Matching information displays with the message of an article results in a very strong detailed memory response and resulted in 36 percent of people improving detailed memory compared to when there was no match. This can be especially relevant for campaigns that focus on a clear call to action for brands to respond to by consumers.
Integral Ad Science (IAS) has published The Context Effect, the biometric study of the importance of context in advertising. Consumers recognize ads as part of their online experience. The vast majority of consumers (63 percent) saw ads as part of their online reading rather than as a distraction or distraction. Only 36 percent of respondents said they scrolled past an ad without reading it.
Endemic ads or ads based on surrounding content (e.g. auto ads near auto content) resulted in a 23 percent increase in activation in the part of the brain responsible for remembering practical details are responsible, including key messages. , Calls-to-action and branding elements. These ads also increased global recall by 27 percent or the memorability of broad topics, overarching narratives, or audio and visual elements.
In collaboration with IAS and Neuro-Insight, a neuromarketing and neuroanalysis company, this study examines brain activity in response to contextual ads and shows that context can significantly affect the memorability of ads.
These results show that digital marketers can achieve higher brand recall and generate positive emotional responses in consumers by activating contextual strategies.
Ads that aim to leave consumers with an emotional memory, feeling, or overarching brand perception performed best when placed next to items with a suitable theme (e.g., an ad with a seasonal summer theme next to the content of the summer season). The study found that emotional ads resulted in 40 percent higher global recall within topic-related articles than when there was no match.
Tony Marlow, Chief Marketing Officer, IAS, said, “Using the latest in neuroscience and neurometry, this groundbreaking study shows the specific ways that the context of a webpage can dramatically change the way audiences remember and respond to ads can. As our industry prepares for a cookie-less future and is increasingly turning away from audience targeting, advertisers have a great opportunity to target better campaign results with contextual targeting tools like IAS Context Control. “
The study monitored 60 U.S. consumers during a 30-minute mobile experience using Neuro-Insight’s Steady State Topography (SST) to track and record brain activity in real time. Respondents were also asked to match ads to the context in which they appeared.
Consumers were rated content in three types of contextual comparisons, and IAS uncovered the results that can help brands ensure their ads are resonating.
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