Udit Sharma – Marketing manager, Sky – Hi Creations Ltd.

We specialize in connecting brands to

the right people.

Produ

ctio

n

Pre-P

rodu

ctio

n

Fest

ival

sTh

eatr

ical

rele

ase

Hom

e en

tert

ainm

ent

Strategy

Innovative

Marketing

Social Media

PR

Communication

strategies

Communication

strategiesSocial networking and

Micro blogging

Social networking and

Micro blogging

Guerrilla

marketing

Guerrilla

marketing

Viral

marketing

Viral

marketing

B e h a v io r a l

Ta r g e t in g

Behavioral

TargetingPre- awareness

Audience

building

Media

Planning

Creative

partnerships

Creative

partnerships

Buzz monitoring

Awareness

campaign

What we offer

Behavioral Targeting of

web consumers.

“Every breath you take, every move you make, I’ll be watching you” – Police (1983).

• It’s a technology where the software tracks a user’s online activity and then sends appropriate web content matching to their interests at a moment’s notice. – Strauss and Frost (2012).

What is Behavioral Targeting?

Cookies are text files that are sent to the web browser from the web server that’s hosting the web pages being queried. Cookies have multiple purposes: • they allow automatic authentication, • keep track of the browser’s session state, and • identify the user/web browser combination to the web server. Cookies are paramount for behavioral targeting, because the behavioral targeting process installs additional cookies specifically to track what web pages have been viewed.

The infamous cookie

• On site behavioral targeting.• Network targeting.• Retargeting.• ISP based targeting.

Types of Behavioral targeting.

Implications Of Behavioral targeting.

• Internet experience will be more about you.• Web sites changing its appearance.• Viewing the users as a multi dimensional person with many interests.• Targeting social media and mobile phones like, iPhones, iPads and Androids.

Behavioral targeting is changing the web.

• Opt-in / out email.• Power Eye  button. • Choosing online behavioral preferences. • Manage cookies in the privacy settings on the web browser.

Solutions

• Greater ROI and better value of our clients budget. For example: American Airlines (AA) campaign that ran on The Wall Street Journal Online. • Specific audience targeting.• Reduced waste and improved response rates.

Benefits of Behavioral targeting.

Future of Behavioral targeting.

2008 2009 2010 2011 2012 2013 20140

0.5

1

1.5

2

2.5

3

YEARS

$ M

illion

s /

B

illion

s

Money spent on advertising based on BT.

1998 2008 20200

10

20

30

40

50

60

70

80

90

Percentage of BT used

>1 %

YEARS

PER

CEN

TA

GE

Percentage of advertisers used BT.

24 %

85 %

Any Questions?