X Factors

Since the technology improvement and widespread of the Internet, people can assess to the Internet easily, and they spend more time on the Internet than any traditional media. At the same time, the Internet advertising appears more and more in the peoples surfing experiences, because Internet advertising is one of the best ways to increase the awareness, interest, and selling of marketers’ products and services. According to the statistics, marketers tend to spend more money on Internet advertising instead of traditional media nowadays. There are different types of Internet advertising. In the early days, the Internet Advertising was mostly text ad or plain banner. However, those ads are not effective, because it was not attractive to people at all. Now, the Internet Advertising has more attractive and interactive form such as buttons, skyscraper, pop-ups, and pre-rolls. However, the Internet advertising seems to be too aggressive to people, so some people feel those advertisings annoying and intrusive. The Internet users ignore them most of the time. Therefore, some marketers are developing a new advertising strategy for the Internet advertising called behavioral targeted advertising. The methodology is to show advertising to the people based on the sites they visit and/or what they do on those sites. According to their research, it shows that people accept behavioral targeted advertising 14% more than contextual advertising. It also gets 10% more attention than contextual advertising. As the advertising is more relevant to Internet users, so it gets more acceptances from them. As a result, marketers’ advertising can be more effective and efficient. Moreover, the fact shows that the behavioral targeting advertising will become a new trend in the future. Last month, Yahoo bought the biggest advertising network BlueLithium, which is in the leading position of behavioral targeting advertising. In addition, the other big Internet companies such as Microsoft, Google, and AOL also have similar moves to buy advertising companies. In short, to be successful on the online business, having an excellent advertising and channel are not enough. Marketers should take more concerns of their consumers’ feelings and their behaviors then put those factors into their advertising campaign.