Faced with increasing privacy regulations and eventual cookie deprecation, industry eyes are looking toward contextual targeting. IAS research has demonstrated that when asked, consumers actually prefer contextually relevant ads.
But what role does contextual matching play in the advertising experience… and how do consumers’ brains respond?
IAS teamed up with Neuro-Insight once again to evaluate how likely consumers are to remember contextually matched ads. Leveraging advanced neurotechnology, IAS measured activity in the memory centers of participants’ brains to understand the impact of contextual matching and how to pair advertising messages with content for optimal response.
Our research found that not only do contextually relevant ads improve consumer perception but also that 73% of consumers find them more appealing.
Learn more about the impacts of contextual matching in The Context Effect study.