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Context Matters for Online Ads June 17, 2009

Jun 17, 2009

NEW YORK Like print ads, context matters when it comes to the effectiveness of Internet ads, according to new findings from media researcher McPheters & Co. Analyzing the effectiveness of Internet banner ads, McPheters, collaborating with Condé Nast and CBS Vision, found that online ads running on sites with related content were 61 percent more likely to be recalled than ads on venues with unrelated content — a finding that would appear to undercut the case for behavioral ad networks..

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