BL Labs has released a new study titled ‘Behaviorally Targeted Ads Work Better Out of Context’.


BL Labs has released a new study titled ‘Behaviorally Targeted Ads Work Better Out of Context’.

BL Labs analysed data that included 400 million impressions across various sites and campaigns. BL Labs also analysed nine behavioral categories that had over 10 million impressions.

Key findings of BL Labs study include:

– The Click-thru-Rate for behaviorally targeted ads shown in a different content category was 108% higher than ads shown in the same category

– Visitors click more often on behaviorally targeted ads when the ads appear out of context

– The overall Conversion Rate or Action-thru-Rate for behaviorally targeted ads shown out of context was 19% higher than behaviorally targeted ads shown in context

– For nine categories with more than 10 million impressions

— Ads shown in same content category as behavior had a higher CTR 7 out of 9 times

— Ads shown in different content category as behavior had a higher ATR 5 out of 9 times.

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BL Labs Press Release

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