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TACODA Eye Tracking Study Reveals 17% More Engagement For Behavioral Targeted Ads over Contextual Targeting

Landmark Study Also Finds that after the First Exposure, the Behavioral Targeting Advantage Skyrockets to 54%

NEW YORK (January 17, 2006) TACODA, the leading provider of behaviorally-targeted online advertising solutions, today released the results of the first eye tracking study ever conducted comparing behavioral targeting to contextual targeting in driving engagement for brand advertisers. Among the results: behavioral targeting generated an average of 17% more looks at these ads than contextual targeting, and after the first exposure, the advantage skyrockets to 54%.
The immediate implication of the study is that not only can behavioral targeting help advertisers create more engagement with consumers have their online ads actually noticed by them, but that it can help the ads be noticed more often and for more time the more that consumers are exposed to them. Behavioral targeting uses internet technologies to reach people with highly relevant ads based on what they read and where they navigate while contextual targeting places ads adjacent to editorial content expected to be visited by target audiences.

Stock Option Trading TACODA and research pioneer Bill Harvey, recently announced a sizeable study to explore how and why behavioral targeting outperforms contextual targeting in numerous measures of engagement including purchase intent, advertising awareness, branding measures, and ROI.

As a supporter of contextual advertising, Chris King, Head of Affiliates at BT, “We’re excited about the possibilities afforded by td AdMatch. Online consumers are becoming ever more savvy and the need for solutions to more effectively engage with them through targeted, relevant advertising is growing. td AdMatch will allow BT to drive even better performance from our ads through contextual targeting.”

Currency Day Trading In the first release of findings last month, case studies from numerous Internet companies were compiled showing that behavioral targeting often outscores contextual targeting in click-through rate, purchase intent, ROI, and many other media effectiveness measures. This was unexpected because both behavioral targeting and contextual targeting share the same target audiences and the editorial environment of contextual targeting was always believed to increase attention to ads.

This initiative coupled with TACODA's strict rules of conduct and enforcement for its network publishers sets a new standard for advertising networks. "Our goal is to provide advertisers with a 'clean, lit environment' for their marketing messages, " says TACODA President & COO Curt Viebranz. "Since behaviorally targeted ads are, by design, served out of context to people rather than pages, advertisers must be reassured that their ads won't appear on pages that will in any way damage their brand. Brands that entrust TACODA to serve their ads will be confident of a clean environment."

Financial Software Trading The eye tracking study was conducted in November-December 2005 in cooperation with Panasonic, whose plasma TV screen ads were tested along with ads for a car company and a computer company.

Online Stock Trading Company On why behavioral targeting ads generate more looks than contextual targeting Bill Harvey, CEO of Next Century Media, says It is probably a combination of more relevancy and less clutter. It could be that there are just too many ads for the same product category attacking the users eye in contextual targeting, causing the user to avoid looking at any of them. Even though they are on that site researching a planned purchase, they might try to stay focused on the editorial content during that process, resisting the bombardment of similar ad messages. On the other hand, when in the market for a product, and finding an ad for that product in a completely unrelated site, the user might react to the surprise of that unexpected event by looking at the ad. We call these two hypotheses Clamor and Surprise respectively, and will be studying both of them more in future studies.

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Forex Day Trading This is really landmark research. We never expected to find that Behavioral Targeting seems to escape the same banner burn-out problem that Contextual Targeting suffers from, said Dave Morgan, TACODAs CEO. Behavioral targeting is certainly being revealed to be even more powerful than any of us expected and this study suggests new ways to use behavioral and contextual targeting to complement each other to achieve the greatest advertising effectiveness.

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Financial In Market Next Century Media (www.nextcenturymedia.com) is a company formed and nurtured by some of the brightest minds in marketing. Its mission is to develop methods for making marketing more effective and accountable. Based in Gardiner, NY, they have done so since 1993, leading the way in addressable commercials, measuring media effectiveness, and improved measurement of television audiences on a near-census electronic basis with consumer permission.

Stock Trading System New York-based TACODA (www.tacoda.com) is the worlds largest provider of behaviorally-targeted online advertising solutions. Through TACODA Audience Networks, brand advertisers can reach their target audiences on premium sites at substantial scale, and do it simply and cost-effectively while generating powerful, actionable audience insights. By delivering relevant messages to more than 110 million unique users across over 3,000 individual national, regional and vertical websites, TACODA simplifies behaviorally-targeted buys for brand advertisers. Virtually every top 50 online advertiser has run behaviorally-targeted campaigns on either TACODAs network or TACODA-enabled websites.

Day Trading Stock Tip TACODA, AUDIENCE NETWORKS and AUDIENCE MANAGEMENT SERVICES are trademarks of TACODA Systems, Inc.

Financial Forex Forex Software Source: Tacoda

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