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Contextual Ads are Favored by Consumers

iMedia Connection reports that in a study that asked adult consumers what type of targeted online ad they are likely to respond to (read: click on), 62 percent cited contextual -- ("a subject of particular interest to you").

That's more than twice the number who said they are likely to respond to demographic criteria (28 percent -- "a specific group you may be a member of"). Just 24 percent of those surveyed said they respond most to geographic targeting ("businesses in your local community"), and 18 percent said they were most apt to respond to behavioral targeting (ads based on "your past behavior on a given website").

Fully one-third of respondents weren't sure or had no opinion on what method moves them most. Vendare, the ad network that commissioned the national study of 1,000 adults, concludes from the results that subject-matter orientation is most effective in online advertising.

"When you present advertising on top-of-mind topics, consumers respond," says Lynn D'Alessandro, vice president, sales, for Vendare Media's Traffic Marketplace. "Contextual advertising matches your messaging with pages on related topics, and you can't really get any more relevant than that."

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