South African advertisers that want to boost the return on investment they receive from digital advertising should use behavioural targeting as part of their marketing arsenal.

That's according to Ian Drummond, Digital Sales Manager at Media Mark; the local media sales house that represents and manages the South African version of Microsoft's MSN portal. Drummond says that behavioural targeting from MSN delivers highly relevant ads to a receptive, action-defined audience. This allows brands to present their advertising only to those consumers demonstrating an active interest in the area of their products and services.

Behavioural targeting combines information from users’ Microsoft Accounts with data from keyword searches and site visits to place them into consumer segments most likely to be receptive to specific messages. This, in turn, allows advertisers to target audiences based on their recent online activity, improving their marketing ROI.

In South Africa, for example, MSN can offer local advertisers the ability to use behavioural data to reach people researching SUVs and smartphones; small business decision makers; new and expecting moms; movie watchers; health, fitness and fashion enthusiasts; and ardent international travellers.

This method yields one of the most powerful and effective forms of online advertising available today. "With behavioural targeting, your advertising is focused on consumers that are interested in your category of offering, substantially increasing your chance of sales conversion," says Drummond.

MSN's international data illustrates the tangible ROI that advertisers in different industries can get from behavioural targeting:

•         Cruise seekers: 94% average lift in CTR (click through rate)

•         Europe travellers: 2,401% average lift in CTR

•         Appliance shoppers: 2,616% average lift in CTR

•         Smart phone shoppers: 185% average lift in CTR

•         Fashion & beauty: 215% average lift in CTR

•         Luxury car researchers: 210% average lift in CTR.

Says Drummond: "Behavioural targeting isn't just good for improving your CTRs. It also helps you give customers a more relevant, personalised experience by delivering an advertising message that is relevant to their needs.In today's data-driven advertising environment, it is one of the most powerful tools you have at your disposal to make your advertising spend work harder for you."