We know relevance is everything when it comes to successful brand messaging, and that it’s true in online video as everywhere else,  but it’s nice to see it proven, as in this eMarketer piece about a Dynamic Logic study.

In March 2012, Dynamic Logic surveyed US women regarding context in video advertising specifically. The women surveyed said contextual video ads made them feel more favorably toward both the brand (62%) and the site where they saw the ad (56%), making contextual targeting for video a win-win for publishers and advertisers.  Asked about online video ads in which the content might be relevant to the user but was not relevant to the site, 70% said they were more likely to ignore them. Once again – context is king.