Whilst it makes sense that targeting in-market consumers should lead to a strong uplift, we have proved this makes sense from a budgeting and cost efficiency point of view too.
For this Automotive client, we tested the impact of online display ads across premium automotive sites and compared this to ads run on non-automotive sites. Whilst there is a higher cost premium for this specific targeting we found there remained a 70% cost efficiency improvement on the targeted sites.
This does not mean we should put our entire budget into premium automotive display though - they experience different response rates and there is limited inventory available. As a general rule, we recommend around half of the display budget should be allocated to premium automotive sites.