Here’s a case of research confirming the intuitive: shoppers prove more receptive to shopping ads when they see them on relevant retail sites than when they’re browsing news sites. That’s according to research conducted for Bazaarvoice by Wakefield Research arguing that brands need to focus their presence more on the digital retail environment. The results echo prior research from Aisle A, which also found consumers more likely to notice ads on retail sites than on other less-relevant sites.
To arrive at its conclusions, Wakefield Research segmented participants into two groups: a control group that saw ads on popular news sites, and a test group that saw the same ads but on a relevant retail site (such as a technology retailer for tablets). Respondents were then asked to rate the ads according to their relevance, how likely they would be to click on it, and how likely they would be to purchase the product. Read the rest at MarketingCharts.