While behavioral targeting, also known as behavioral advertising, is mostly being employed by eCommerce sites, is also a useful traffic driver and engagement tool for subscription and paid content sites.For example, Consumer Reports uses behavioral advertising to advertise it’s website (and get online subscription sales) on other content sites, such as the Christian Science Monitor.
But behavioral ads aren’t just for B2C sites. During this week’s Members-Only Webinar on Subscription Site Insider, Erik Matlick, CEO of Madison Logic, explained how B2B sites are using this technology.For example, Madison Logic conducted an A/B test of Webinar attendees for one of its own Webinars. They split Webinar registrants into two groups: Group A received standard email reminders, while group B received both email reminders and behavioral targeted ads mentioning the Webinar title and date during the 12 days prior to the Webinar. Results showed a 30.4% lift in attendance among group B.And while the test Webinar was free to attend, subscription sites, especially B2B subscription sites, could use a similar campaign to increase member engagement for members-only events, such as exclusive streaming interviews or virtual and offline conferences. They could also use behaviorally-targeted ads for increasing subscription sales, making sure to target prospects during their peak discovery and research period.To find out when that peak discovery period is, you’ll want to view the On-Demand Video of Matlick’s talk to Insider members. Just sign up for a $1 trial today and you’ll get instant access to the video playback!