If your hotel – or government agency – is considering using online behavioral advertising, you might want to test drive it yourself first to see what your guests will experience.
At its best, behavioral advertising makes you feel like royalty; at its worst it’s like a pesky mosquito that will not go away. The key is: relevance.
I recently was the target of this growing online strategy by accident when shopping for leather luggage. The three pieces I clicked on now pop up each time I check my weather or news sites. I sort of like that because it edges me closer to something I want, new luggage.
A colleague, however, sees a similar banner ad pop-up attached to her online profile that is no longer relevant to her interests. It’s a nuisance she cannot get rid of.
So, if you are considering targeting your guests and constituents with online behavioral advertising, be sure you have a “game over” mechanism in place.
Click here for a viewpoint: “Hotels, Guests Shift to Behavioral eAdvertising” by our client Cendyn.
Click here for more info on the online ad shift to local and behavioral marketing.
What about you? What is your experience with audience-targeted advertising in your online travels? I would like to know.
[Updated September 1st. More content; thanks to our client Cendyn.
- New York Times August 29, 2020 "Retargeting Ads Follow Surfers to Other Sites"
- Advertising Age, March 2009 "Google Turns to Behavioral Targeting to Beef up Display Biz"
- Advertisign Age, April 2009, "Will Using Behavioral Data Lead to Smarter Ad Buys?" ]
