This is surely a controversial study, but also keep in mind it is sponsored by a behavioral targeting vendor (Tacoda), so take it as such: According to a new “Eye Tracking” study, behavioral ads win hands down, compared to contextual ads. The study showed that behavioral targeting generated an average of 17% more ad looks than contextual targeting. Furthermore, after the first exposure, the advantage actually increased to 54%.
Reasons? Bill Harvey, Next Century Media CEO, conductor of the study, replied, “It is probably a combination of more relevancy and less clutter…It could be that there are just too many ads for the same product category attacking the user’s eye in contextual targeting, causing the user to avoid looking at any of them”.
Some more details in the PDF release…
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