It's conceivable that when targeting a demographic, tunnel vision could become an issue. For instance, you're a bookseller, which means you choose avenues that get you to the reader, but you may not think to target travelers, or perhaps night security workers - you know, people that read often, but may not fit the obvious.
Blue Lithium, or BL Labs, recently conducted an analysis of 400 million ad impressions, evaluating their click-through rates (CTR) and the action-through rates (ATR) across behavioral categories. The study found that though in-context behavioral ads typically had a CTR, out-of-context advertisements (or, perhaps better, peripheral) often had a better ATR, or action taken after the initial click. "Ads that were shown out of context converted 19 percent higher than behaviorally targeted ads shown in context," writes Chris Richardson at the Del.icio.us | Digg | Yahoo! My Web | Furl Bookmark Murdok:Thinking Outside The Context For Ad Targeting
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