Ads running on sites with related content are 61% more likely to be recalled than ads running on sites with unrelated content, according to a new study from Condé Nast and McPheters & Company.
The US study also found that there were large differences in recall by type of product advertised, while recall of ads varied by site type.
Social network, shopping, and food sites generated the highest recall levels (29% to 39%), with search and portal sites generating the lowest recall levels.
Scott McDonald, Condé Nast SVP/research, said: “The magnitude of the differences we found offers compelling evidence that targeting by site yields important benefits for advertisers.”
Drew Schutte, SVP and chief revenue officer for Condé Nast Digital, added: “While we have long known that context is important for print advertisers, we welcome proof that the same is true online. These results reinforce the importance of a marketer being associated with category-specific Web sites with established brands.”
In the analysis, each of the 400 ads for which recall was measured was associated with the websites in which they appeared. Ads were segmented by whether they appeared on websites with related content. Recall of ads was measured among US internet users who were directed to surf the internet at will for 30 minutes.
At the start of April, the IAB revealed that UK online adspend grew 17.1% in 2008, to £3.4 billion (see UK online adspend grew 17.1% in 2008).
In the US, meanwhile, internet advertising revenues topped $23 billion in 2008 (see US internet adspend topped $23bn in 2008).
