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BizReport : Advertising : April 18, 2008
ContextWeb: In-context ads are more effective
A recent study indicates that the new in context targeting platforms may be a huge advantage to marketers. The study, commissioned by ContextWeb and performed by Online Testing Exchange (OTX), found that ads shown in context have a better chance of appealing to in-market consumers.
This is the second study from OTX to indicate that in context ads are a better option.
"Although this may seem somewhat intuitive, the research highlights the very significant point that consumers are simply better able to note the ad and the brand, and actively remember the brand name of the product, after being shown the ad in a relevant context," said David Brandt, Managing Director of the Marketing Insights Division at OTX.
The study tested skin product ads placed on three websites: a skin care website, a skin care page on a news site and a homepage ad from the same news site. Researchers found that by running the ad with relevant content about skin care, the ad produced a nearly 20% increase in brand recognition that when the ad was placed on a home page. The ad delivered a 14% increase in brand name communication - meaning the number of consumers who identified the brand correctly - when it appeared with relevant content.
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