Originally published: Mi3, 11 November 2024
New research from Convo Media and Pureprofile indicates that 73.6% of Australians prefer ads that align with the content they’re viewing. The study, which surveyed over 1,000 Australians, found that 69.3% of respondents engage more with contextually relevant ads than with traditional display ads.
The research underscores the importance of aligning ads with user interests to foster deeper interaction, particularly during the holiday retail period. According to Pureprofile’s 2024 Christmas Report, Australians are planning to spend an additional $80 on gifts and $100 on festive food and drinks this year.
Interestingly, nearly 45% of Australians are still on the lookout for Black Friday and Cyber Monday deals, highlighting the ongoing importance of value-driven messaging.
