Did you know that consumers who have been served contextually relevant ads are willing to pay more for the advertised product? They also favor the brand up to 40 percent higher after viewing a contextually relevant ad compared to other ad types.1
Knowing this, digital marketing organizations in 2017, whether inside a brand or at an agency, will continue to focus on building contextual relevance for consumers with their creative strategies, media mix, targeting decisions, and call to actions. In fact, Panos Bethanis, the CEO of Survey.com, a business built on the smart application of data, has said: “For all marketers, the Holy Grail is achieving relevance with consumers.”2
What’s more, relevance isn’t just a subjective concept any more—it’s an actual measurable element across many advertising platforms. Google has, for many years, calculated a Quality Score to determine when and at what cost they display search ads. More recently, Facebook has exposed its relevance score measurement for each ad, which takes early performance into account against objectives and specific audiences.