Study: Elders more likely to click if ad is relevant
Researchers found that, regardless of age, non-relevant ads were equally disliked no matter which age group was viewed. In the Crowd Science “Just Ask” study 76% of older Americans (Age 55+) clicked online ads while only 58% of those age 15-24 had clicked. The proviso is that those ads were relevant to the consumers; non-relevant ads were found ‘irritating’ by nearly half of both age groups.
Other interesting findings include:
Two new releases in the online space may help advertisers ensure the ads presents to consumers are relevant.
First, Tribal Fusion has integrated BlueKai’s Exchange data, enabling their platform to target ads in real time. Through the integration marketers can target planned display campaigns based on purchase intent and other behaviors.
Meanwhile, for video-specific advertisers, Affine and LiveRail have partnered to enable real-time targeting capabilities within the video space. LiveRail will integrate Affine’s Contextual Targeting Platform so that users can better target their ad buys based on video content.