{"id":301124,"date":"2020-11-02T05:00:00","date_gmt":"2020-11-02T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/the-power-of-context-a-uk-consumer-research\/"},"modified":"2024-02-16T10:38:04","modified_gmt":"2024-02-16T10:38:04","slug":"the-power-of-context-a-uk-consumer-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/the-power-of-context-a-uk-consumer-research\/","title":{"rendered":"The Power of Context, a UK consumer research"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><\/p>\n<h4><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-118118 size-full\" src=\"\/wp-content\/uploads\/2020\/08\/insider-image-template-Recovered-01.png\" alt=\"contextual targeting\" width=\"760\" height=\"478\" \/><\/h4>\n<h4><\/h4>\n<h4><\/h4>\n<h4>In our latest research, IAS explores how context and sentiment inform consumer perceptions in the UK<\/h4>\n<p>The digital advertising landscape is shifting, and one thing has been made clear: context is critical. <a href=\"\/uk\/insider\/ripple-effect-study\/\">Previous IAS research<\/a> has shown how consumer perception of ads is influenced by the quality of the ad environment. With half of UK consumers stating they would stop using a brand if the ad creative appears alongside low quality and non-brand safe content.<\/p>\n<p>The context in which an ad shows up has most recently hit the advertising scene due to its power in effective targeting. For technology like programmatic, targeting a user based on the context of the page can prove highly effective \u2013 not to mention providing a viable alternative for cookieless audience targeting.<\/p>\n<p>But how does sentiment &#8211; whether the tone of the content is negative, neutral or positive &#8211; influence consumers and their perception of a brand?<\/p>\n<p><a href=\"https:\/\/integralads.com\/uk\">IAS<\/a> ran an online survey to determine the types of ads UK consumers prefer to see in different environments, and how the sentiment of an article affects their feelings toward the surrounding brands and advertisements.<\/p>\n<p>Download The Power of Context UK research to learn how context and sentiment inform consumer perception.<\/p>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our latest research, IAS explores how context and sentiment inform consumer perceptions in the UK The digital advertising landscape is shifting, and one thing has been made clear: context is critical. Previous IAS research has shown how consumer perception&#8230;<\/p>\n","protected":false},"author":1,"featured_media":296059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,272,288,294],"tags":[],"class_list":["post-301124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-research-uk","category-resources-uk","category-topics-uk"],"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>The Power of Context, a UK consumer research - 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\/uk\/insider\/the-power-of-context-a-uk-consumer-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Power of Context, a UK consumer research\" \/>\n<meta property=\"og:description\" content=\"In our latest research, IAS explores how context and sentiment inform consumer perceptions in the UK The digital advertising landscape is shifting, and one thing has been made clear: context is critical. 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