Database Driven Behavioral Targeting Bests Other Online Efforts

Behavioral targeting has received a big stamp of approval this week. American Airlines and their agency, TM Advertising, discovered a behaviorally targeted ad campaign on WSJ.com was seen by 115 percent more business travelers who take one trip a year compared to that same demo seeing general run of site ads. Dynamic Logic found a 26 percent lift in message association and Revenue Science found the behaviorally targeted campaign to be 25 percent less expensive.