When it comes to the effectiveness of online advertising, most people just think that if an ad for a product or service runs on a page of content directly related to that ad, it will be noticed, read and/or acted upon more than the same ad run in unrelated content, out-of-context; pudding if you will. But how do you prove it?
We started by working with some pros - OTX, a leading global consumer research and consulting firm (http://home.otxresearch.com/) that specializes in measuring and testing the impact of advertising messages on brands. In fact, we have done two, separate industry category studies on the effectiveness of contextual advertising with the folks at OTX; one with a leading personal consumer electronics advertiser and have just completed a second with a leading consumer packaged goods advertiser (Download the PDF).
The results prove what many have thought, but very few have ever tested: context works.
Our study tested the same skin care ad for three separate placements; on a general news page, on a page of content from a general news site specifically about skin care, and finally on a website specifically about skin care. 600 women between the ages of 18-65 saw each ad. The results conclusively show that the ads seen on pages of content directly related to the product produced significantly higher brand recognition for both the product and the advertiser than the ad seen in out-of-context content. (Read the press release here.).
Sometimes some of the most effective solutions in advertising are right in front of us. There certainly are a number of targeting options available for advertisers and their agencies. Geographic, demographic, behavioral, time-of-day are just some of everyone’s favorites. But as audiences continue to pursue their interests out beyond the portals, on the millions of vertical content sites (we like to call that the “Passion Tail“), smart brands will do well to start “in context,” before heading to the pudding.
译文:
新研究：相关网页的广告投放效用更高
谈到在线广告的效用，很多人都会认为：和那些投放在不相关内容页面、偏离主题、断章取义的广告相比，投放在直接相关的内容页面上的产品/服务的广告，会被更多的人注意、观看以及（或）因而采取行动。但是你如何证明以上的看法呢？
首先，我们和OTX的专家们一起做了些研究。（注：OTX是一家全球领先的消费者研究及咨询公司。该公司致力于测量/测试广告信息对品牌的影响力。网址是：http://home.otxresearch.com/）实际上，我们和OTX的朋友一起，就文意相关的广告分别做了两项行内研究。 第一项的研究对象是主要针对个人消费类别的电子设备广告商；刚完成的第二项的研究对象是主要的包装货物的广告商。(点击下载PDF文件).
以上的结果证明了很多人的想法，但是其中的信息却只有很少能证明：选择相关的页面进行广告投放是有效的。
我们的研究组也对投放在三个不同的位置（一般的新闻网站；一般新闻网站中关于护肤的新闻页面；一个关于护肤的信息网站）的同一个护肤广告进行了监察。共有600个年龄介乎18-65岁的女士分别看了以上三个位置的广告。总的结果显示：和那些发布在内容不相关的网站的广告相比，和产品直接相关的网站上的广告更能使消费者对产品和广告商留下深刻的品牌印象。(点击阅读新闻稿 ).
有时候，最有效的广告手段其实就在我们眼前。于广告商和代理来说，一定有一些符合产品定位的各种选择。地理的，图片的，行为的，时间刻度等等这些只是受广告商热爱的众多方式的一部分。当被我们称之为“热切追踪者”的、目标明确的观众继续在几百万信息纵横的门户网站上寻求感兴趣的信息时，聪明的品牌经营者会发现进行“关联内容的广告投放”而不是“随便选择”是相当有好处的。