BT Enhanced Smart Ads Outperform Non-BT Ads By 40.4%
Posted on 20 January 2010 by Patrick FlanaganNo Comments
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Loading ...So here is a very interesting data point, from one recent Pointroll campaign that had part of the ad impressions benefiting from Yahoo! BT data and the other part of the impressions did not include any BT data.
BT enabled Pointroll ads had a 41% overall higher interaction rate than non-BT enabled Pointroll ads.
Same creative. Same publisher. Same timeframe. Basically as many other variables were held constant between the two groups except the inclusion of BT data within the test group. Sure, its not airtight statistically sound case due to the single campaign data point, but its very indicative of other similar campaign results the team has seen when comparing BT enabled ad results with those that did not receive any additional insights from BT data.
The important point to take away is BT works. By using user level “hints” to better select what creative, copy and content elements should be inserted into the ad units, BT enabled ads are just more relevant and personalized to the user. Therefore its no surprise that these more personalized ads receive more interest as expressed in either interactions or clicks.
If we look at click-thru rates as another meaningful measure, BT enabled Pointroll ads had a 73.5% overall higher click-thru rate than non-BT enabled Pointroll ads.
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