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Web News |
Microsoft dismisses music player’s linguistic lapse
Microsoft Corp. market researchers in Quebec found themselves in a potential linguistic pickle when they conducted consumer test-runs of the digital music player Zune, which the company officially announced on Thursday will be competing by Christmas with...
Canadian Technology Companies Bid for Venture...
Canadian Technology Companies Will Vie for Share of Venture Capital Dollars at Canadian Financing Forum on November 14th and 15th. Vancouver is hosting the 10th annual Canadian Financing Forum. The Financing Forum attracts top tier Canadian and international venture...
Something for everyone at Arcadia
It’s true that Canada doesn’t have a bona fide gaming extravaganza, sort of like an E3 for the general public, but Festival Arcadia at Uniprix Stadium at Jerry Park in Montreal is as close as we can get to that right now. In its second year of existence, the Nov 10-12 festival...
Yahoo Food asks: What are you hungry for next?
The Sunnyvale, Calif.-based company said Wednesday it was offering Yahoo users thousands of recipes, advice from regional celebrity chefs, video cooking guides and easy-to-use Web tools to help cooks answer the daily question: What's for dinner? The Web media giant is looking to create a new lifestyle business in...
Lenovo Canada boss leaves for Tech Data gig in U.S.
Murray Wright, CDN's top newsmaker for the year for 2006, is moving down south to head Tech Data's US sales. “Lots of changes in this industry and I guess I am part of it,” said Wright, who has been running Lenovo Canada since Oct. of 2005.
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11.15.06
Interview - KnowledgeStorm's Jeff Ramminger
 By Manoj Jasra
It's conceivable that when targeting a demographic, tunnel vision could become an issue.
For instance, you're a bookseller, which means you choose avenues that get you to the reader, but you may not think to target travelers, or perhaps night security workers - you know, people that read often, but may not fit the obvious.
Blue Lithium, or BL Labs, recently conducted an analysis of 400 million ad impressions, evaluating their click-through rates (CTR) and the action-through rates (ATR) across behavioral categories.
The study found that though in-context behavioral ads typically had a CTR, out-of-context advertisements (or, perhaps better, peripheral) often had a better ATR, or action taken after the initial click.
"Ads that were shown out of context converted 19 percent higher than behaviorally targeted ads shown in context," writes Chris Richardson at the WebProBlog. "So in other words, be creative with your ad targeting and new leads should follow!"
For instance, though those in the "shoppers" category showed the highest CTR from ads on career sites, the most action was taken from ads appearing on female-oriented sites.
This could make sense if you think that job-seekers just dream about the new stuff they can get if they get that new job.
They don't actually have the means to buy that cashmere sweater just yet. Women with credit cards at the ready, however, are a different story altogether.
Similarly, though users in the "travelers" category may click most often from food sites, the highest action rate came from career sites.
Is that because they are moving or planning to move to find that next great job? Did a spouse get relocated?
"Behavioral targeting is one of the most effective techniques in driving conversions, but what this study reveals is that pre-packaged audience segments and automated rules-based targeting may not capture the full benefits of behavioral targeting," said Alyson Yaffe, media supervisor for Media Contacts.
"Instead, ad networks need to focus on custom segmentation and data analysis to optimize the nuances of behavioral targeting for each campaign. This type of real life data is a huge help for marketers and agencies."
About the Author:
Manoj is also the author of Web Analytics World. Web Analytics is an essential component in developing a successful
online campaign. Help convert visitors into customers by understanding
them.
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