This New Study Shows How Relevant Content Can Boost Ad Performance

Digital advertising has been experiencing a bit of a crisis as of late, with one out of every three internet users complaining that they are going through digital fatigue with all things having been considered and taken into account. Such fatigue is risky because of the fact that this is the sort of thing that could potentially end up making them pay less attention to the ads they see than might have been the case otherwise.

A study conducted by Sapio Research on behalf of DoubleVerify revealed that the solution to this problem is quite simple. 67% of viewers who were polled in this survey agreed that they would be more likely to pay attention to an ad if it is placed next to content that is relevant to them. With all of that having been said and now out of the way, it is important to note that 61% also stated that they would be less likely to buy from a brand that advertises next to disinformation or other harmful forms of content.

55% of consumers are now viewing far more content on a daily basis. 39% have gone so far as to subscribe to more content with both paid as well as free subscriptions. This gives brands the chance to position their ads next to relevant content, and being more discerning about the content that their ads are viewed next to can help them get on their target market’s good side.

With 49% of consumers saying that they would actively lobby against brands that they feel are promoting misinformation, it is high time that advertisers start paying heed to their content options. Accountability is the name of the game, and this indicates that the direction of the market’s future is no longer going to be dictated by their ability to track users.

We are entering a brave new world that is devoid of cookies and third party tracking. Rather, brands must make smart choices about ad placement if they want the right amount of engagement, and this can also aid them in getting a good reputation among consumers.

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