People respond better to behaviourally targeted ads
Internet Marketing
12 September 2007
A study on consumer receptivity to online marketing has revealed that people are more receptive to behaviourally targeted advertising than contextual advertising.
Behavioural targeting is advertising targeted at a specific individual based on the user's previous surfing behavior, as opposed to the more common targeting method of displaying ads matched to the specific content of an individual webpage, or to users in general.
JupiterResearch conducted a survey of more than 2,000 people for Revenue Science on what types of internet marketing drive interest and action, as well as their receptiveness to different advertising.
The responses revealed that, across all online marketing, 14 percent more consumers are more receptive to behaviourally targeted ads than to contextual ads.
The study also found that the behaviourally receptive audience is more likely to have a higher income, spends more money online, and shops online more frequently than others, making them a more attractive online marketing target.
According to the study, behaviourally targeted ads fare better among both high and low online spenders. Among people who spend more than $500 (£250) online annually, ten percent more were defined as behaviorally receptive and, among people who spend less than $500 online annually, 17 percent more were defined as "behaviourally receptive".
"With behavioral targeting, marketers will be more effective in reaching both a higher value audience and the overall audience of online shoppers," said vice president of marketing Marla R Schimke.
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