Targeted Online Ads: Contextual vs. Behavioral Targeting

[Kristijntje]

In a study that asked adult consumers what type of targeted online ad they are likely to respond to (read: click on), 62 percent cited contextual-- ("a subject of particular interest to you"). That's more than twice the number who said they are likely to respond to demographic criteria (28 percent-- "a specific group you may be a member of"). Just 24 percent of those surveyed said they respond most to geographic targeting ("businesses in your local community"), and 18 percent said they were most apt to respond to behavioral targeting (ads based on "your past behavior on a given website")...

"Targeting isn't an either/or decision, so it's best to mix and match targeting tactics-- especially when it comes to educated, prosperous consumers who simply won't respond to messages that aren't personally relevant,"...

full article: http://www.imediaconnection.com/content/8863.asp