Relevance is key in all forms of advertising. In order to capture people’s attention and get them to take the intended action, your message has to speak directly to them.
Consumers today are used to tuning out display ads while they browse the internet. So an ad really has to catch their eye by being A) unique, or B) personal. Scottrade has teamed with Yahoo to boost the relevance of the ad below:
Clearly the platform delivering this ad knows that I am checking out the Staples, Inc. stock quote. And if I weren’t already a Scottrade customer, the ad on the lower right might have gotten me to sign up. It catches your eye because it’s advertising right to you. And people looking at stock quotes are most likely interested in investing.
Grade: A for relevAnce