Online Shoppers More Receptive to Behaviorally Targeted Ads Than Contextual Ones
Sixty-five percent of respondents to a recent survey said they pay most attention to behaviorally targeted ads. These are ads based on shoppers' aggregated online behavior gleaned from the sites they visit and reflective of their specific interests. Thirty-nine percent of respondents, on the other hand, said they pay most attention to contextually targeted ads, which are ads that are directly related to their online activity. This is a 10 percent decrease since 2007.
These were the top-line results of a survey conducted on behalf of behavioral targeting firm AudienceScience by the JupiterResearch unit of Forrester Research. The survey was designed to measure the receptiveness of online shoppers to behavioral targeting.
For the survey, JupiterResearch surveyed 2,151 online consumers in the U.S. about their online shopping experiences and online advertising perceptions. In particular, it asked those who said they researched and/or made a purchase online during the past 12 months (76 percent) about their behaviors when making purchase decisions and their attitudes about different advertising tactics.
Online shoppers visit numerous Web sites during a typical day, the survey found. In fact, 55 percent said they visited six or more sites during their most recent online sessions — either related or unrelated to online shopping. In addition, 53 percent of online shoppers said they connected to the Internet fewer than three times to find information related to their most recent purchase decisions.
Furthermore, 49 percent took three days or fewer to consider their purchases, indicating that the opportunity for reaching them with advertising is small.
Given the limited opportunity for reaching online shoppers, the survey report said advertisers should make sure they’re reaching potential customers with relevant advertising as often as they can.