Research finds contextually relevant ads are preferred by Australians
Research from insights organisation, Pureprofile, and content solutions company, Convo Media, have revealed that Australians connect more with ads that are “contextually relevant”.
According to statistics from both companies, 73.6% of Aussies have a preference for advertisements that are linked to the content being viewed.
Convo Media’s study – which looked at more than 1,000 Australians – also discovered that 69.3% of Australians find contextually relevant advertisements more engaging compared to their “traditional display” counterparts.
With the findings rolling out less than 50 days before Black Friday and Christmas, Convo Media’s chief executive officer, Monique Harris, said it’s a stark reminder for brands to tie user interests and their advertisements together.
“With Christmas and Black Friday just around the corner, brands must prioritise aligning their ads with consumer interests and habits to ensure their messages cut through the noise during this competitive period,” Harris said.
“In a fragmented digital landscape, poorly executed ads can undermine the user experience, leading to disengagement and negative brand perceptions.
(L-R): Monique Harris, Emma Yexley
“But when advertising complements the consumer’s interests and enhances their experience, it becomes far more effective.”
Meanwhile, PureProfile’s Christmas Report for 2024 found that spending on drinks/food and gifts are set to increase amongst Australians by $100 and $80, respectively. And although holiday shoppers are expected to spend more this year, close to 45% of Aussies say they are going to actively look into Cyber Monday and Black Friday deals.
“This retail season brands need more than just visibility—they need ads that create real connections and drive results,” added Emma Yexley, national sales director at Convo Media.
“Our research shows that contextually relevant ads build stronger bonds with consumers and deliver better outcomes throughout the season.”
Brands are already investing in and releasing their Christmas campaigns for 2024.
In early November, retailer Myer introduced consumers to the holiday-hating Humbug in a campaign developed with creative agency Clemenger BBDO. Meanwhile, Telstra leveraged a singing donkey for its newly released platform, and supermarket ALDI went over the top and across the water, literally, for its ‘Go a Little Extra’ platform.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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