Friday, April 08, 2011

Consumers Spend 25% More Time Fixating On Ads That Are Personally Relevant To Them

The above result was just released by Yahoo and Innerscope Research.

The research was done to back the claim by Yahoo that marketers should use both behavioral and contextual targeting at the same time.

Now while I don’t know for certain, I think it would be a safe bet to say that Yahoo sells both contextual and behavioral targeting to its advertisers.

My question is the 25%. If I’m an advertiser, that number still seems low.

After all, we know that consumers spend no time fixating on ads that are irrelevant to them. And now we know that they spend 25% more time fixating on ads that are.

Twenty-five percent more of zero is still just 25%. That means that even when ads are relevant, advertisers are missing 75% of the opportunity.

Quick, go get the marketing budget. It’s time to spend.

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