The second day of DMAi Convention 2014 saw Kanika Mathur, managing director, Razorfish India, talk about brand building focused on behavioural and contextual targeting. She stated that the biggest trend is personalisation, evident from the numerous conversations on how brands can get personal. "This is the era of personalisation and in that era how can we use our data to create messages?" she remarked.
Mathur emphasised on the concept of behavioural and contextual targeting, which enables personalisation. She said, “As marketers continue with their efforts to provide truly personalised brand engagement, data-driven media planning will help us achieve this. And when we talk about data-driven stuff, somewhere down the line technology comes in to play.”
She outlined how audiences are tracked when they are online, through cookies, explaining the process of delivering ads based on what one is looking for online. Making the case for contextual advertising, Mathur said, "Behavioural is to ‘know what you are reading’ and contextual is to ‘know what you are reading now’. Contextual advertising reaches consumers when they are in the right frame of mind."