The majority (74%) of consumers are always or sometimes actively looking for adverts related to entertainment brands and products online, from home cinema and audio equipment, to video games and gadgets, according to new research.
The report, from eBay Advertising released, highlights the opportunity for brands to engage with consumers via e-commerce platforms when they’re already in the purchase mindset.
The research of over 3,000 online shoppers in the UK also showed that factors such as the economic downturn had also led to a growing receptiveness to ads related to entertainment items, such as home entertainment systems and video games consoles.
More than a quarter (27%) of consumers claimed they were now more likely to click on an advert offering further information or offers, as opposed to before the downturn.
Advertisements for entertainment products play a key role at different stages of the online shopping journey for consumers. Over a quarter (28%) of consumers said they valued ads right at the start of their online shopping experience, when looking for initial inspiration on goods to buy.
43% claim they value adverts when they reach the stage of researching a specific product, reflecting the importance for brands and advertisers to reach a deeper level of engagement with their target audience and to influence and engage with them throughout the purchase cycle.
The pre-purchase research stage offers an opportunity to engage with consumers seeking to buy in this category, with one in ten (10%) consumers indicating that adverts are a ‘key part’ of shopping research, and nearly half (48%) state that they find ads useful at this stage in the purchase cycle.
Nearly half (46%) of consumers say they are receptive to advertising from brands and products related to their purchase. This is backed up by the fact that over a third (39%) say they shop for entertainment purchases as part of a wider shopping trip, which indicates the huge potential that exists for brands to capitalise on.
The research follows recent news from the IAB that entertainment and media was the top category spend in the first half of the year, accounting for 14.4% of total investment in online advertising- up from 13.2% in H1 2009 – indicating how entertainment brands are capitalising on this consumer receptiveness.
Phillip Rinn, Director of Advertising Partnerships, UK and EMEA, eBay Advertising, said: “The research shows that consumers are becoming increasingly savvy when it comes to shopping around and looking to brands for guidance on entertainment purchases, from home cinema and audio equipment, to video games and gadgets.
“Entertainment brands have thrived in the downturn – demonstrated by the IAB figures on spend growth. The smartest brands are the ones aligning their campaigns to each point of the consumer purchase cycle, from initial inspiration, to product research and right through to purchase.”