Enquiro Announces Contextually Relevant Ads Lift Brand Metrics

New Study Commissioned by Google Demonstrates That Contextual
Relevancy Affects Ad Value
KELOWNA, British Columbia--(Business Wire)--
Advertisers are faced with many options when it comes to spending
their advertising dollars online. When offering targeting options, ad
networks can argue that ads which match the content of a web page
affect the reader differently than out-of-place ads. A new study
commissioned by Google examines high-level business-to-business (B2B)
purchasers and the effectiveness of targeted Internet advertising as
it relates to brand, messaging and recall.

Key findings from the study included:

-- The test readers' intent to purchase a particular brand, a key
success indicator, is lifted by 24% with relevant ads. But a
non-relevant placement leads to a 12% drop in purchasing
intent for that brand - meaning a non-relevant placement can
actually hurt the advertiser's bottom line.

-- When it comes to remembering the actual message of an ad,
users were 52% more likely to recall the details of the ad's
message when they were fed a contextually relevant ad as
opposed to a non-relevant one.

-- Interestingly, the study's findings show that non-relevant ads
stick out more than their relevant counterparts. Users were
16% more likely to temporarily remember a non-relevant ad,
likely due to the "surprise factor" of it being out of
context. However, when it comes to actual impact as measured
in higher purchasing intent, the contextually relevant ads
showed higher value.

"In the work that we do with our B2B clients, we notice an ever
increasing pressure on ad networks and publishers to prove the value
of the ad space they sell," said Andrew Spoeth, Director of Marketing
at Enquiro. "This study's results show us the importance of
sophisticated ad targeting."

High level findings from the study are now available on Enquiro's
research portal, www.enquiroresearch.com/whitepapers.

About the study

Google commissioned Enquiro to conduct the B2B online advertising
study as it sought to quantify the impact of contextual relevancy for
display ads. The test was conducted with 100 executive-level B2B
purchasers, and had subjects read two articles on a major online
publisher's site: one with contextually relevant B2B ads, the other
with contextually non-relevant ones. Each session utilized an eye
tracker to measure how readers looked at the page elements and
included an exit survey to measure the effectiveness of the
advertisement and its messaging.

About Enquiro

Enquiro is an independent research company and one of North
America's leading search marketing vendors. It helps B2B clients
maximize their online presence through balanced marketing solutions.
Its strategies are based on industry research and expertise in
usability, and natural and sponsored search. Enquiro has also authored
eye tracking studies which have given marketers a greater
understanding of user interaction with the major search engines and
defined "Google's Golden Triangle."

Enquiro
Andrew Spoeth, 250-861-5252 ext. 221
andrew.spoeth@enquiro.com

Copyright Business Wire 2008