»
Those who click on behaviorally targeted ads are more likely to respond to a call to action, according to a new study from AOL’s Advertising.com, which found that although behavioral targeting produces lower click-through rates than run-of-network placements, those who do click on such ads are more likely to open accounts or complete registration forms, reports AdWeek (via MarketingVOX). Targeted auto ads, for example, had a 64 percent lower click rate - but 323 percent higher conversion rate.
In the personal finance category, behaviorally targeted ads had a click-through rate that was 56 percent below that of untargeted ads, yet they had a 90 percent higher conversion rate.
Advertising.com based its findings on campaigns using its Audience LeadBack technology: for example, a user who visited a car-comparison site might have been targeted with auto ads when visiting non-auto sites in the Advertising.com network.
Arbitron has reached a settlement with the State of New York, in a move that will resolve all claims against Arbitron that were alleged in the lawsuit filed against the company by the NY Attorney General relating to the marketing…
Just weeks after shuttering the print edition of PC Magazine and moving it entirely online, Ziff Davis has announced that it is closing the books on Electronic Gaming Magazine, due to the sale of its collection of video game sites,…
Angered by a London bus advertisement that sent her to a website where she was told that she was going to hell, to spend all eternity in torment, comedy writer Ariane Sherine decided to launch a counter-campaign.
She began raising…
Time Warner said today that the economy has been more challenging in terms of its advertising business than it had expected, particularly at AOL and the Time Inc. publishing units.
The company said it will post a net operating loss…
On its Google Checkout page, Google claims a “Checkout” icon can increase ad click-through by 10%. (At least one client, Fred Lerner of e-commerce network Ritz Interactive, claims the Checkout icon increased clickthroughs by 23%.)
What’s more, Google Checkout users purportedly…
Even through a recession U.S. consumers redeem just 1%-3% of paper coupons, but up to half of the coupons that Kroger sends to its customers are redeemed - because it uses a data-mining firm it part-owns to target specific customers.
Kroger,…
