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.
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