Behavioral Ads Better Than Contextual Ads
September 13, 2007 by Pablo Palatnik
A study conducted by Jupiter Research and commissioned by Revenue Science and AOL, shows “Online consumers are consistently more receptive to behaviorally targeted ads than to contextual advertising – with behavioral targeting (BT) outperforming contextual by as much as 22% in some categoriesâ€
The study is so detailed I’ll post some of it here; great interesting study.
Two things to think about when placing ads on your website:
1) Ad Positioning – Where is it? Is it Eye Catching?
2) Ad Content – Is it Relevant? (Sometimes Irrelevant ads to the content work best!)
*Overall, two-thirds of online users have taken actions as a result of viewing online ads.
*Across all advertising, 14% more online consumers are more receptive to behaviorally targeted ads than to contextual ads – 63% vs. 49% of the total audience.
* BT outperforms contextual advertising in terms of consumer attention by at least 10% across 14 major product categories, from Financial Services to Consumer Electronics to Pharmaceuticals to Fashion and Style. For example:
o 17% more online purchasers of computing products are more receptive to behaviorally targeted ads.
o 18% more online auto purchasers are more receptive to behaviorally targeted ads.
o 20% more online telecom purchasers are more receptive to behaviorally targeted ads than to contextual ads.
* Attention-getting behavioral targeting is preferable because more than 75% of online shoppers shop only once per month or less – and the majority research a product only once or twice before buying.
