JupiterResearch: Behavioral Better than Contextual Ads


dodgeball2.jpgRevenue Science, Inc. has released a study conducted by JupiterResearch that found online users are consistently more receptive to behaviorally targeted advertisements than contextual advertising.

Results showed that targeted behavioral ads outperformed contextual ads up to 22%. Also found was that the audience interested in behavioral ads is considered of higher value because they, on average have a higher income, spend more money online and shop more often online. However, behaviorally targeted ads performed better with both higher and lower spectrum spenders. Of those who spend over $500 online annually, 10% were more receptive to the BT ads; whereas with users who spend less than $500 online 17% proved more receptive.

In April over 2,000 people were surveyed for the report, offering their thoughts on which ads drove their interest and actions, and their receptiveness on different types of ads. Across the board, 14% more online users prefer BT ads to contextual ads which represents as much as 63% of the entire online audience.

Marla R Schimke, vice president of marketing at Revenue Science stated, “This study also reaffirms our belief that Internet users favor advertising relevant to them personally and that advertisers should employ behavioral targeting campaigns to maximize their return on investment.”

The study also found that over 75% of online users who shop, shop less than once a month and usually only research a product once or twice before making a purchase. Schimke responded to this by stating, “Due to the level of consumers’ online activity, marketers have to maximize a limited opportunity to move consumers through the purchase funnel and this research shows behavioral targeting it the solution.”


  1. Conspiracy theories are alive and well today. The association of the ad is purely coincidental, but good observation.

    > Robert Regular, Publisher

  2. What does 22% better mean?

    The results seem to be based on user’s reported preferences, “Across the board, 14% more online users prefer BT ads to contextual ads which represents as much as 63% of the entire online audience”.

    Are they sure that user’s reported “preference” coincides with their actual follow through with an ad?

    Seems a bit more like a marketing piece than a piece of real research.


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