People encounter advertising all throughout their day — whether working, shopping, or unwinding with media. While ad impressions are inevitable, ad relevance — and thus ad impact — is not. So, how often are the ads people see relevant to their interests and needs? How do our audiences feel as a result?
Recently, we surveyed nearly one-thousand members of the DISQO audience to find the answers to these questions. The report is available today, and covers the following topics:
- Consumer interest in viewing relevant ads
- Relevance of typical ads seen
- Factors that determine ad relevance
- Consumer sentiment in relation to ads
Here are some highlights from our second edition of the survey:
- People want to see relevant ads, but that’s not always their reality. 82% of people agree that they would like to see relevant ads while only 54% claim that the ads they actually see are relevant to their interests.
- Ads are more likely to meet people’s interests over their needs. 50% of people find that the ads they’ve recently seen are relevant to their interests. In comparison, only 45% agree that these ads are relevant to their needs.
- A majority find that at least half of the ads they see are relevant. 62% report that at least half of the ads they see are relevant. Still, another 34% claim only some are relevant and 4% state that none of the ads they see are relevant.
- Ads that match viewers’ interests are classified as relevant. 42% of people claim an ad is relevant if it matches their interests. Other factors include whether the ad satisfies a need (24%), is relatable (14%), or satisfies a want (12%).
- Uninteresting, unnecessary, and unrelatable ads are irrelevant. The top factor that determines whether an ad is relevant is if the viewer is interested in the topic of the ad itself (36%). Other elements include if the product or service isn’t needed (17%) and the ad is difficult to relate to (16%).
- People feel positively when seeing a relevant ad. 82% report feeling positive when seeing a relevant ad. Of this number, 30% report feeling extremely positive.
- Sentiment drops when ads are irrelevant. A majority of people (56%) report feeling negatively when seeing irrelevant ads. Almost another third (32%) remain neutral while seeing ads that don’t match their interests.
The report includes 15 new charts and a deep dive into the latest survey on ad relevance. In July, DISQO will share a larger study on the same topic, encompassing the results of six months of consumer responses regarding ad relevance.
