How Digital Advertising and Contextual Relevance Influence Festive Shopping in India

Unwrapping Contextual Adjacencies this Festive Season

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

So, how can marketers optimise festive ad campaigns to influence consumer purchase decisions?

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

Here’s a sneak peek at what we found:

• 97% of consumers consider online advertising helpful in finding products and promotions
• 85% of consumers will do most or all of their holiday shopping online
• 96% of consumers will maintain or increase their shopping budget this year

Download our latest research, Festive Buying Goes Digital in India, to understand how context can help you reach your ideal consumers this holiday season — and beyond.