In a survey of 1,096 holiday shoppers, Integral Ad Science found that 77% of consumers will do most or all of their holiday shopping online this year, with 73% either maintaining or increasing their budget from last year.

That means a lot of opportunities for brands to intercept consumers on their holiday shopping path to purchase – if they are reached with an ad they are receptive to.

While 29% of respondents said online ads were a source of gift ideas – ahead of YouTube videos, gift guides and promo emails – it was still far behind the most popular source: search engines (41%) and ecommerce sites (57%). However, when it comes to finding promotions and products that help keep holiday spending within budget for increasingly value-minded shoppers, 87% find online ads important.

What those ads are useful for, however, is less agreed upon: 36% of respondents said online ads were useful in making shopping decisions, 34% said they saved time in researching gifts and 31% said online ads reduce holiday shopping stress.

Where ads appear is also important. According to the survey, 52% of consumers find online ads helpful on sites they consider to be safe and reputable, with 44% saying they find online ads helpful when they are relevant to the content being consumed. That’s compared to 39% of consumers who say online ads are helpful when they feature promotional or discount messaging.