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In a study of the impact of behavioral vs contextual targeting on an internet advertising campaign, behavioral targeting identified and reached 50.3 percent more imminent buyers of Panasonic plasma TVs than contextual targeting. According to the study by Next Century Media and Insight Express, the cost of reaching each potential buyer was also 50 percent less than with contextual targeting, MarketingVox reports.
Audiences reached by behaviorally targeted advertising showed a 67.6 percent greater preference for the Panasonic brand (among plasma TVs they would most likely next purchase) than those reached by contextual targeting. The study showed a 168.9 percent advantage for behavioral targeting over run-of-network, in terms of increasing the likelihood of buying the Panasonic’s brand of plasma TV.
Behavioral targeting also generated a 63.1 percent increase in unaided brand awareness - 3.45 times more than was the case with contextual targeting. That finding is consistent with those of a Next Century Media/Pretesting Company eye-tracking study regarding the same advertising campaign.
The online advertising campaign ran on the Tacoda Audience Networks, delivering a total of 12.6 million impressions.
Though off-air online and experiential advertising grew modestly as a part of the overall radio revenue pie, and election-related political ads increased in Q3, total radio ad revenues were down 9% to $4.97 billion for Q3 and down 10% for…
Glamour magazine is running its photo of Britney Spears not only on the cover of the U.S. edition, but on the covers in seven other countries, as well.
Britney will grace Russia, Sweden and Greece’s editions of Glamour, among others.…
Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
The contract covers advertising on PATCO’s rail service and stations between Southern New Jersey and Philadelphia, writes Mediaweek.…
Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
Other recent Publicis…
With only four weeks separating Thanksgiving and Christmas this year, Cyber Monday One (December 1) and Cyber Monday Two (December 
may command a greater share of online sales than they have in years past - thus increasing the importance…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
