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The research which was commissioned by AOP Ireland and conducted by Behaviour & Attitudes found that 78% of Irish internet users recognise that ads on Irish premium content sites are relevant to them …
The research which was commissioned by AOP Ireland and conducted by Behaviour & Attitudes found that 78% of Irish internet users recognise that ads on Irish premium content sites are relevant to them in contrast to only 11% who think that ads on international sites are aimed at them, despite geo targeting. This underlines the trust and loyalty that Irish internet users place in Irish premium content sites and how that influences the effectiveness of the advertising displayed on those digital properties. The study highlights the threat for marketing managers that there is a risk of undermining the impact of advertising campaigns as Irish internet users simply overlook ads due to the international nature of the sites they appear on. The same ad creative which appears in other environments could also be discounted by viewers as they have previously ignored the same ad.
The key reason why Irish internet users have a higher level of recall and believe advertising is more relevant on AOP Ireland sites is because of the environment and context they appear in. Despite being unprompted, when asked why they believed that ads on Irish premium content sites were of more relevance to them, the first reason 35% of all survey participants responded with was that the Irish origin of the site meant that they understood that the ads were aimed at them. In contrast, the same people disregarded ads on sites like DailyMail.co.uk, Gawker.com and Guardian.co.uk as they implicitly understand that these sites are of an international nature and as such did not think that any advertising would be aimed at them, despite the use of geo targeting by ad networks.
The research highlights the effectiveness of advertising on AOP Ireland sites as audiences find advertising on their properties more relevant and are more likely to respond to ads as a result. This is a result of the level of investment AOP Ireland members have made in developing their brands in terms of content which engages visitors and advertising solutions they offer brands.