The IAS Context Effect: The rise of contextual targeting
Information
Amid increased privacy regulations and cookie deprecation, the advertising industry is looking to contextual targeting methods to reach audiences. Sophisticated targeting technology gives advertisers the customization and scale needed to reach consumers in the right mindset, but that is only the beginning. Contextual alignment alongside relevant content has the potential to drive stronger recall, favorability, and ultimately a more powerful user experience.
IAS research has shown that when asked, consumers prefer contextually relevant ads. But what role does contextual matching play in the advertising experience... and how do consumer brains respond?
IAS teamed up with Neuro-Insight to evaluate how likely consumers are to remember contextually matched ads. Leveraging advanced neurotechnology, IAS measured activity in the memory centers of participants' brains to understand the impact of contextual matching and how to pair advertising messages with content for optimal response.
