Online marketing campaigns that are placed contextually are significantly more effective than those which are placed randomly, according to a new survey.

The research, conducted by Online Testing eXchange (OTX), looked at 600 men and women between the ages of 18 and 65 and tested responses to online advertising that was either contextually connected or unconnected to the website it appeared on.

It was found that campaigns which were placed specifically on websites relating to their field were more effective and gave consumers better brand and ad recognition in the future.

Anand Subramanian, chief executive of ContextWeb, the group that commissioned the study, said it proved that the positioning of online advertising was essential to any campaign.

"This study demonstrates that context definitely matters and selecting the page where the online advertising appears is much more important than simply selecting an appropriate website," he said.

In related news, a study by Youth Trends revealed this week that young people are likely to spend ten per cent more this Christmas than in 2006 – which could be good news for online retailers.

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