Behaviorally targeted advertising outperforms contextual ads by up to 22%, according to JupiterResearch data cited in MediaPost.
Overall, 14% of respondents said behaviorally targeted ads would get their attention more than contextual ones, per the JupiterResearch study funded by Revenue Science, a behavioral marketing firm.
As such, advertisers can only appeal to shoppers before a buying decision is made, according to Marla Schimke, vice president of marketing at Revenue Science.
"They don’t have a huge window to move these people through the purchase funnel," Ms. Schimke said in the MediaPost story. "This research shows that behavioral targeting is the solution."
More than three-quarters of online shoppers only shopped once a month or less. A majority researched a product once or twice before buying. The research process lasted seven days or less for 43% of shoppers.
JupiterResearch surveyed more than 2,000 Web users online in April.
Via eMarketer
Loading ...