B2B media's missed opportunity: behavioral targeting
Matthew Shanahan, SVP of Strategy from Scout Analytics, comments on his most recent benchmarking project, asking B2B digital media brands if they had a behavioral database that the editorial, audience development and sales could use. All of them responded “no,” which means they are not able to operationalize behavioral targeting. This was surprising, as behavioral databases are required to answer such questions as:
- Which audience members read the latest news on a particular topic?
- What news is the most popular for which audience members?
- Which audience members read a vendor guide or some other directory?
- Which audience members are researching information on a specific type of product?
eMedia Vitals is an ad-supported online publication that serves print media executives who are transitioning their business to emedia. Our management and editorial team are media industry veterans with extensive operating experience in companies such as IDG, Penton Media and About.com. We are often asked to consult on emedia strategy by magazine, newspaper, and custom publishing companies.