- A survey carried out by IAS in Spain reveals how the context and the sentiment of the contents shape the perception that consumers have of brands and of advertisements
- At the same time, the work underscores the need for advertisers to change the focus of their strategies in the digital environment from a binary analysis of brand security to that of suitability based on sophisticated machine learning and natural language processing technologies. .
Integral Ad Science (IAS), the world’s leading digital campaign verification company, has released the report The Power of Context , which provides a vision of how context and sentiment influence the perceptions that Spanish consumers have of digital ads.
In addition, it highlights the need for advertisers to implement resources that guarantee both brand safety and brand suitability to ensure the success of their campaigns. And that for this they use a sophisticated contextual technology, which, using machine learning and natural language processing, is able to analyze and adequately determine both the context of the content next to which the digital ads are inserted and its sentiment.
Regarding the perception of Spanish consumers about contextual relevance, the majority of them (75%) consider that it is important that impressions appear alongside relevant content. In addition, a large percentage of consumers (81%) consider that their perception of a digital ad is influenced by the content around it on a page. At the same time, 70% value seeing ads that are related to the topics or articles they consume online .
On the other hand, states that l will contextually relevant ads are most welcome and achieve greater memory capacity for more than eight in ten consumers (81%). In addition, they mostly create a favorable opinion of the brand (82%). Along with this, the survey conducted by IAS analyzed real examples of advertisements from different industries such as automotive, telecommunications, finance and retail . And it has been observed that receptivity towards an advertisement or brand, as well as favorability – how favorable consumers find a brand in a certain environment – and memorability or the ease of remembering an advertisement, increase significantly when it is relevant to the market. content next to which it appears.
At the same time, the importance of the sentiment conveyed by an article is analyzed, which could be positive, neutral or negative. An element that for 79% of the respondents influences the opinion they have towards the brands that are advertised on the page. In addition, consumers are more receptive to the ads inserted next to content with positive or neutral headlines, which also find them easier to remember and associate with a brand. In line with the above, it is noted that 67% of consumers are more favorable towards brands that insert ads near content with positive sentiment. On the other hand, 59% are more receptive to ads that appear alongside content of this type.
«The digital advertising landscape is changing rapidly,» says Elisa Lupo, IAS Managing Director for Spain, Italy and Portugal. «Today, contextual targeting is essential for the correct optimization of campaigns. In fact, many brands have moved from a traditional control approach based solely on brand security and have adopted a more personalized one, focused on the suitability of the brand. The latter provides information on the sentiment or tone that a certain page transmits thanks to the use of a sophisticated contextual technology that includes advances in Machine Learning and Artificial Intelligence. This means that advertisers can now connect with the right consumers in the right environments, especially in the midst of third-party cookies disappearing.»
Download the full report The Power of Context at the following link .