Ad exposure is a given part of everyday life, but how many of those ads make an impact? While we regularly measure the behavioral activity that signals ad effectiveness for individual advertisers, how do people feel about ads they have seen recently as a whole?
Do our audiences feel they tend to see relevant ads? Are they being served content relevant to their interests and needs? How does placement and format affect sentiment?
To answer these questions, DISQO has been conducting monthly surveys of our audience members, asking them to share:
- Interest in viewing relevant ads
- Relevance of typical ads seen
- Factors that determine ad relevance
- Sentiment in relation to ads
Here are some highlights from our Summer 2020 edition of the study:
- Interest in relevant ads is increasing. Since January, interest in viewing relevant ads has steadily increased, save for an insignificant, slight decline from May to June (-1%). When comparing January to June, there is a noticeable 13% spike in the desire to view relevant ads.
- The proportion of relevant ads is climbing. As advertisers have adapted to an increasingly digital path to purchase, it seems as though they’ve also improved the perceived relevance of their ads. When asked whether recently viewed ads were deemed relevant, a larger portion of people (+22%) agreed in June than January 2020.
- Usefulness and necessity determine ad relevance. The top factors that constitute a relevant ad are whether it is useful (62%), needed (49%), economical (47%), or desired (47%).
- Relevant ads elicit positive reactions. As of June 2020, 72% of people report reacting positively when viewing relevant ads. While this number has steadily climbed from its starting point in January (70%), it dropped 9% in June after enjoying a peak of 78% in April and May.
The Summer 2020 edition of the report includes over 15 new charts, showing changes month-over-month on topics related to ad relevance as well as a deep dive into the latest month. As future editions of the study are conducted, the official report page will be updated, and we will continue to provide updates on the DISQO blog.