{"id":317612,"date":"2020-11-23T05:00:00","date_gmt":"2020-11-23T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/the-power-of-context-ricerca-su-contesto-e-sentiment\/"},"modified":"2023-09-28T10:53:02","modified_gmt":"2023-09-28T10:53:02","slug":"the-power-of-context-ricerca-su-contesto-e-sentiment","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/the-power-of-context-ricerca-su-contesto-e-sentiment\/","title":{"rendered":"The power of context: ricerca su contesto e sentiment"},"content":{"rendered":"

IAS nella sua ultima ricerca “The Power of Context” analizza il modo in cui il contesto e il sentiment influenzano la percezione dei consumatori in UK.<\/p>\n

Il panorama della pubblicit\u00e0 digitale sta cambiando e una cosa \u00e8 stata chiarita: il contesto \u00e8 fondamentale. Un precedente studio di IAS in Italia (The Ripple Effect\u00a0<\/a>) ha dimostrato come la percezione degli annunci da parte dei consumatori sia influenzata dalla qualit\u00e0 dell’ambiente pubblicitario. Infatti, gli annunci che compaiono accanto a contenuti contestualmente rilevanti sono percepiti pi\u00f9 favorevolmente dal 92% dei consumatori italiani.<\/p>\n

Il contesto in cui viene visualizzato un annuncio ha recentemente interessato il mondo pubblicitario grazie al suo potere di targeting efficace. Per la tecnologia come il programmatic, il targeting di un utente in base al contesto della pagina pu\u00f2 rivelarsi molto efficace, fornendo una valida alternativa per il targeting del pubblico senza cookie.<\/p>\n

Ma in che modo il sentiment – se il tono del contenuto \u00e8 negativo, neutro o positivo – influenza i consumatori e la loro percezione di un marchio?<\/p>\n

IAS ha condotto un sondaggio online per determinare i tipi di annunci che i consumatori britannici preferiscono vedere in ambienti diversi e in che modo il sentiment di un articolo influisce sui loro feelings nei confronti dei marchi e delle pubblicit\u00e0 circostanti.<\/p>\n

Scarica la ricerca The Power of Context UK per scoprire come il contesto e il sentiment influenzano la percezione dei consumatori.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

IAS nella sua ultima ricerca “Power of Context” analizza il modo in cui il contesto e il sentiment influenzano la percezione dei consumatori in UK.<\/p>\n","protected":false},"author":59,"featured_media":296059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[509,508],"tags":[586],"class_list":["post-317612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ricerche","category-risorse","tag-context-it"],"acf":[],"yoast_head":"\nThe power of context: ricerca su contesto e sentiment - 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\/insider\/the-power-of-context-ricerca-su-contesto-e-sentiment\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The power of context: ricerca su contesto e sentiment\" \/>\n<meta property=\"og:description\" content=\"IAS nella sua ultima ricerca "Power of Context" analizza il modo in cui il contesto e il sentiment influenzano la percezione dei consumatori in UK.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/it\/insider\/the-power-of-context-ricerca-su-contesto-e-sentiment\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-23T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-28T10:53:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/insider-image-template-Recovered-01-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/the-power-of-context-ricerca-su-contesto-e-sentiment\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/the-power-of-context-ricerca-su-contesto-e-sentiment\\\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"The power of context: ricerca su contesto e sentiment\",\"datePublished\":\"2020-11-23T05:00:00+00:00\",\"dateModified\":\"2023-09-28T10:53:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/the-power-of-context-ricerca-su-contesto-e-sentiment\\\/\"},\"wordCount\":238,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/the-power-of-context-ricerca-su-contesto-e-sentiment\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/insider-image-template-Recovered-01-2.png\",\"keywords\":[\"context\"],\"articleSection\":[\"Ricerche\",\"Risorse\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/the-power-of-context-ricerca-su-contesto-e-sentiment\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/it\\\/insider\\\/the-power-of-context-ricerca-su-contesto-e-sentiment\\\/\",\"name\":\"The power of context: ricerca su contesto e sentiment - 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