Marketing Ah-Ha...Web Placement Matters!

Great research was just released on MarketingVox done by Conde Nast stating that Ads that run on websites with related content are 61% more likely to be recalled than ads running on sites with unrelated content. Can't say that is much of a shock, but good to know that the way we have been planning media at the agency follows the research. We have seen success in our analytics (2-3x's better) for the ads we have placed that were either contextually or behaviorally.

Many publishers and ad networks try to sell on reach and low CPM's, and believe that media planners only want low CPM's, with less emphasis on placement, trying to make it a numbers game (i.e. if the average CTR is .1%, I would need to buy 4 million impressions to get the 4000 clicks to make the campaign successful). We believe that the placement is most important, reaching that potential customer as close to a decision making process as possible. We do not believe in playing a numbers game because we believe that "Content is King" and it has played out well for us in our digital campaigns for our clients, as well as in the Conde Nast research.