{"id":317623,"date":"2021-02-01T05:00:00","date_gmt":"2021-02-01T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ricerca-ias-congruence-effect\/"},"modified":"2023-09-28T10:52:58","modified_gmt":"2023-09-28T10:52:58","slug":"ricerca-ias-congruence-effect","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/ricerca-ias-congruence-effect\/","title":{"rendered":"The Congruence Effect: la nuova ricerca di IAS"},"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;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.<\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nell&#8217;ultimo anno, eventi e sfide globali hanno guidato quello che sembrava un ciclo di notizie senza fine. Di conseguenza, molto \u00e8 stato detto sui contenuti adiacenti agli annunci pubblicitari. Gli inserzionisti cercano di entrare in contatto con i consumatori proteggendo il loro brand; gli editori, in particolare premium e di notizie, vogliono fornire informazioni e giornalismo di qualit\u00e0 senza mettere a rischio il fatturato. Quindi, come possono i brand fare pubblicit\u00e0 in ambienti appropriati senza limiti di scala e senza ripercussioni sugli editori?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Questa <\/span><a href=\"\/it\/insider\/the-power-of-context-ricerca-su-contesto-e-sentiment\/\"><span style=\"font-weight: 400;\">recente ricerca IAS<\/span><\/a><span style=\"font-weight: 400;\">&nbsp; ha dimostrato che i consumatori sono pi\u00f9 ricettivi nei confronti dei brand che pubblicizzano in ambienti con un sentiment positivo e anche pi\u00f9 propensi a ricordare tali annunci.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ma per quanto riguarda il sentiment negativo? Evitando semplicemente contenuti negativi, gli inserzionisti perderebbero impression preziose e su scala. Nella ricerca \u201cThe Congruence Effect\u201d, IAS ha chiesto ai consumatori statunitensi di valutare se gli annunci pubblicitari in linea con il contenuto circostante influissero sulla loro percezione di un determinato brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Scarica la ricerca &#8220;The Congruence Effect&#8221; per saperne di pi\u00f9.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nella ricerca \u201cThe Congruence Effect\u201d, IAS ha chiesto ai consumatori se il contenuto vicino all&#8217;annuncio influisce sulla loro percezione del brand.<\/p>\n","protected":false},"author":59,"featured_media":301162,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[517,576,523,509],"tags":[526,579],"class_list":["post-317623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-it","category-featured-it","category-insights-it","category-ricerche","tag-ricerca","tag-sentiment-it"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - 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