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Relevancy rules when it comes to business-to-business advertising awareness and purchase intent.  According to a new study conducted by Enquiro Research, relevance plays a key factor in performance and ultimately effectiveness of the campaign.

Relevancy rules when it comes to business-to-business advertising awareness and purchase intent.  According to a new study conducted by Enquiro Research, relevance plays a key factor in performance and ultimately effectiveness of the campaign.

Key findings of the study include:

• Business-to-business (B2B) advertisements which are relevant to their context can lift purchasing intent amongst viewers by up to 36% above a non-relevant placement.
• Consumers are 52% more likely to recall the details of the ad’s message when contextually relevant as opposed to a non-relevant one.
• Ad recall was 16% higher for contextually non-relevant B2B ads because subjects recognized the ads were out of place and spent upwards of 5% more time fixating on the ad.
•  This recency and surprise factor combined to lift ad recall.
•  It was the only metric where contextually non-relevant B2B ads outperformed relevant ads.
•  When asked what brand subjects associated with the advertising message they were exposed to-the aided recall was dramatically higher for contextually relevant ads than contextually non-relevant ads.
•  It was only for the initial awareness that contextually non-relevant ads outperformed contextually relevant ads.

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