This Online Ad is Out of Context…and Effective!

Posted by Laura Bergells

January 21, 2006

Here’s a bit of seemingly counter-intuitive news: a study conducted by Next Century Media found that online ads displayed out of context generated more looks than when ads displayed on pages where the content related to the ads.

Further, the results indicate that ads unrelated to the page’s content generate interest even on repeat viewing. You can read the article here.

However, you’ll note that the article was careful to say “generate interest”. It didn’t say “click-through” or “buy from”. Of course seeing an ad for– say, a stuffed monkey — when you’re interested in researching — say, fire extinguishers — is going to grab your interest.

At this point in the evolution of internet advertising, it’s highly unexpected, and that’s bound to grab your interest and attention.

And seeing an ad for a stuffed monkey will probably even make you furrow your brow before shrugging and continuing to research fire extinguishers.

If I wore a purple hat with ostrich feathers to a business meeting with a group of bankers, I’d “generate interest” and “looks”. And even on a repeat viewing, I’d generate interest, too.

It’s called “a double-take”.

I would definitely make an impression. But I doubt if I’d made a positive impression…and there’s the rub.

What is your objective when you are investing in internet advertising? If you’re looking to make an impression, make sure you make a positive impression. And that usually means good creative on an in-context site that will deliver a high number of impressions.