More data from a McPheters & Company study about online ad effectiveness shows that content on the site where the ad runs is very important to ad recall. Which, let’s be serious, makes a lot of sense.
Ads running on sites with related content – entertainment ads on entertainment sites, etc – were 61% more likely to be recalled than ads on sites with unrelated content. There are differences in recall based on the type of product being advertised and the type of site displaying the ad. Social networks, shopping sites and food sites had the highest recall levels; search and portal sites had the lowest.
So advertisers already targeting their ads on sites or site sections with relevant content have some data to back up their strategy. Those advertisers who aren’t targeting – especially entertainment and food advertisers – might want to refocus their energy – and dollars. And if you’re selling online advertising, getting your advertisers into the best-suited content should help their success, and yours.
Wednesday, Jul 8, 2009
Michelle OBrien