Three quarters (73.6%) of Australians prefer advertising aligned with the content they’re viewing, according to research from Convo Media and Pureprofile.
The study of more than 1,000 Australians also found that 69.3% engage more with contextually relevant ads than with traditional display ads.
Convo Media CEO Monique Harris said brands must prioritise aligning ads with consumer interests and habits to ensure their messages cut through the noise during the competitive Christmas and Black Friday sales. .
“In a fragmented digital landscape, poorly executed ads can undermine the user experience, leading to disengagement and negative brand perceptions," she said.
"But when advertising complements the consumer’s interests and enhances their experience, it becomes far more effective.”
Convo Media national sales director Emma Yexley said brands need more than just visibility, they need ads that create real connections and drive results.
"Our research shows that contextually relevant ads build stronger bonds with consumers and deliver better outcomes throughout the season," she said.
According to Pureprofile’s 2024 Christmas Report, Australians are planning to spend an additional $80 on gifts and $100 on festive food and drinks this year.
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