Consumers Who Saw In-context Adverts Have 14% Higher Purchase Intent Than Other – New Study
This conclusion was reached by experts from Integral Ad Science and eye-tracking firm Tobii. They made a collaborative study on what is targeting consumers' attention on media.
Results of the study show that contextually relevant web advertisement not only attracts users` attention more but also helps viewers to remember both the offer and the name of the brand.
The technology used by Tobii tracks the test subject's glance way, so it allows to understand where and for how long people look at the web page.
The study shows that on average users need 10 seconds to notice an ad that is not in context and only 4 seconds for an in-context ad.
Besides that, after viewing in-context ad users are 14% more inclined to do a purchase, and they are also 5% more likely to prefer the brand to others.
Marketers should prepare for the future without cookies
It is well known that third-party cookies will go into oblivion one day soon. So, marketing specialists have to consider new methods for effective promotion.
In general, it is important to pay attention to how consumer behavior with or without cookies affects ad efficiency. But if you still have some doubts here are a few more facts:
- people who saw in-context ads 4 times are more likely to remember the brands;
- users think that in-context ads are easier and more interesting to read:
- users pay 3% time more to study in-context ads compared to out-of-context ads.
So, it becomes clear that to increase consumers' purchase intent by one-sixth all you need to do is to change the way you propose them your advertisement. And in combination with other marketing techniques, it can bring awesome results.
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