The End of Expensive Placements: Why Behavioral Targeting Wins
For decades, the standard procedure for display advertising was simple: if you wanted to reach a business traveler, you bought an ad in an airline magazine. If you wanted to reach a CEO, you bought a banner on The Wall Street Journal. This is known as Contextual Targeting. While it makes sense on the surface, it has one massive flaw: because every other advertiser is doing the same thing, the price for those specific placements is astronomically high.
At Emulous Media, we are helping our clients move beyond the “Where” and focus on the “Who” through Behavioral Targeting.
The User is the Destination, Not the Website
The core philosophy of Programmatic Advertising is that we should target the individual, not the content they happen to be reading at that exact moment. We know that a high-net-worth individual or a C-suite executive doesn’t spend 24 hours a day on LinkedIn or Bloomberg. They check the weather, they look up sports scores, and they browse hobby blogs just like everyone else.
A CEO is still a CEO when they are reading a recipe for lasagna on a Tuesday night.
Through Behavioral Targeting, we use anonymous third-party data to identify these users based on their long-term habits, job titles, and professional interests. Once we have identified them, we can serve your B2B message to them on high-traffic, “lifestyle” websites where the cost per impression is a fraction of what you would pay on a premium business site.
Drastically Reducing Your Customer Acquisition Cost (CAC)
The primary goal of any marketing director is to lower the Customer Acquisition Cost (CAC). When you insist on only appearing on “Business” sites, you are voluntarily paying a “Contextual Tax.” You are essentially paying for the brand name of the website rather than the value of the user.
By “decoupling” the user from the content, we allow our clients to bid more efficiently. We find the same high-value prospect on a local news app or a gaming site where the competition for ad space is lower. This strategy allows your budget to go much further, delivering more impressions and more clicks to the same target demographic for the same amount of money.
The Role of Data in Precision Targeting
Success in Behavioral Targeting requires a deep understanding of data segments. At Emulous Media, we utilize sophisticated data sets that allow us to filter audiences by:
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Professional Persona: Job titles, industry seniority, and company size.
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Financial Profile: Household income and net worth.
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In-Market Intent: Users who have recently searched for solutions similar to yours.
When we combine these data points, we create a “Smart Ad” strategy that finds your audience in the most cost-effective corners of the internet.
Efficiency Without Compromise
Many brands worry that advertising on “non-business” sites might look unprofessional. However, with modern Programmatic Advertising, we maintain strict “Brand Safety” standards. Your ad will only appear on reputable, high-quality websites—they just happen to be websites with a much lower price tag than the major financial giants.
Stop paying for the website’s name. Start paying for the person’s attention. Let Emulous Media show you how to find your next big client in the most unexpected—and profitable—places.