{"id":317819,"date":"2022-10-06T15:20:44","date_gmt":"2022-10-06T15:20:44","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-ha-parlato-di-ad-context-attention-allevento-upa\/"},"modified":"2023-12-15T14:41:35","modified_gmt":"2023-12-15T14:41:35","slug":"ias-ha-parlato-di-ad-context-attention-allevento-upa","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/ias-ha-parlato-di-ad-context-attention-allevento-upa\/","title":{"rendered":"IAS ha parlato di \u2018Ad Context &#038; Attention\u2019 all\u2019evento UPA!"},"content":{"rendered":"\n<p><em>IAS \u00e8 partner &#8211; insieme ad altri player di mercato &#8211; del progetto<strong> Branding e-volution 22<\/strong>, anche in questa sua seconda edizione. La <a href=\"https:\/\/integralads.com\/it\/insider\/ias-parlera-di-context-control-evento-upa\/\">prima <\/a>si era svolta nel 2020.&nbsp;<\/em><\/p>\n\n\n\n<p>Lo scorso 28 settembre si \u00e8 svolto, presso il Teatro Franco Parenti di Milano, il convegno&nbsp; \u201cBranding e-volution\u201d, organizzato da UPA &#8211; l\u2019Associazione che riunisce i pi\u00f9 importanti investitori in comunicazione pubblicitaria in Italia &#8211; e dalla School of Management del Politecnico di Milano.<\/p>\n\n\n\n<p>Durante l\u2019evento sono stati presentati i principali risultati dell\u2019edizione 2022 della ricerca, realizzata allo scopo di interpretare il nuovo ruolo della marca nell\u2019ecosistema digitale.<\/p>\n\n\n\n<p>L\u2019intervento di IAS, che ha visto<strong> sul palco Aaron Mirelli <\/strong>(Sales Manager di IAS), <strong>Rocco Barbini<\/strong> (Senior Solutions Engineer di IAS ) e <strong>Giovanni Teofilo Chiarelli<\/strong> (Head of Commercial Communication di UnipolSai Assicurazioni), si \u00e8 focalizzato sull\u2019importanza del contesto nella pubblicit\u00e0 digitale e dell\u2019attenzione, che assume sempre pi\u00f9 rilevanza per gli inserzionisti.&nbsp;<\/p>\n\n\n\n<p>A supporto dell\u2019intervento sono stati <strong>evidenziati gli highlight di uno studio IAS \u201cAd Context &amp; Attention\u201d &#8211;<\/strong> condotto insieme a una societ\u00e0 esterna di eye tracking &#8211; dove \u00e8 stato messo in relazione il contesto di esposizione degli annunci con l\u2019attenzione degli utenti.&nbsp;<\/p>\n\n\n\n<p><strong>L\u2019attenzione dell\u2019utente cambia in base al contesto<\/strong> in cui appare l\u2019annuncio pubblicitario. L\u2019annuncio deve essere in linea con il contesto per avere un impatto sul consumatore e&nbsp; attirare la sua attenzione. IAS, grazie alla sua tecnologia avanzata, offre<strong> una serie di metriche che possono essere utili a valutare l\u2019attenzione <\/strong>che generano gli annunci pubblicitari.<\/p>\n\n\n\n<p><strong>Fra i principali risultati:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le metriche di Media Quality svolgono un ruolo strategico nella valutazione dell&#8217;attenzione (Attention);<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gli annunci in linea con il contesto nel quale appaiono, generano una maggiore memorability, con un aumento della brand recall e awareness del brand da parte dei consumatori;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le strategie di contextual targeting attirano l&#8217;attenzione dei consumatori e generano risultati.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Il contenuto riportato sopra \u00e8 solo un estratto dell\u2019intervento di IAS, <strong>per saperne di pi\u00f9, <a href=\"https:\/\/www.youtube.com\/watch?v=9u1MLO-grPY\">guarda il video<\/a> dell\u2019intero intervento!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lo scorso 28 settembre si \u00e8 svolto, presso il Teatro Franco Parenti di Milano, il convegno  \u201cBranding e-volution\u201d, organizzato da UPA e dalla School of Management del Politecnico di Milano.<\/p>\n","protected":false},"author":59,"featured_media":311518,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[554,431,506],"tags":[],"class_list":["post-317819","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contextual-targeting-it","category-non-categorizzato","category-viewability-it"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAS ha parlato di \u2018Ad Context &amp; Attention\u2019 all\u2019evento UPA! 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