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.