It looks like there is yet more bad news for online advertisers trying to pitch with out of context pop-ups. A new study commissioned by Google, finds that relevant ads are more profitable for advertisers.
Interestingly, the Enquiro study, released today, finds that web pages featuring non-relevant ads are more memorable than relevant advertising. But not in a good way. Test readers in Enquiro’s study were 16 percent more likely to remember ads that were out of context on a webpage, but that doesn’t mean they were willing to act on those memories.
The study found that web users were 24 percent more likely to purchase a particular brand when shown relevant ads, compared to a 12 percent drop in purchasing intent when the ad placement was not relevant to the page content — meaning that non-relevant ads actually discouraged users from making purchases.
