Behavioral Targeting Whoops Contextual's Ass


A recent behavioral targeting vs. contextual targeting study on an Internet advertising campaign for Panasonic found behavioral targeting identified and reached 50.3 percent more imminent buyers of Panasonic plasma TV's than contextual targeting. The study, by Next Century Media using Insight Express across 1,146 respondents, also found the cost to reach each potential buyer was 50 percent less than contextual targeting.

When considering a plasma TV purchase, people on the receiving end of the behavioral targeted ads showed a 67.6 percent higher preference for the Panasonic brand than those reached by contextual targeting. The study also showed a 168.9 percent advantage for behavioral targeting over run of network in terms of increasing the likelihood of buying the Panasonic brand.

Behavioral targeting also generated a 63.1 percent increase in unaided brand awareness, 3.45 times greater than contextual targeting. The results are consistent with the findings of a Next Century Media/The Pretesting Company eye tracking study of the same campaign, which showed an advantage for behavioral targeting over contextual targeting in terms of number of looks at the ads. The tested campaign was delivered over Tacoda's behavioral network.

by Steve Hall    Apr-24-06   Click to Comment   
Topic: Online, Research   

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Is this another one of your sponsored messages disguised as a blog post? Reading the copy, it seems identical to what Tacoda's corporate press release would say.

Posted by: brian on April 24, 2006 1:06 AM

I don't think it looks like a sponsored message. Other publications (MediaPost and eMarketer) are reporting the same thing and it's an important finding in my opinion.

Posted by: Shig on April 24, 2006 10:13 AM

Thank you, Shig. I didn't think I needed to spell out the obvious for Brian:-)

Posted by: Steve Hall on April 24, 2006 12:17 PM

This "study" seems to be of information. Very vague stuff here. What was the behavior that was used in the behavioral targeting? What was the context on the contextual? Where are the screens and the background on the who's what's and where's?

I hate stuff like this, where a sweeping assumption is made based on vague study data with nothing to back it up.

Headline should read something like "Study pits behavioral targeting versus contextual targeting. We still know nothing."

Posted by: Andrew on April 25, 2006 10:18 AM