How digital advertising & contextual relevance influence holiday shopping

As consumers turn to the nearest screen to do their holiday shopping, advertisements certainly play a part in helping them research products and find the best deals. But marketers should be aware that holiday shoppers have their preferences when it comes to the ads they see as they browse the web.

So, how can marketers optimize holiday ad campaigns to influence consumer purchase decisions?

In this study, IAS asked consumers about their perception of digital advertising during the holiday season. Additionally, this research highlights how contextual relevance plays a role in the way consumers shop leading up to the holidays.

Here’s a sneak peek at what we found:

• 90% of consumers consider online advertising helpful in finding products and promotions
• 77% of consumers will do most or all of their holiday shopping online
• 73% of consumers will maintain or increase their shopping budget this year

Download our latest research, Unwrapping Context this Holiday Season, to understand how context can help you reach your ideal consumers this holiday season — and beyond.