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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.
CBS Radio and Yahoo, two of the largest online radio providers, are combining their online radio stations, beginning early next year.
CBS Radio’s 150 stations and LaunchCast’s 150 online stations will be integrated into Yahoo’s music site, powered by CBS…
Cox Enterprises, Inc. announced today that the company is bringing together its three media units - Cox Newspapers, Cox Television and Cox Radio - under a new organization named Cox Media Group, Inc., effective January 2009. The subsidiary will be headquartered…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
ABC is set to launch a slew of new series in a midseason shuffle. Primetime: What Would You Do? returns Tuesday, Jan. 9, in the 10pm time slot. The show is a hidden camera experiment in which actors stage scenarios…
Only 28% of the audience of an average news program, website or magazine gets valuable information about products and services advertised there, making news venues less effective at conveying ad messages than all forms of media combined (see chart), according…
Effective immediately, any telemarketing call that delivers a prerecorded message must include a quick and easy way to opt-out of receiving future calls. The opt-out must work both for consumers who answer these calls in person and for those whose…
