User Behavior as Noted by Online Advertisement Study Finds that Contextual Ads Have Highest CTRs

Apr 5, 2007 - 9:56 am 3 by
Filed Under Contextual Ads

A High Rankings thread discusses a recent marketing study that showed that users are inclined to prefer contextual ads over advertisements that stand out from the native content of any website.

Many users are not surprised and are happy with the findings:

The more it blends into your site, the better...

Not everyone feels that way. One even considered this a deceptive practice:

This seems disturbingly close to misdirection, if you ask me.

Basically, my understanding is that the more you disguise the ad so that it looks like the content that the readers trust, the more likely they are to click on it.

I see that as a violation of trust, not smart marketing, sorry. Ad Cloaking, if you will.

If I went to a site that I thought was trustworthy and began to find myself on ads (and being redirected off the site in the process) I'd stop going back.

While the information proved useful, there are still missing pieces of the puzzle:

Do the same people click the ads in both case, i.e. is it all the same people + more, or different people? Which group converted better?

and

1)What was the conversion rate after the click? If you've just been tricked there, I suspect it's low. 2)Did the visitor return to the site again after clicking on the ad, and if so, did their behaviour change afterward? 3)What is the visitors perceived trust of the site before and after the advertsment click? I doubt it changes much for visible ads, I'd like to see the data on camoflaged ones.

I think that the missing data would be pretty important for the clearest picture. Regardless, the information is useful when planning an ad campaign. What do you think?

Forum discussion continues at High Rankings.

Note: Ben wrote about this the other day under the title Banner Blindness Becoming Worse: Users Getting More Savvy Identifying Ads In Content.

 

Popular Categories

The Pulse of the search community

Search Video Recaps

 
- YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Google News

Google Ad Revenue Up 8.5%, Overall Revenue Up 12% & AI Overviews Served To 1.5B+ Users Monthly

Apr 24, 2025 - 4:34 pm
Search Forum Recap

Daily Search Forum Recap: April 24, 2025

Apr 24, 2025 - 10:00 am
Google Updates

Google Search Ranking Volatility Heats Up April 22-23

Apr 24, 2025 - 7:55 am
Google AdSense

Google AdSense Policy Center Adds 3 Policy Issues, Filters & Review Process

Apr 24, 2025 - 7:51 am
Google Search Engine Optimization

Google Merchant Center EnergyConsumptionDetails Replaced By certificationIdentification But Backwards Compatible

Apr 24, 2025 - 7:41 am
Google Maps

Google Business Profiles Video Interview On Verifications Must Knows

Apr 24, 2025 - 7:31 am
Previous Story: Google Undergoing Fundamental Search Changes?