{"id":317958,"date":"2021-02-09T05:00:00","date_gmt":"2021-02-09T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/studio-ias-the-congruence-effect\/"},"modified":"2024-10-26T14:00:10","modified_gmt":"2024-10-26T14:00:10","slug":"studio-ias-the-congruence-effect","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/","title":{"rendered":"IL CONTESTO DELL&#8217;ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT&#8221;"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Il nuovo studio di IAS &#8220;<strong>The Congruence Effect<\/strong>&#8220;, attraverso un sondaggio a oltre 1.000 consumatori statunitensi, ha analizzato come allineare i messaggi pubblicitari al sentiment dei contenuti influisca sulle preferenze dei consumatori.<\/span><\/span><\/span><\/span><\/p>\n<p>&#8220;Il targeting contestuale rappresenta un&#8217;importante opportunit\u00e0 per i brand nel 2021 e la comprensione della congruenza del messaggio di un annuncio con il sentiment del contesto circostante \u00e8 un pezzo fondamentale di questo puzzle&#8221;, ha affermato Tony Marlow, CMO, IAS. &#8220;Questa nuova ricerca dimostra che quando un annuncio in linea con il contesto include messaggi che corrispondono al sentiment del contenuto circostante, ottiene una maggiore efficacia.&#8221;<\/p>\n<p>Sulla base del suo ultimo studio, IAS ha scoperto quanto segue:<\/p>\n<ul>\n<li><strong>I consumatori preferiscono gli annunci pertinenti ai contenuti circostanti<\/strong>: i consumatori sono pi\u00f9 favorevoli nei confronti dei brand i cui annunci sono pertinenti ai contenuti adiacenti e trovano questi annunci pi\u00f9 facili da ricordare. Infatti, l&#8217;80% dei consumatori afferma che i messaggi pubblicitari in linea con i contenuti circostanti influiscono sulla loro percezione del brand.<\/li>\n<li><strong>I messaggi pubblicitari personalizzati rafforzano la percezione dei consumatori<\/strong>: favorability, receptivity e memorability da parte dei consumatori\u00a0aumentano quando i contenuti adv sono affini al contenuto circostante, anche con sentiment negativo.\u00a0Lo studio ha mostrato un massiccio aumento del 107% nella favorability per il brand, un aumento del 76% nella memorability e un aumento del 57% nella receptivity quando i messaggi pubblicitari erano allineati con il sentiment dei contenuti.<\/li>\n<li><strong>Evitare contenuti con sentiment negativo fa perdere preziose opportunit\u00e0 pubblicitarie<\/strong>: il sentiment negativo non sempre indica se un ambiente \u00e8 adatto al brand. Il 68% dei consumatori \u00e8 pi\u00f9 propenso a ricordare un messaggio pubblicitario in linea con il contenuto circostante, anche quando il sentiment \u00e8 negativo. Ci\u00f2 dimostra che la creazione di annunci con messaggi personalizzati in base a contenuti e titoli negativi pu\u00f2 compensare le associazioni sfavorevoli con il brand. Evitando semplicemente contenuti con sentiment negativo, gli inserzionisti perderebbero anche impression preziose e su scala. Mentre i marketer adeguano le loro strategie nel 2021, ci\u00f2 dimostra che un set di annunci non si adatta a tutti gli ambienti di contenuto.<\/li>\n<\/ul>\n<p>La ricerca di IAS ha confermato che\u00a0<strong>il contesto \u00e8 fondamentale<\/strong>\u00a0e &#8220;The Congruence Effect&#8221; dimostra che questo continuer\u00e0 a influenzare i consumatori cos\u00ec come il media planning digitale.<\/p>\n<p>Per scaricare la ricerca completa, clicca <a href=\"https:\/\/integralads.com\/it\/insider\/ricerca-ias-congruence-effect\/\">qui<\/a>.<\/p>\n<p>Puoi leggere l&#8217;articolo su <a href=\"https:\/\/www.engage.it\/rubrica\/il-contesto-dell-annuncio-e-fondamentale-ecco-cosa-rivelano-i-risultati-dello-studio-the-congruence-effect.aspx\">Engage<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il nuovo studio di IAS &#8220;The Congruence Effect&#8221;, attraverso un sondaggio a oltre 1.000 consumatori statunitensi, ha analizzato come allineare i messaggi pubblicitari al sentiment dei contenuti influisca sulle preferenze dei consumatori.<\/p>\n","protected":false},"author":1,"featured_media":296984,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-317958","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IL CONTESTO DELL&#039;ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT&quot; - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IL CONTESTO DELL&#039;ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT&quot;\" \/>\n<meta property=\"og:description\" content=\"Il nuovo studio di IAS &quot;The Congruence Effect&quot;, attraverso un sondaggio a oltre 1.000 consumatori statunitensi, ha analizzato come allineare i messaggi pubblicitari al sentiment dei contenuti influisca sulle preferenze dei consumatori.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-26T14:00:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Generic_Tile_Option_5-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"840\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/\",\"name\":\"IL CONTESTO DELL'ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT\\\" - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Generic_Tile_Option_5-1.png\",\"datePublished\":\"2021-02-09T05:00:00+00:00\",\"dateModified\":\"2024-10-26T14:00:10+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/#breadcrumb\"},\"inLanguage\":\"it-IT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Generic_Tile_Option_5-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Generic_Tile_Option_5-1.png\",\"width\":840,\"height\":840,\"caption\":\"Facebook viewability case study\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/news\\\/studio-ias-the-congruence-effect\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/it\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"IL CONTESTO DELL&#8217;ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT&#8221;\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"it-IT\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"it-IT\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"IL CONTESTO DELL'ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT\" - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/","og_locale":"it_IT","og_type":"article","og_title":"IL CONTESTO DELL'ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT\"","og_description":"Il nuovo studio di IAS \"The Congruence Effect\", attraverso un sondaggio a oltre 1.000 consumatori statunitensi, ha analizzato come allineare i messaggi pubblicitari al sentiment dei contenuti influisca sulle preferenze dei consumatori.","og_url":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/","og_site_name":"Integral Ad Science","article_modified_time":"2024-10-26T14:00:10+00:00","og_image":[{"width":840,"height":840,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Generic_Tile_Option_5-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@integralads","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/","url":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/","name":"IL CONTESTO DELL'ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT\" - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Generic_Tile_Option_5-1.png","datePublished":"2021-02-09T05:00:00+00:00","dateModified":"2024-10-26T14:00:10+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/#breadcrumb"},"inLanguage":"it-IT","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/"]}]},{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Generic_Tile_Option_5-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Generic_Tile_Option_5-1.png","width":840,"height":840,"caption":"Facebook viewability case study"},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/it\/news\/studio-ias-the-congruence-effect\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/it\/"},{"@type":"ListItem","position":2,"name":"IL CONTESTO DELL&#8217;ANNUNCIO \u00c8 FONDAMENTALE: ECCO COSA RIVELANO I RISULTATI DELLO STUDIO \u201cTHE CONGRUENCE EFFECT&#8221;"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"it-IT"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"it-IT","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/portfolio\/317958","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/portfolio\/317958\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/media\/296984"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/media?parent=317958"}],"wp:term":[{"taxonomy":"portfolio-types","embeddable":true,"href":"https:\/\/integralads.com\/it\/wp-json\/wp\/v2\/portfolio-types?post=317958"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}