Advertisers Using Relevant Ads Score More Attention
Consciously or not, consumers spend 25% more time fixating on ads that are personally relevant to them. That’s according to a new study conducted by Yahoo and Innerscope Research, which examined the emotional and cognitive responses to online ads using biometric and eye-tracking measures.
“This research … sheds light on the nuances of when and why marketers should use behavioral [versus] contextual targeting or both,” said Lauren Weinberg, Yahoo’s senior director of strategic insights and research.
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