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Direct Response Marketing

Women Embrace Contextually Relevant Ads

11 Jul, 2012 By: Doug McPherson


CHICAGO – If you’re looking to get female customers with your online ads, keep reading. A survey about online video ads by Dynamic Logic, an online research company, finds that women say contextual video ads make them feel more favorably toward both the brand (62 percent) and the site where they saw the ad (56 percent), making contextual targeting for video a win-win for publishers and advertisers.

Half of respondents say their overall browsing experience was more valuable because the ads were perceived as relevant to what they were doing at the time – relevant to the content of the webpage.

The majority surveyed says contextual relevance is particularly important to them. A full 70 percent say they basically ignore online video ads that are “irrelevant to the site” (but not necessarily irrelevant to the women). And almost 70 percent say they were more likely to notice to ads that were contextually relevant to the site.

Other surveys have also found that relevance leads to consumer attention. Researchers say contextual ads offer the benefit not just of relevance in general, but relevance to the specific online task web users are doing when they see the ad.

The survey was conducted in March 2012 on behalf of contextual advertising firm Vibrant Media to discover their attitudes about contextual targeting.


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