Study Shows: In Context Out Performs General Ads
Seeing an ad in context on a web page has a direct positive impact on ad effectiveness, according to a pilot study conducted by OTX (Online Testing eXchange), a consumer research and consulting firm. Advertising placed on relevant pages of content on neutral and general interest websites outperformed the same advertising on out of context pages and equaled the response to the same ad on a highly relevant website. The study, the first in a series, was commissioned by ContextWeb, creator of online ad exchange ADSDAQ.
The study tested an electronics ad on the web pages of three different environments: a consumer electronics site, the technology section of a newspaper site and the opinion section of the same newspaper site.
The ad on the technology page of the newspaper’s site outperformed the ad in the opinion section, and equaled the performance of the ad on the computer website.
So the moral of the story is that ad effectiveness is far superior when the ad is in context – on a relevant page or on a relevant site rather than on a neutral page. In essence, ads placed on relevant pages can provide the same advantages as those placed on relevant sites.
Anand Subramanian, CEO of ContextWeb said “This study demonstrates that context definitely matters, and selecting the page where the online advertising appears is much more important than simply selecting an appropriate website.”
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