Behavioral marketing is the big trend in the interactive space right now. In short, this type of marketing allows advertisers to target their advertising messages to users that exhibit pre-defined behaviors. For a Broadway marketer, this could mean targeting ads to those that have booked travel to New York, researched hotels in Times Square or searched for the local weather with a zip code from the midtown area.
All Broadway marketers should be clearly aware of this emerging technology and, at the very least, keep a close eye on it. The campaigns we have tested to date haven't been the most promising in terms of their results but as technologies improve we believe the results from these campaigns will as well.
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