JupiterResearch to conduct an independent unbiased study to find the effectiveness of Behavioral Targeting.
The results were based on 2035 respondents answering 25 questions.
Key Findings of this study
- Behavioral ads outperform contextual ads by up to 22% (I think it is the CTR that was compared).
- 66% of the online user acted as a result of viewing online ads).
- 14% more online consumers are more receptive to behaviorally targeted ads than to contextual ads. That is 63% of the total audience.
- 93% of the BT receptive audience shop online
- BT receptive audience
- Spend more online
- Shop online more often
- Have higher income
"We're glad to see that the voice of the online consumer echoes our position that behavioral targeting is more effective -- for advertisers, publishers, and for consumers --than contextual advertising," said Marla R. Schimke, VP of marketing at Revenue Science, in a statement. "This study also reaffirms our belief that Internet users favor advertising relevant to them personally and that advertisers should employ behavioral targeting campaigns to maximize their return on investment."