More than half of consumers would be more inclined interact with ads that contain an element of social endorsement, such as those which include customer or community reviews, according to research conducted by Mediasyndicator, which specialises in vertical digital advertising.

The study, which was carried out by YouGov, found that 52% of respondents would be more likely to click on an online ad if it contained this type of trusted editorial.

Consumers were also more attracted to content on sites that are dedicated to their specific interests, where 27% are also more responsive to brand advertising.

Some 92% of consumers visit sites specifically related to their interests (such as The Sun’s dedicated football pages, pictured), rather than more general sites, while 44% of consumers stated they regard vertical specific sites as more reliable and 32% believe content is more interesting.

Spyro Korsanos, CEO of Mediasyndicator, said, “The personal connection consumers feel when visiting sites connected to their interests make them more open to advertising, so long as it is targeted and placed within the right context.

“This shift in consumer behaviour signals to advertisers that, in order to achieve increased levels of consumer engagement, investment should be maintained in ensuring they have a brand presence on publisher sites that are thematically relevant to their proposition.”

The research represents the views of 1,987 UK adults and forms part of the Mediasyndicator Vertical Engagement Report 2012.