Web users are most attentive to online marketing when they are in the middle of an online activity related to e-commerce.
This is one of the findings of a survey by Lightspeed Research and the Internet Advertising Bureau (IAB), which revealed that consumers are most receptive to web ads when they are shopping or researching products online.
The report suggested that online retailers could take advantage of this by displaying special offers, deals and recommendations to web users while they search for information on their e-commerce websites.
Sorcha Proctor, research manager at the IAB, remarked: “The study highlights the need for retail brands to get in front of internet users at every point of the online customer journey and emphasises the need to respect consumers if they want them to engage effectively with their marketing messages.”
Last year, the IAB released figures showing that online advertising spending accounted for 19 per cent of all UK marketing expenditure in the first half of 2008, totalling £1.7 billion overall.