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Adrants sez that in a recent study on an internet advertising campaign for Panasonic found that:
Behavioral targeting identified and reached 50.3 percent more imminent buyers of Panasonic plasma TV’s than contextual targeting. The study, by Next Century Media using Insight Express across 1,146 respondents, also found the cost to reach each potential buyer was 50 percent less than contextual targeting.
When considering a plasma TV purchase, people on the receiving end of the behavioral targeted ads showed a 67.6 percent higher preference for the Panasonic brand than those reached by contextual targeting. The study also showed a 168.9 percent advantage for behavioral targeting over run of network in terms of increasing the likelihood of buying the Panasonic brand.
Interesting.
Technorati Tags: behavioral+targeting, contextual+targeting, puppy
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Most reports say that Behavioral still takes second place to contextual advertising.
Now there is a HUGE difference between someone searching for “I want to buy Panasonic model ABC” vs a “contextual” ad on a news paper site that has an article on the effects of TV’s.
At the same time, a report released Friday by eMarketer stated that consumers surveyed by that company indicated that contextual targeting–placing ads relevant to the pages displayed–was more effective than behavioral targeting. About 62 percent of 1,000 adults surveyed told eMarketer that contextual targeting would be likely to generate a response, compared to only 17.5 percent of respondents who said the same about ads based on their past behavior.