Adrants echos the results of the buzzword face-off: Behavioral Targeting versus Contextual Marketing.
And the winner is (ta-daaaaa)....Behavioral (shout out to Jaffe Juice sponsor: Revenue Science)
...study on an Internet advertising campaign (using Tacoda's network) for Panasonic found behavioral targeting identified and reached 50.3 percent more imminent buyers of Panasonic plasma TV's than contextual targeting
The results are pretty overwhelmingly in favor of BT...and for those not in the know, what we're talking about here is the difference between a pure technology solution versus one which builds in elements of humanity (registration, permission) on top of the technology component.
The substantial delta/differential could be baded on the registration variable, or it could be based on (ironically) context...in terms of the ability to serve up messaging in more familiar/recognizable/visible real estate. Interesting nonethless.
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