Don't Forget To Target "Out-of-context" Leads

[jmiller]

As you all know, click-through doesn't always mean conversion. A recent study revealed that out of context ads (i.e., ads that might appear based on associated, but necessarily directly linked, topics) have higher Action-through-rates than in-context ads.

So, a travelers take more action at career sites than other sites. Why? Maybe because a spouse was relocated. While they're looking for a new job in a new area, they may also look about the best ways to get there or how to use up unused vacation time.

So, it's more peripheral than "out of context," but it is interesting.

Article here.