ADOTAS – The battle of the sexes continues — the new front is display ads. B2B targeting firm Bizo took a gender-themed analysis of clicking behavior and found that businesswomen click on ads 23% more than their male colleagues, but the latter group is more likely to perform the action requested (buy something, download a whitepaper, yada yada yada) by the ad.
CEO Russell Glass, who always can be counted on for a smart take, gives us some insight to Bizo’s findings.
ADOTAS: What made you guys want to dig deeper into gender roles and ad behavior?
Glass: The impact that gender has on a professional’s response to online ads was just one of the many trends we found, but we thought that gender and how it affects ad response is an interesting topic that related to everybody — and to our knowledge it hadn’t been looked at before. We’ll be looking at other topics in the future.
What do you think is the most interesting finding from your research? What surprised you the most?
The most interesting finding is the clear difference between clicks and conversions between genders (not to mention other areas where we saw similarly disparate results)… in this case women click far more than men do, but more rarely convert. It shows once again that a click doesn’t mean much in predicting success online, and the successful marketer will be looking at “action” metrics like purchases, downloads, conversions, etc.
What is the significance of the time-of-day data you gathered?
Our data on time shows that businessmen wait until the afternoon to do what an online ad asks them to; while businesswomen react to ads the most in the morning.
How can marketers best use this information?
Marketers should take this into consideration when planning their ads, and at the very least test campaigns that focus on time of day to see if it helps to increase conversion rates. It very well may make sense for some marketers to adjust the timing of their ads or increase the volume at certain times.
So if men are more likely to perform the action an ad suggests, does that mean they’re ready for action or just more open to suggestion?
The most difficult part of viewing data like this is “interpretation,” because candidly it’s really all guesswork unless a complete statistically significant survey was done that attempted to discern why certain behaviors prevailed. However, to throw a few guesses out there:
- There may be a gender bias on providing information online.
- Given that this is business professional data, one of the things that might be at play here is that men are more often in decision-maker positions in the workplace, and thus have the ability to convert more often than do women.
- Maybe it’s just that women are more inclined to “window shop” than men, and thus click on ads more often out of curiosity.
Do girls rule and boys drool, or is it the other way around? (I can’t remember what they used to say in grade school.)