You see ads everywhere you go, but how many of these ads do you find to be relevant to your interests or needs? What elements make up a relevant ad? Does your mood change when viewing these types of ads?
To answer these questions, over 170,000 of you responded to our series of ad relevance surveys from January through June 2020. You shared your thoughts on the following topics:
- Interest in viewing relevant ads
- Relevance of typical ads seen
- Factors that determine ad relevance
- Sentiment in relation to ads
What We Learned
As of June 2020, 75% of you expressed a desire to see relevant ads — a 13% increase from what you reported in January (66%). Approximately 20% were neutral and 6% of you shared that you are not interested in seeing these types of ads.
When asked whether the ads you had recently seen were relevant to your interests, 37% of you agreed. Another 19% disagreed and 44% were neutral. Of the ads you see, only 2% claimed that all are relevant and 21% claimed most are. Still, 34% claimed about half of the ads they see to be relevant.
What makes an ad relevant? The top elements include whether the ad is useful (62%), needed (49%), economical (47%), and wanted (47%). Other reasons include if it’s interesting (44%), relatable (43%), or informational (36%).
Unsurprisingly, 72% of you report a positive change in mood when seeing a relevant ad. Conversely, 59% of you report a negative change in mood when seeing an irrelevant ad.
About the Study
The Ad Relevance Summer 2020 study consists of six surveys, which garnered over 170,000 responses from January to June 2020. It asked a variety of questions regarding interest & viewership in relevant ads, factors that determine ad relevance, and sentiment in relation to ads.