With just 44 days until Christmas and Black Friday on the horizon, new research from Convo Media and Pureprofile unveiled that 73.6 per cent of Australians prefer ads aligned with the content they’re viewing.
The study of over 1,000 Australians found that 69.3 per cent of Australians engage more with contextually relevant ads than with traditional display ads. With holiday shopping on the rise, Convo Media’s findings highlight the importance of aligning ads with user interests to drive deeper interaction during this critical retail period.
“With Christmas and Black Friday just around the corner, brands must prioritise aligning their ads with consumer interests and habits to ensure their messages cut through the noise during this competitive period,” said Convo Media CEO Monique Harris.
“In a fragmented digital landscape, poorly executed ads can undermine the user experience, leading to disengagement and negative brand perceptions. But when advertising complements the consumer’s interests and enhances their experience, it becomes far more effective,” added Harris.
According to Pureprofile’s 2024 Christmas Report, Australians are planning to spend an additional $80 on gifts and $100 on festive food and drinks this year. Even with these higher spending plans, nearly 45 per cent of Australians will still look for Black Friday and Cyber Monday deals—highlighting the ongoing importance of value-driven messaging.
“This retail season brands need more than just visibility—they need ads that create real connections and drive results. Our research shows that contextually relevant ads build stronger bonds with consumers and deliver better outcomes throughout the season,” said Convo Media national sales director Emma Yexley.
Convo Media specialises in weaving high-quality, contextually relevant content into programmatic ad placements across Australia’s leading publishers, making sure brands reach their audience in a meaningful way.
