Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investors
Contact
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
  1. Home
  2. | Z-RETIRE
  3. | In the media
  4. | Twitter Users Favour Contextually Relevant Ads
May 18, 2021 by IAS Team

Twitter Users Favour Contextually Relevant Ads

In the media
Share:
Twitter Users Favour Contextually Relevant Ads

The US Twitter users favour contextually relevant, in-feed ads which can lead to higher levels of ad recall and memorability.

Integral Ad Science (IAS) has released new report, surveyed over 1,000 US consumers to explore how they experience advertising and content within Twitter’s dynamic in-feed environment. The results are based on responses from US Twitter users in April 2021.

The new study demonstrates that in-feed ads can enhance the consumer experience and engagement alongside Twitter’s ever-evolving newsfeed, IAS said in a press statement.

Tony Marlow, chief marketing officer, IAS, said, “Our latest research can help marketers better navigate the contextual relevance of their advertising within dynamic social media environments. Every marketer wants to make quality connections with their respective audience, and we’re working with Twitter to provide new in-feed brand safety and suitability solutions that increase both campaign relevance and effectiveness.”

Known for keeping consumers up to date on trending topics, Twitter delivers an in-feed ad experience directly within its evolving newsfeed, and this new research revealed the following about consumers’ social media behaviour:

1. Consumers choose mobile first for their social media needs: IAS found that 73 percent of respondents prefer to use their phones when it comes to accessing social media. What’s more, while 80 percent of consumers spend at least two hours scrolling, nearly 1 in 3 consumers spend five or more hours on social media every day which creates opportunities for advertisers in environments such as Twitter.

2. Twitter in-feed ads attract consumer attention: According to the study, 57 percent of consumers engaged with an ad on Twitter in the last year, compared to 92 percent across all social platforms. Nearly half (46 percent) of respondents said they are more likely to engage with in-feed ads on Twitter compared to open web.

3. Contextually relevant ads drive favourability and memorability on Twitter: Twitter users are interested in personalization and in-feed advertising that is contextually relevant to adjacent content according to the data. In fact, 54 percent of consumers say they are comfortable engaging with brands that appear next to personal content on social. Meanwhile, 77 percent said they are comfortable sharing data with Twitter to enhance the ad experience. With the rise of contextual targeting opportunities, 59 percent say they would remember an in-feed ad if it was contextually relevant to the surrounding content.

Download “Tweets, Trends, and In-Feed Advertising” for more Tweet-able insights.

0
Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

IAS’ Jessica Miles on Leadership in a Hybrid Workplace
IAS’ Jessica Miles on Leadership in…
Learn more ›

November 16, 2022 by IAS Teams

Event: How can the marketing industry support the next generation of female leaders?
Event: How can the marketing industry…
Learn more ›

May 25, 2022 by IAS Teams

MONEYFM 89.3 – The Breakfast Huddle with Chief Marketing Officer, Tony Marlow
MONEYFM 89.3 – The Breakfast Huddle…
Learn more ›

March 16, 2022 by IAS Teams

Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

Publishers

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2021 Integral Ad Science, Inc.

Site indexing policy

Privacy policy

Subscription management

Site indexing policy

Privacy policy

Subscription management

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.