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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 sites with unrelated content—a finding that would seem to undercut the case for ad or behavioral networks, which target viewers based on their Internet usage habits.
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