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Revenue Science Study Shows Online Consumers more Receptive to Behaviourally Targeted Ads than Contextual Ads Across All Major Categories
Behavioural Outperforms Contextual by as Much as 22 Percent
NEW YORK (September 12, 2007) — Revenue Science, Inc., offering the most widely adopted, powerful, and flexible targeting platform for digital media, today announced the results of a study on consumer receptivity to online advertising. The study, conducted by JupiterResearch, found that more online consumers are consistently more receptive to behaviourally targeted ads than to contextual advertising—outperforming contextual by as much as 22 percent in some categories. In addition, the study found the behaviourally-receptive audience is a higher-value than contextually-receptive consumers.
“We’re glad to see that the voice of the online consumer echoes our position that behavioural targeting is more effective-for advertisers, publishers, and for consumers-than contextual advertising,” said Marla R. Schimke, vice president of marketing at Revenue Science. “This study also reaffirms our belief that Internet users favor advertising relevant to them personally and that advertisers should employ behavioural targeting campaigns to maximize their return on investment.”
In April 2007, more than 2,000 people were surveyed on what types of advertising drive interest and action, as well as their receptiveness to different advertising. The responses revealed that, across all advertising, 14 percent more online consumers are more receptive to behaviourally targeted ads than to contextual ads, representing 63 percent of the total audience. More importantly for advertisers, the study shows that behavioural targeting outperforms contextual advertising in terms of consumer attention by at least 10 percent across 14 major product categories, from Financial Services to Consumer Electronics to Pharmaceuticals to Fashion and Style.
For example, 17 percent more online purchasers of computing products are more receptive to behaviourally targeted ads, 18 percent more online auto purchasers are more receptive to behaviourally targeted ads and 20 percent more online telecom purchasers are more receptive to behaviourally targeted ads than to contextual ads.
The necessity of using attention-getting behavioural targeting was reinforced by responses regarding online behaviour. The study found that more than 75 percent of online shoppers shop once per month or less and that the majority only research a product once or twice before buying. “Due to the level of consumers' online activity, marketers have to maximize a limited opportunity to move consumers through the purchase funnel and this research shows behavioural targeting is the solution,” Schimke said.
Behaviourally Receptive Audience Delivers Higher Value
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 advertising target.
According to the study, behaviourally targeted ads fare better among both high and low online spenders. Among people who spend more than $500 online annually, 10 percent more were defined as behaviourally receptive and, among people who spend less than $500 online annually, 17 percent more were defined as behaviourally receptive.
“With behavioural targeting, marketers will be more effective in reaching both a higher value audience and the overall audience of online shoppers,” added Schimke.
To download the complete study, please visit www.revenuescience.com.
About Revenue Science, Inc.
Revenue Science offers the most widely adopted, powerful, and flexible targeting platform for digital media, worldwide. Using the most advanced behavioural targeting capabilities available today, the Revenue Science Targeting Marketplace manages more than 1 billion behaviours a day with access to over 100 million unique internet users, and makes them accessible to marketers and publishers to connect with an engaged audience. With clients like Wall Street Digital, AOL.com, ESPN.com, Financial Times, Gannett, Jumpstart Automotive Media, NikkeiNet, The Guardian.co.uk, Reuters.com, Univison.com, and WashingtonPost.Newsweek Interactive, Revenue Science serves more behaviourally targeted ads than any other company. For more information, please visit www.revenuescience.com.