Redwood City, California (ots/PRNewswire)
- Increases Click Rate Responses by up to 30 Fold
Online ads that are shown to consumers based on in-category
behaviours have a substantial impact on responsiveness according to
independent research conducted by Feedback Research
), a division of Claria(SM) Corporation.
The recent study, utilizing BehaviourLink's behavioural insights
platform, highlighted how behavioural targeting technology can
dramatically increase the response rates of standard IAB banner ad
units within publisher Web sites. The study examined run of site ads
from sixteen Travel, Finance, Personals and Retail advertisers at a
major portal. The ads were evaluated on initial click rate responses
from consumers whose recent behaviour indicated an interest in these
categories versus the response rates of consumers who hadn't showed
any similar category interest in the past two weeks.
"This study is the first to conclusively show how targeting
consumers' relevant commercial behaviour can drive a massive lift in
the performance of ad campaigns," commented Jeff McFadden, president
and CEO of Claria Corporation. "Given that we have the technology to
produce results of this magnitude, we are in a unique position to use
the BehaviourLink network to work with publishers to deliver these
types of results for all advertisers."
Behaviourally Targeted Ads Provide up to 30 Times the Lift as
-- Consumers who exhibited category behavviour and were shown an ad fo
that same category within one hour, were on average, 14 times more
likely to respond than consumers who had not exhibited a category
behaviour in the past two weeks.
-- The Retail category showed the greatest lift with consumers. Those
category consumers shown an ad within one hour of exhibiting a
category behaviour were 30 times more likely to respond than consumers
who had not exhibited a category behaviour in the past two weeks.
-- Even when relevant ads were shown days or weeks after observing a
related behaviour, response rates were up to 360% higher than run of
- Finance +360% lift (1.86% vs. .41%)
- Travel +210% lift (.74% vs. .24%)
- Personals +120% lift (.40% CTR vs. .14%)
- Retail +110% lift (2.3% CTR vs. 1.1%)
-- Consumers who exhibited a category behaviour, and then received a
category ad at a run of site (ROS) section within an hour of that
behaviour, responded more favorably than consumers who saw that same
ad contextually within the vertical section of the Web site:
- In the Travel category, ads that were shown in the travel section
achieved a 1.03% click rate versus a 2.02% response rate of the
behaviourally targeted ROS ads displayed outside the Travel category
within 1 hour.
-- In terms of the impact of frequency, there was no decline in response
rates for the first three impressions when the ads were behaviourally
"Results like these are not surprising given that our Institute's
research shows that consumers are tired of the barrage of untargeted
advertising and that they would respond more favorably to ads that
were relevant to them," added Dr. Larry Ponemon, Chairman of Ponemon
Institute. "This not only improves consumers' response to relevant
ads but also enhances consumers' trust and confidence in publisher
For more information and results of the research contact Mandy
Mladenoff of SHIFT Communications -- +1-415-591-8420,
About Claria Corporation: Founded in 1998, Claria Corporation
) is a leader in online behavioural marketing.
Claria's behavioural data platform provides Web publishers and
advertisers the information they need to deliver advertisements
targeted to individual consumer interests. Claria provides marketing
research and business insights through its Feedback Research
division, delivering in-depth analytics of consumer Web usage
patterns across the Internet. Claria's Vista Marketing Services
division is dedicated to bring consumers a more relevant and highly
personalized Web experience. Claria headquarters are located in
Redwood City, California, with U.S. offices in Los Angeles, Chicago,
New York, Washington D.C., Detroit, Austin, and International offices
in the U.K. and Asia.
About Feedback Research: Feedback Research, a division of the
Claria Corporation, offers a breakthrough way to conduct one-to-one
research with tens of millions of consumers while they surf the Web.
With access to the wealth of information and respondents from
Claria's GAIN Network, Feedback Research can help advertisers find
out more about customers, because advertisers can create samples
based on what consumers actually do online versus the less reliable
method of using self-reported data.
Web site: http://www.feedbackresearch.com
Web site: http://www.claria.com
ots Originaltext: Claria Corporation
Im Internet recherchierbar: http://www.newsaktuell.ch
Mandy Mladenoff SHIFT Communications, +1-415-591-8420, or
, for Claria Corporation.