Skip to main content

Contextual Ads are Favored by Consumers

iMedia Connection reports that in a study that asked adult consumers what type of targeted online ad they are likely to respond to (read: click on), 62 percent cited contextual -- ("a subject of particular interest to you").

That's more than twice the number who said they are likely to respond to demographic criteria (28 percent -- "a specific group you may be a member of"). Just 24 percent of those surveyed said they respond most to geographic targeting ("businesses in your local community"), and 18 percent said they were most apt to respond to behavioral targeting (ads based on "your past behavior on a given website").

Fully one-third of respondents weren't sure or had no opinion on what method moves them most. Vendare, the ad network that commissioned the national study of 1,000 adults, concludes from the results that subject-matter orientation is most effective in online advertising.

"When you present advertising on top-of-mind topics, consumers respond," says Lynn D'Alessandro, vice president, sales, for Vendare Media's Traffic Marketplace. "Contextual advertising matches your messaging with pages on related topics, and you can't really get any more relevant than that."

Popular posts from this blog

How WLAN Transforms Industrial Automation

The industrial sector is on the eve of a wireless transformation, driven by an urgent demand for greater network capacity, reliability, and deterministic performance. Historically, manufacturers and mission-critical operations have relied on wired networks — favoring their predictability — because spectrum congestion in legacy 2.4GHz and 5GHz bands limited confidence in wireless for operational technology (OT) environments. However, with the introduction and rapid adoption of the 6GHz spectrum, compounded by significant advances in Wi-Fi standards, industrial facilities are now poised to embrace wireless LANs as the backbone for automation and digital innovation. Industrial WLAN Market Development Recent research from ABI Research forecasts that over 70 percent of industrial-grade wireless LAN access points (WLAN APs) shipped in 2030 will support the 6GHz band. This is a leap from 2 percent in 2023, highlighting a rapid and profound technological shift. The market for ruggedized indust...