Contextual Advertising Study
Ads in Context on a page level produce Branded Recognition lift of 19% over ads in context on a site level.
Everyone from the beginning advertising time has always felt that if you run an advertising message next to content related to the ad, more people will notice and even read and remember the ad. ContextWeb has set out, with the help from a very experienced and able research partner (OTX - Online Testing Exchange), to prove once and for all that context does matter—and you can measure it.
We have just completed the first in a series of studies to test the success of the same ad (in this case a leading consumer electronics company) to:
- Be noticed by the consumer and successfully communicate the sponsor’s name - “Branded Recognition.”
- Motivate the consumer - the ability to change the consumer’s intended purchase behavior
Here’s a link to the contextual advertising study and some specific results. Enjoy.
-- Biff Burns
Sphere It