‘Advertisers need to meet consumers where they are’: GumGum unearths Australia’s attitude towards contextual advertising
Technology company GumGum has released the findings of its Digital Advertising Pulse Check report, uncovering what Australians really think of contextually relevant ads.
With insights gathered from 1003 Australians who are 18-years-old and above, the report found that Aussies look favourably upon contextually relevant ads that are delivered alongside the content they are consuming, particularly as privacy concerns become a major issue among consumers.
62% of the report’s “non-neutral respondents” agreed that contextually relevant ads would better capture their attention compared to other alternatives; 70% said that they have more faith in contextually relevant ads.
82% of Aussies – more than four in five – credit data protection when receiving online ads to be either “somewhat important” or exceptionally important to them.
Additionally, 69% of respondents label traditional ads based on tracking as “unsettling” or “invasive”.
Matt Coote, GumGum’s Australian country manager, said the above statistics are representative of peoples’ concerns pertaining to data privacy and protection.
“This discomfort reflects consumers’ heightened awareness of privacy issues, as people now expect brands to prioritise data protection and respect people’s boundaries,” he shared.
Credit: GumGum
Coote – who stepped into his current role at the company less than 3 months ago – advised advertisers on how they should be leveraging contextually relevant advertising methods in light of the research’s findings.
“Advertisers need to meet consumers where they are, using advanced contextual advertising that aligns with the content people are viewing rather than relying on personal data. It’s about creating a respectful and relevant experience that builds trust,” he said.
The report also found that consumers do not want advertising materials to put them in awkward situations. In fact, 78% of respondents have a negative perception of ads that seem overly personal – such as those reflecting recent shopping habits or browsing history.
At the same time, advertisements related to health or personal relationships are “off-putting” to 61% of people – 41% brand them as privacy violations.
Coote weighed in on this, stating: “The repercussions for brands are substantial. If an ad feels too intrusive, nearly two-thirds of Australians say they’d be likely to reduce or even stop using that brand’s services.
“This shows just how important it is for advertisers to strike the right balance – effective targeting must go hand-in-hand with a strong respect for consumers’ privacy.”
GumGum’s general manager for JAPAC, Niall Hogan, added: “Overall, these findings clearly reveal that contextual advertising resonates more effectively with Aussie consumers.
“Marketers absolutely have to build trust by delivering ads that are relevant and impactful without compromising privacy.
“By prioritising trust and creativity, brands can forge stronger, more meaningful connections with their audiences without crossing the line into invasiveness.”
GumGum’s Digital Advertising Pulse Check for 2025 can be found here.
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