New research from Convo Media and Pureprofile indicates that 73.6% of Australians prefer ads that align with the content they're viewing. The study, which surveyed over 1,000 Australians, found that 69.3% of respondents engage more with contextually relevant ads than with traditional display ads.

The research underscores the importance of aligning ads with user interests to foster deeper interaction, particularly during the holiday retail period. 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.

Interestingly, nearly 45% of Australians are still on the lookout for Black Friday and Cyber Monday deals, highlighting the ongoing importance of value-driven messaging.

Monique Harris, CEO of Convo Media, emphasised the need for brands to align their ads with consumer interests and habits, especially during the competitive holiday season. "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. 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," she said.

Emma Yexley, National Sales Director at Convo Media, echoed this sentiment, stressing that brands need more than just visibility during the retail season. "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," she stated.