62% of online consumers preferred contextual ads, according to a survey by Synovate for Traffic Marketplace. 24% preferred demographic criteria based ads.


62% of online consumers preferred contextual ads, according to a survey by Synovate for Traffic Marketplace. 24% preferred demographic criteria based ads.

24% consumers said they responded to geographical targeting. 18% said they responded to behavioral targeting.

Lynn D’Alessandro, Vice President, Sales, for Traffic Marketplace, said: “When you present advertising on top-of-mind topics, consumers respond. Contextual advertising matches your messaging with pages on related topics, and you can’t really get any more relevant than that.” [Source]

Other key findings of the survey include:

“¢ 72% of non-whites responded to contextual advertising, compared to 60% of whites.
“¢ There is a 15 point margin on part-time employees more likely to respond to contextual advertising than those belonging to other employment categories.
“¢ Demographic targeting is twice as important to consumers in the 35-44 age group than the 18-24 age group.
“¢ Behavioral targeting was three times more popular in the 35-44 age group than in the 18-24 age group.
“¢ Consumers with annual household incomes above $75,000 and post graduates were twice more likely to respond to behavioral, demographic and geographic targeting.
“¢ 63% of women were likely to respond to contextual targeting, compared to 60% of men.

Lynn D’Alessandro said: “Targeting isn’t an either-or decision, so it’s best to mix and match targeting tactics — especially when it comes to educated, prosperous consumers who simply won’t respond to messages that aren’t personally relevant.

If your messaging says ‘we know what’s on your mind,’ plus ‘we are you,’ ‘we are where you live,’ and ‘we are ready to handle your online needs,’ you have four good shots at reaching your best customers.” [Source]

 

 

 

 

Sharing is caring