Boston Globe Media

Behavioral targeting allows us to deliver advertising to specific users based on how they use Boston.com.

FEATURES

Advertisers can reliably reach their best prospects, the same face in a different place. For example, behavioral targeting enables us to serve advertising for automotive-related products after a user has left the Cars section and is browsing other content on Boston.com.

Research shows that behavioral campaigns deliver click-through and opt-in rates significantly greater than run-of-site advertising campaigns.

In a recent ad campaign on Boston.com for a major real estate firm, behaviorally teargeted ad generated twice the response rate of non-targeted ads.

BENEFITS

Behavioral targeting delivers a measurable increase in campaign effectiveness: Boston.com case studies have seen anywhere from a 40% to 111% increase in click-through rates in behavioral campaigns versus run-of-site (ROS) campaigns.
Behavioral targeting strengthens advertising relevance and boosts the perceived value of advertising messages, by delivering messages only to individuals who have shown interest in the product or service.
Web visitors are less likely to encounter advertising messages that hold no interest for them.

ONLINE SPECS
Visit boston.com/adspecs to learn more.

BOSTON FACT
1.5 million adults in the Boston market say they plan to buy a car in the next 12 months. 55% (818,400) of them are planning a new car purchase.

Boston.com behavioral targeting case study

Target Type	CTR
ROS campaign	0.097%
Behavioral campaign	0.205%	111%

Source: Open AdStream, 4/18/05 – 5/17/05

2004/2005 Gallup Poll of Media Usage & Consumer Behavior, Boston DMA

Behavioral Targeting