Does B2B Advertising Context Make a Difference? You Bet.

Aug 25, 2010

 Research among executive-level B2B purchasers tested the impact of advertising context on B2B advertising effectiveness. The participants were asked to read two articles:

• One with contextually relevant B2B display ads
• One with contextually non-relevant B2B display ads

Ad Recall
Findings show that non-relevant ads grabbed 16% higher impact than their relevant counterparts. However, this result was seen to be temporary because of the "surprise factor" of being out of context.

Messaging Recall
Participants were 52% more likely to recall the details of the ad's message after reading a contextually relevant B2B ad as opposed to a non-relevant one. Messaging recall was dramatically higher for contextual ads despite the initial edge than non-contextual ads held in ad recall.

Brand Shortlist
Contextually relevant B2B ads resulted in a 28% higher chance of getting shortlisted by executive level decision makers. This is an important metric as vendors need to “make the cut’ before a winner is decided.

Purchase Intent
Relevant context ads drive purchase intent (those likely to select the vendor over all others) by 36% compared to non-relevant context ads. In fact, there is evidence to suggest that non-contextual ads actually drag purchase intent down 12% below control levels.

Summary
Contextual relevancy is a key success indicator for B2B advertisers, driving messaging recall (+52%), brand shortlistings (+28%) and all important purchase intent (+36%) versus non-contextual ads. Increase your B2B advertising effectiveness by ensuring contextual relevancy during your next campaign.

Source: Enquiro Research Whitepaper, 2008, “Display Advertising – Does Contextual Relevancy Make a Difference?”

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