Recall Boosted 52% With Contextually Relevant Ads
ADOTAS – It’s all about the context. That’s the word from Google, which commissioned a study examining the effectiveness of targeted Internet advertising as it relates to brand, messaging and recall. Enquiro, an independent research company, conducted the study.
Key findings:
• 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.
• When it comes to remembering the actual message of an ad, users were 52% more likely to recall the details of the ad’s message when they were fed a contextually relevant ad as opposed to a non-relevant one.
• The study’s findings show that non-relevant ads stick out more than their relevant counterparts. Users were 16% more likely to temporarily remember a non-relevant ad, likely due to the “surprise factor” of it being out of context. However, when it comes to actual impact as measured in higher purchasing intent, the contextually relevant ads showed higher value.
Check out more from the study here.
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