News Article Published:
Thursday, 13 September 2007
Category:
Financial Services
Tax advisers and independent financial advisers might want to look into using behavioural targeting (BT) to get their message to online customers after a study revealed that BT can be up to 22 per cent more effective than the classic contextual advertising.
A study conducted by JupiterResearch, commissioned by Revenue Science and AOL, discovered that consumers were regularly more receptive to behaviourally targeted adverts.
While contextual advertising targets customers based on single searches, displaying ads on Google search pages for example or on specific landing pages, these fail to take into account a customer's search and surf history and tendencies.
In theory, behaviour-targeted ads could make sure that a Granny Smith apple enthusiast gets adverts for shops that sell the fruit, while a music downloader entering the same search term - Apple - would see iPod adverts.
Not only does behavioural targeting ensure that the ads are more relevant to the consumer and so ensure greater receptivity, but it also targets a higher value segment of consumers.
The study found that 93 per cent of the BT receptive audience were online shoppers.
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