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Behavioural online advertising 'outperforms contextual'
A new report from Jupiter Research indicates that behavioural Online Advertising is significantly more effective than contextual advertising.
In fact, consumers are consistently more receptive to behavioural targeting, with these kinds of ads outperforming contextual by up to 22 per cent in some categories.
More than 2,000 individuals were surveyed, and the responses revealed that 14 per cent more consumers were receptive to behavioural ads than contextual. As well as this, the former was significantly better than the latter in terms of retaining consumer attention across 14 major product categories.
The trend spans various ad budgets, too, with high and low online spenders both getting better performance from behavioural ads.
"We're glad to see that the voice of the online consumer echoes our position that behavioural targeting is more effective - for advertisers, publishers, and for consumers - than contextual advertising," said Marla R. Schimke of Revenue Science, which commissioned the research.
"This study also reaffirms our belief that internet users favour advertising relevant to them personally and that advertisers should employ behavioral targeting campaigns to maximise their return on investment."
Online Advertising news posted on 13 September 2007
