SOURCE: BlueLithium

October 16, 2006 08:00 ET

Behaviorally Targeted Ads Perform Better Out of Context, According to Research Report From BL Labs Division of BlueLithium

Ad Network Gives Online Advertising Industry Access to Previously Proprietary Data, Strategies and Research

SAN JOSE, CA -- (MARKET WIRE) -- October 16, 2006 -- BlueLithium, the company that's reinventing the online ad network, announced today that behaviorally targeted ads perform better when placed out of context according to a new study conducted by its BL Labs research division. The data generally supports the findings of a previous report published by Next Century Media and Tacoda, however, there were some surprises among the findings.

BL Labs analyzed over 400 million impressions across numerous sites, evaluating click-through rates (CTR) and conversion, or action-through rates (ATR) across several pre-determined behavioral and contextual categories. It also analyzed nine behavioral categories containing over 10 million impressions for patterns across various contextual categories. Analysts discovered that ads shown in the same context as behavior had a higher CTR in seven of the nine categories while ads shown in a different context had a higher ATR in five of the categories.

Deeper analysis of these categories showed performance variations depending on the context of the page and the ad. For instance, the "shoppers" category showed the highest CTR from ads on career sites and the highest ATR on female-oriented sites. "Travelers" had the highest CTR on food sites and highest ATR on career sites. Given these variations, it is important to not rely solely on pre-packaged audience segments and automated rules-based targeting, but also on custom segmentation and expert, human data analyses to maximize the performance of a behavioral campaign.

"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. Advertisers are continually pushing the envelope to get the most possible value from their online efforts so we embrace ventures like BL Labs that drive innovation."

BL Labs is a resource geared to developing new products and strategies for online publishers and advertisers. Free to industry professionals, BL Labs research offers valuable information including trend reports and insight into the effectiveness of targeting technologies.

"BL Labs has been an incredible resource for us, and now we're making it available to the industry at large," said Gurbaksh Chahal, founder, chairman and CEO of BlueLithium. "Online advertising is evolving rapidly and it is BL Labs that helps BlueLithium stay ahead of the curve, serving as a test bed for new ideas and a research facility for industry issues."

Note: Please contact blast! PR for the complete study.

About BL Labs:

BL Labs is the cornerstone of BlueLithium's mission to reinvent the ad network. It is where BlueLithium's computer scientists and engineers develop products and strategies to help publishers increase the value of their ad inventory, advertisers improve their ROI and Web users see more targeted ads and less clutter. BL Labs developed AdRevolver, BlueLithium's flagship broadband-optimized ad server; AdPath, a comprehensive suite of behavioral targeting solutions for advertisers and publishers; and AdRoll, the first behaviorally targeted video network. Today, BL Labs is developing and testing revolutionary media strategies such as custom behavioral segmentation and MingleNow, the first online/offline social network. For more information, please visit

Contact Information

  • Media Contact:
    Morgan McDowell
    blast! PR for BlueLithium
    (919) 833-9975 x.12
    Email Contact