Research Shows Context Is Key For Online Advertising
Internet users react more positively to advertising on websites they have a strong relationship with, according to the latest research from the Association Of Online Publishers.
The study claims that users of quality content websites, such as economist.com, FT.com and guardian.co.uk, are the most attractive audience to advertisers both in terms of demographic and online behaviour.
These so-called ‘online elite’ view the internet as a vital decision making tool, with 85% citing it as their first port of call for information and a further 80% regularly going online to research potential purchases.
Critically, users of branded, quality content sites were found to have spent an average of more than £800 in the last six months, compared with the general online user spend of just £570 during the same period,
The study also shows that the online elite are highly responsive to online advertising. Around 80% of respondents admitted to having clicked on an ad and a further 67% claimed to have book-marked a site, purchased a product, or requested further information after seeing an online campaign.
The AOP claims that ‘context in king’ when it comes to online advertising. Almost 65% of internet users say they prefer to see online advertising that relates to the content they are viewing and more than 50% say they pay more attention to advertising on websites they trust.
Commenting on the findings, Bill Murray, chairman of AOP, said: “Our research has confirmed that the stronger the relationship users have with a site, the more positive their reaction to its advertising. As a result we can confidently state that context is king when it comes to placing advertising online, and brands need to carefully consider which sites they choose, and the relationships these sites have with their users.”
He added: “The findings are great news for online publishers as they can demonstrate to advertisers the value of advertising on quality content sites, and therefore reaching the sought-after online elite’. In turn advertisers must look to all the research that is available when placing online spend, so they get the best value for money, and reach the most responsive audience.”
Recent research from Dynamic Logic shows that the majority of internet users believe that the frequency of pop-ups and other intrusive advertising formats should be limited to just two per hour (see Internet Users Want Number Of Pop-Ups Limited).
Association Of Online Publishers: 020 7400 7562 www.ukaop.org.uk
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