‘Placing ads within relevant contexts boosts ad recall by 43%’

The evolution of digital advertising has been marked by constant innovation, with advertisers continuously seeking formats that captivate audiences and deliver measurable impact. At the 7th edition of the e4m ScreenAge Mobile Marketing Conference 2024, Shahad Anand, Business Head of Mediakart, delivered an insightful featured address on "The Concept of 3D Ads in Conceptual Advertising".

He highlighted the transformative potential of 3D advertisements in shaping consumer engagement and purchase behaviour.

“Research shows that 3D ads generate eight times more engagement and four times higher purchase intent compared to standard formats,” Anand stated during the session. He explained how the three-dimensional creative format not only enhances interactivity but also lowers consumers' sensory threat perception, making advertisements feel more tangible and engaging.

Using examples, Anand underscored the necessity of innovation in digital and mobile advertising. “How you say it changes everything,” he emphasised, connecting the power of narrative and design in advertising. The presentation included striking visuals demonstrating the success of 3D campaigns Mediakart had executed, achieving click-through rates (CTR) above 2% and ad viewability exceeding 85%.

Anand shared an anecdote about the influence of context, where he likened the placement of ads to a social experiment. “When positioned in front of a flower shop, the same individual was perceived differently, doubling their success rate. Similarly, in advertising, the right context boosts ad recall by 43% and significantly increases purchase intent,” he explained, underlining the interplay between creative execution and strategic placement.

Another critical aspect Anand explored was the importance of contextual advertising. He shared an analogy involving a study where a subject’s success rate doubled in securing responses when positioned in front of a flower shop instead of other retail locations. “Context matters as much as content. Placing ads within relevant contexts boosts ad recall by 43% and significantly uplifts purchase intent,” he said.

Urging marketers to embrace innovation, Anand said, “The industry often clings to conventional practices because they’ve worked in the past. But to achieve new heights, we need to move beyond what’s comfortable and experiment with formats like 3D ads and contextual placements.”

The session concluded with a story-driven insight, encouraging advertisers to rethink their approach to mobile campaigns. “Breaking barriers in creative and contextual advertising unlocks unparalleled possibilities,” Anand remarked, leaving the audience inspired to leverage advanced formats like 3D ads and contextual placement to redefine engagement strategies.