According to a report by marketing research company Synovate for Vendare Media’s ad network Traffic Marketplace, consumers are more than twice as likely to click on an ad if it’s contextual. Three out of five participants responded to contextual ads as opposed to ads targeted by demographic, geography, or behavior. When asked what sort of ad they were likely to respond to, 62% cited ads that were “a subject of particular interest to you.”
Just 28% said they would respond to demographically targeted ads, 24% said they would respond to geographic ads, and only 18% said they would respond to ads based on their web activity (behavioral). While findings for non-contextual ad targeting methods were low, the study also notes that 1/3 of respondents said they either weren’t sure about what they would respond to, or had no opinion on the subject.
Although contextual ads came off as the most preferred, the study also found that opinions varied from demographic to demographic. Those from higher income households ($75k or more) were more likely to respond to non-contextual ads than those from lower income households.
“Targeting isn’t an either-or decision, so it’s best to mix and match targeting tactics — especially when it comes to educated, prosperous consumers who simply won’t respond to messages that aren’t personally relevant,” said Traffic Marketplace VP of sales Lynn D’Alessandro in a statement. She adds, “If your messaging says ‘we know what’s on your mind,’ plus ‘we are you,’ ‘we are where you live,’ and ‘we are ready to handle your online needs’, you have four good shots at reaching your best customers.”