Many people consider predictive behavioural targeting to be nothing more than a tool to increase click through and conversion rates. However, this does not factor in its true potential. In fact it would be a shame and incorrect if this continued to be the only value that was associated with predictive behavioural targeting campaigns. Karim H. Attia, Chief Business Development Officer at nugg.ad takes a closer look.
So what exactly is the great potential of predictive behavioural targeting? To answer this question, it is essential to consider the importance of traditional media which even in today’s digital age take the lion’s share of advertising budgets.
The main performance indicators of TV and print media are target audience share, reach and brand effect. By applying these measurements, making them controllable and capable of optimisation, predictive behavioural targeting is able to take online advertising beyond click through and conversion rates.
Predictive behavioural targeting has always specialised in providing measurable increases to the target audience share. It does this by directly delivering content to groups who are defined by socio-demographic criteria and their product interests. This means they receive content specific and relevant to them.
Looking at brand effect, optimisation of online advertising using the classic brand recognition trinity – recognition, affinity and intent– is key. And incorporating real-time market research – a unique advantage of predictive behavioural targeting – maximises its impact.
Also bear in mind with predictive behavioural targeting you are no longer just focussing on the 20 per cent of clickers on which previous targeting campaigns were based, but all internet users. So we shouldn’t talk about pay per impression (PPM) at cost per click (CPC) level, but rather prices worthy of high-quality branding campaigns which are proven in their effectiveness. This is what predictive behavioural targeting delivers, which is clearly the best way to drive brand awareness online.
Not much imagination is required to recognise the importance and potential of predictive behavioural targeting, not only in achieving higher click through and conversion rates, but also in digital brand communications of the future.
By Karim H. Attia
Chief Business Development Officer
nugg.ad