San Francisco—B-to-b online advertising network Bizo released data that found that people working in the legal, retail and software sectors were most likely to take action (such as downloading a white paper or making a purchase) on online advertising.
Using what it calls an “action rate index,” Bizo measured a particular group's actions taken and online ad impressions received. An index (the ARI) was created to compare the segments of business professionals and their propensity to take action on the ads they had viewed.
The legal industry, with an ARI of 223%, was the most likely to take an action on a display ad. Retail (ARI of 192%) and software (ARI: 185%) followed in second and third place. Bizo's data also indicated that businesspeople working in operations (ARI: 257%), legal (ARI: 218%), and consulting (ARI: 157%) were the job functions most likely to take action.
Bizo said it studied campaigns running across its network in 2010 to compile the data. An “infographic” of Bizo's analysis of the data can be seen here: http://a.sw.io/g2JXRRw