Behavioral advertising attracts more consumer attention

Behavioral targeting is more effective than contextual advertising, according to new study by Revenue Science.

by Helen Leggatt

revenue%20science%20logo.gif A recent study, conducted by JupiterResearch for Revenue Science Inc., found that consumers were more likely to react to behaviorally targeted advertising than contextual ads.

“This study also reaffirms our belief that Internet users favor advertising relevant to them personally and that advertisers should employ behavioral targeting campaigns to maximize their return on investment,” said Marla Schimke, vice president of marketing at Revenue Science.

In terms of consumer attention, behavioral advertising outperforms contextual advertising by upwards of 10 percent across 14 major categories. Seventeen percent more online purchasers of computing products are more receptive to behaviorally targeted ads than to contextual ads, as are 18 percent of auto purchasers and 20 percent of online telecom purchasers.

In addition, a “behaviorally-receptive” audience has, in general, a higher income, shops more frequently online and spends more online than their contextually-receptive counterparts.

“With behavioral targeting, marketers will be more effective in reaching both a higher value audience and the overall audience of online shoppers,” added Schimke.