If it’s more bang for your advertising buck that you seek, context matters. A recent study commissioned by Google dug deep into the minds and actions of online business-to-business purchasers looking to quantify the impact of contextual relevancy for display ads. It turns out that context matters more than you may think.
According to Enquiro, which conducted the survey, “The test readers’ intent to purchase a particular brand, a key success indicator, is lifted by 24% with relevant ads. But a non-relevant placement leads to a 12% drop in purchasing intent for that brand – meaning a non-relevant placement can actually hurt the advertiser’s bottom line.”
The study also revealed that users are more likely to recall the details of the message of a contextually relevant ad as opposed to a non-relevant ad. Contextually relevent ads also showed a greater intent to purchase. For more information, download Enquiro’s whitepaper Display Advertising – Does Contextual Relevancy Make a Difference?