Online shoppers most receptive to ads in retail environment
By Jay Keller
Chances are that, since you were already shopping at the time, you remember seeing advertisements and were open to considering what the advertisers were pitching, according to new survey that polled customers about their ad experiences.
Researchers also say the same holds true for a woman who hopped online to research a vacation and then turned her sights to buying clothes for her kids.
The survey said that this same woman would take notice of an ad for a family cruise because she’s in an “active buying mindset.”
When customers are in this mindset, Researchers at Aisle A and Bizrate Insights say their data shows that 85 percent of customers want to see ads for products for which they are currently shopping while 62 percent of customers want to see ads for products that match their interests or shopping needs.
In other words, online shoppers are in an active mindset and are most receptive to ads in a retail environment.
In fact, retail shopping sites are the destinations younger consumers and data shows they are most likely to notice the plugs mainly because of the “environment” or activity.
Senior customers, however, said they are more likely to be open and engaged with advertisements while checking gmail or Outlook, for example.
In terms of how the nearly 5,000 respondents would rank where they are most receptive to an online ad, shopping sites and email sites were clearly the favorites.
News and information sites ranked third with social media sites a close fourth.
“Video” sites and gaming sites brought up the rear and are worthy of a mention among less than five percent of the respondents agreeing.
This makes very important the type of environment the shopper is in and how it significantly impacts consumer ad awareness and receptivity.
“A shopping environment presents valuable opportunities for advertisers in all categories because they’re reaching active buyers,” Aisle A executive Craig Tech said in a statement. “This study also highlights that retailers or publishers at the bottom of the sales funnel are sitting on valuable, engaged audiences for advertisers.”