New Enquiro Research (Whitepaper): Contextual Relevancy Affects Ad Value

I just received another great eye-tracking study today conducted by Gord (Hotchkiss) and his team at Enquiro Research. This one was commissioned by Google and it demonstrates that contextual relevancy affects ad value.

Here is a summary from the release:

Business to business (B2B) advertisements which are relevant to their context can lift purchasing intent amongst viewers by up to 36% above a non-relevant placement. This finding comes from a new study commissioned by Google which examines high-level B2B purchasers and effectiveness of Internet advertising as it relates to brand, messaging and recall.

--> Download the 7 page mini-whitepaper

Key findings from the study included:

The test readers’ intent to purchase a particular brand, a key success indicator, is lifted by 24% with relevant ads.  But a non-relevant placement leads to a 12% drop in purchasing intent for that brand - meaning a non-relevant placement can actually hurt the advertiser’s bottom line.

When it comes to remembering the actual message of an ad, users were 52% more likely to recall the details of the ad’s message when they were fed a contextually relevant ad as opposed to a non-relevant one.

Interestingly, the study’s findings show that non-relevant ads stick out more than their relevant counterparts.  Users were 16% more likely to temporarily remember a non-relevant ad, likely due to the “surprise factor” of it being out of context. However, when it comes to actual impact as measured in higher purchasing intent, the contextually relevant ads showed higher value.

High level findings from the study are now available on Enquiro’s research portal, http://www.enquiroresearch.com/whitepapers.

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