69% of consumers are more likely to view an ad if it’s contextually relevant

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 29, 2020, 9:14 AM UTC

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%.

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