As per DoubleVerify’s recent study, 48% or more consumers have a greater likelihood of engaging with contextually relevant ads across categories.
The report found that 44% of consumers tried new brands after seeing relevant ads, and 69% are likely to view an ad if it's contextually relevant. Media placements are crucial, as 67% of consumers are likely to look at an ad served on a news site trusted by them.
Consumers (55%) are less likely or would never use a brand appearing next to fake news. Further, with consumers spending time at home amid COVID-19, time spent with online content has significantly increased.
Consumers now spend six hours and 59 minutes a day with the content on average, compared to three hours and 17 minutes, pre-pandemic. YouTube saw consumers’ time spent surge by 43%.
[3 minute read]