‘Advertisers need to meet consumers where they are’: GumGum unearths Australia’s attitude towards contextual advertising

Technology company GumGum has released the findings of its Digital Advertising Pulse Check report, uncovering what Australians really think of contextually relevant ads.

With insights gathered from 1003 Australians who are 18-years-old and above, the report found that Aussies look favourably upon contextually relevant ads that are delivered alongside the content they are consuming, particularly as privacy concerns become a major issue among consumers.

62% of the report’s “non-neutral respondents” agreed that contextually relevant ads would better capture their attention compared to other alternatives; 70% said that they have more faith in contextually relevant ads.