Behavioral targeting ads outperform contextual ads by up to 22%, study says
More online consumers are consistently more receptive to behaviorally targeted ads than to contextual advertising, according to a recent study conducted by JupiterResearch for Revenue Science Inc. In some categories, behavioral ads outperformed contextual ads by as much as 22%.
The study also found that consumers who prefer behaviorally targeted ads represent a higher value audience because they come from a higher income bracket, spend more money online and shop online more frequently. 93% of the consumers receptive to behavioral targeting shop online.
Across all advertising, 14% more online consumers are more receptive to behaviorally targeted ads than to contextual ads, representing 63% of the total audience. Behavioral targeting also outperforms contextual advertising in terms of consumer attention by at least 10% across 14 major product categories, ranging from financial services and consumer electronics to pharmaceuticals and fashion and style, according to the study.
For example, 17% more online purchasers of computing products (74% vs. 57%), 18% more online auto purchasers (77% vs. 59%), and 20% online telecom purchasers (77% vs. 57%) are more receptive to behaviorally targeted ads than to contextual ads, the study says.
In addition, the study found that among people who spend more than $500 online annually, 10% more were defined as behaviorally receptive and among people who spend less than $500 online annually, 17% more were defined as behaviorally receptive.
The study is based on a survey of 2,000 consumers. Revenue Science Inc. provides behavioral targeting capabilities for digital media.
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