Irish internet users are eight times more likely to pay attention to advertising on Irish premium content digital sites than similar advertising on international sites, according to research conducted by Behaviour & Attitudes on behalf of the Association of Online Publishers (AOP) Ireland.
Irish internet users are eight times more likely to pay attention to advertising on Irish premium content digital sites than similar advertising on international sites, according to research conducted by Behaviour & Attitudes on behalf of the Association of Online Publishers (AOP) Ireland.
The results highlight that the current fragmented approach of online advertising purchasing, whereby ads are often bought using networks in order to guarantee a high level of exposure, does not provide the best return on investment as Irish internet users overlook Irish ads on international sites as they do not believe that they are targeted at them, believes AOP Ireland.
The research found that 78pc of Irish internet users recognise that ads on Irish premium content sites are relevant to them in contrast to only 11pc who think that ads on international sites are aimed at them, despite geo targeting.
Irish internet users also have a higher level of recall of ads displayed on AOP Ireland sites. When shown a series of ads on AOP Ireland and international sites, 72pc of survey participants recalled at least one of the ads appearing on the Irish sites compared to 52pc who recalled the ads on the international sites.
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, said AOP Ireland. The same ad creative which appears in other environments could also be discounted by viewers as they have previously ignored the same ad.
“This new research highlights the effectiveness of advertising on Irish premium content sites as our audiences find advertising on our properties more relevant and are more likely to respond to ads as a result,” said Brian Fallon, CEO, Journal.ie and AOP Ireland spokesperson.
“This is a result of the level of investment we have made in developing our brands in terms of the content which engages visitors and advertising solutions we offer brands.
“Ultimately what this research is showing is that Irish internet users make a clear distinction when they are visiting specific sites about whether the advertising is relevant at all and these results clearly show they believe ads on international sites are superfluous.
“The issue that marketing managers need to be aware of is that there is a risk of creating confusion among target audiences if their brand appears out of context. Taking out advertising via ad networks might tick the box in terms of ensuring that a campaign has a high level of visibility, but what’s the point if their target audience is not paying attention?
“Across the board we are seeing an increased level of interest by brands in advertising online. The reason why companies choose to advertise on our sites is due to the flexibility we offer to create unique, tailored advertising experiences, as well to take advantage of new ad formats to reflect emerging digital trends such as the increase in smartphone usage. This research illustrates that we offer the best return on investment to brands in terms of delivering commercial results.”
Karina Corbett
