Contextually relevant ads 'good for brands'
27/08/2008
Matching ads closer to the content with which they appear results in more sales. Developments take this into account.
Ads that match a website page's content are more likely to result in higher brand metrics than those that are contextually irrelevant.
This is one of the findings of a new study commissioned by Google and carried out by search engine optimisation firm Enquiro, which found that relevant ads boost web users' intent to buy a specific brand by 24 per cent, while irrelevant ads can cause a 12 per cent decrease in this intent.
Furthermore, internet users are 52 per cent more likely to remember the contents of a contextually relevant ad than an irrelevant one, although some non-relevant ads can stay in the minds of users thanks to the "surprise factor", Enquiro noted.
Despite this, contextually relevant ads tend to show better value impact in the form of enhanced intent to buy, according to the research.
Andrew Spoeth, director of marketing at Enquiro, noted that the study could be seen to highlight the importance of advanced ad targeting.
"In the work that we do with our business-to-business clients, we notice an ever-increasing pressure on ad networks and publishers to prove the value of the ad space they sell," he commented.
Google recently announced the launch of AdSense for feeds, which enables publishers to display contextual ads within RSS feed entries.
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