Out-of-Context – The New Way To Advertise

Fred Wilson writes about a company he funded that uses targeted out-of-context advertising based on behavioral cues.

The data shows that behavioral ads are 17% more effective in engaging readers than contextual ads. But more importantly, after the first exposure to both ads, the behavioral ads perform 54% better than contextual.

Car ads in the sports section instead of the auto section? That's heresy. But effective heresy has a way of becoming… orthodoxy.

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  • Take a look at “Why We Buy. The Science of Shopping” by Paco Underhill.

    He talked about the same concept (in 1999) in great detail… but focused on store display and product placement at retail.

    It’s great common sense for marketers in retail, distribution, and manufacturing. Product managers especially would benefit.