Sharing the results of a study on consumer receptivity to online advertising, Revenue Science, Inc. stated that the behaviourally-receptive audience is a higher-value than contextually-receptive consumers.
The study, conducted by JupiterResearch, found that more online consumers are consistently more receptive to behaviourally targeted ads, outperforming contextual by as much as 22 percent in some categories.
“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, Vice President – Marketing, Revenue Science. “This study also reaffirms our belief that Internet users favour advertising relevant to them personally and that advertisers should employ behavioural targeting campaigns to maximise their return on investment.”
In April 2007, more than 2,000 people were surveyed on what types of advertising drive interest and action, as well as their receptiveness to different advertising. The responses revealed that, across all advertising, 14 percent more online consumers are more receptive to behaviourally targeted ads than to contextual ads, representing 63 percent of the total audience.
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