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A new Tacoda-backed study that compares behavioral ads and contextual ads finds that behavioral targeting generates an average of 17 percent more looks at ads than contextual targeting, and after the first exposure, the advantage rises to 54 percent. The results indicate that behavioral targeting can help advertisers create more engagement with consumers and help the ads be noticed more often and for more time the more that consumers are exposed to them.
Behavioral targeting provides people with relevant ads based on what they read and where they navigate while contextual targeting places ads adjacent to editorial content expected to be visited by target audiences.
The eye tracking study was conducted in November-December 2005 in cooperation with Panasonic, whose plasma TV screen ads were tested along with ads for a car company and a computer company.
“We never expected to find that behavioral targeting seems to escape the same banner burn-out problem that contextual targeting suffers from,” said Dave Morgan, Tacoda’s CEO.
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