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Display Advertising and Behavioral Targeting: Expert Interview with Brian Kim

Expert Interviews

We recently announced an enhanced behavioral targeting offer for our display advertising service, ReachDisplay. But what exactly is display advertising, and why is it valuable for a local business? And how does behavioral targeting differ from other ways to target consumers surfing across the Web?

In this interview, Brian Kim, ReachLocal’s Director of Display Advertising, explains how display advertising works to grow your brand awareness with consumers surfing online. Plus, he discusses how behavioral targeting differs from site-specific targeting, and why targeting consumers, rather than sites, is highly effective for display advertising.

“If you think about how much time consumers spend online, it’s only about five percent where they’re doing real intensive search, and about 95 percent of their time, they’re actually browsing content that may not be related to what they’re searching about or interested in buying,” Kim says.

“But that doesn’t mean that they’re not interested still in buying the product they were searching for, maybe 20 minutes ago. So, display advertising’s a great way for you to go target them in that 95 percent of the time where they’re just browsing content.”

How does display advertising fit into your local business online marketing strategy? Will you be using behavioral targeting to reach more consumers browsing content on the Web?

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