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BizReport : Advertising archives : May 24, 2011

Bizo study may help brands better connect

Finding the right target audience at the right time is a struggle for advertisers whether they are online or offline. Utilizing targeting methods is one way to increase advertising response rates, but targeting may only get marketers so far. New data from Bizo indicates which business audience segments may have better response rates, and may help advertisers improve overall campaign ROI.

by Kristina Knight

Bizo.jpgHave you ever wondered if the right people are seeing your ad at the right time? Well, the future can't be predicted to that degree, but a new study from Bizo is showing which segments of the business population are most likely to react to online ads.

According to their research professionals within the segments of Legal, Retail and Software are most likely to follow an ad's call to action. According to their Action Rate Index (ARI) display ads are engaging viewers but to varying degrees.

Researchers found responses to be:

• Legal - ARI 223%
• Retail - ARI 192%
• Software - ARI 185%
• Media Publishing - ARI 184%
• Wholesalers - ARI 157%

"The typical business sales process is long, complex and involves multiple decision makers, requiring sellers to build trusting relationship with their buyers. This means companies that market to business professionals need to reach, educate and motivate the right audiences to close the sale," said Chris Mann, Director of Product Management, Bizo. "The data released today highlights the power of data-driven online advertising, giving marketers insight into who is taking action in response to an ad, and enabling them to precisely target decision makers with ads that will impact the purchasing decision."

The Bizo study was conducted over one year and across 85 million business professionals in their network.

Tags: ad response, Bizo, business professionals, online advertising

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