{"id":301155,"date":"2021-01-26T05:00:00","date_gmt":"2021-01-26T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/importance-of-sentiment\/"},"modified":"2023-07-27T07:59:49","modified_gmt":"2023-07-27T07:59:49","slug":"importance-of-sentiment","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/importance-of-sentiment\/","title":{"rendered":"Importance of sentiment"},"content":{"rendered":"<h3><b>\u201cThe way you make me feel.\u201d<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In our previous IAS Insider blog around the <a href=\"\/uk\/insider\/power-of-contextual-ads\/\">IAS Power of Context UK repor<\/a>t, we discussed the importance of context. But ads related to the content of a page aren\u2019t the only details that impact consumer perception.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sentiment can also be a factor. Technology can be used to determine the sentiment and underlying emotion being conveyed in online content. Through granular semantic analysis the meaning and sentiment of words on webpages can be uncovered.\u00a0\u00a0<\/span><\/p>\n<h3><b>Positive about positivity\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">IAS carried out an online survey to determine the types of ads UK consumers prefer to see in different environments, and how the sentiment being conveyed in an article impacts their feelings towards advertisements running alongside. Here are the top 3 consumer insights:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Almost three-quarters (<\/span><b>73%<\/b><span style=\"font-weight: 400;\">) state that the sentiment (positive\/negative) conveyed in an article impacts their perception of a brand who has advertised alongside it.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Sentiment perception impacts all industries. Across the vertical samples, when an ad appeared next to a positive headline, consumer receptivity increased by up to <\/span><b>39%<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li>When presented with examples from specific verticals, consumers were more receptive to content with positive and neutral sentiment. They also felt more favourable towards the associated brands.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In an increasingly competitive advertising landscape, where brands are vying for consumer attention and engagement, ad environments must be considered from a contextual and sentiment perspective in order to truly capture consumer interest.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The full IAS Power of Context report highlights how the context and sentiment of the content alongside a digital ad impacts consumers\u2019 perception towards brands. Download the report today.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more information on IAS\u2019s semantic technology and contextual targeting capabilities, <\/span><a href=\"https:\/\/integralads.com\/uk\/solutions\/brand-safety-suitability\/\"><span style=\"font-weight: 400;\">download the Toolkit<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cThe way you make me feel.\u201d In our previous IAS Insider blog around the IAS Power of Context UK report, we discussed the importance of context. But ads related to the content of a page aren\u2019t the only details that&#8230;<\/p>\n","protected":false},"author":1,"featured_media":301156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,285,287,272,288,294],"tags":[264],"class_list":["post-301155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-contextual-targeting-uk","category-featured-uk","category-research-uk","category-resources-uk","category-topics-uk","tag-sentiment"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How sentiment impact UK customers\u2019 perception of an ad?<\/title>\n<meta name=\"description\" content=\"Explore how sentiment - whether the tone of online content is negative, neutral or positive - influences UK consumers and their perception of a brand.\" \/>\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\/importance-of-sentiment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Importance of sentiment\" \/>\n<meta property=\"og:description\" content=\"Explore how sentiment - whether the tone of online content is negative, neutral or positive - influences UK consumers and their perception of a brand.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/importance-of-sentiment\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-26T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T07:59:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Sentiment_tile-1024x1024.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/importance-of-sentiment\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/importance-of-sentiment\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Importance of sentiment\",\"datePublished\":\"2021-01-26T05:00:00+00:00\",\"dateModified\":\"2023-07-27T07:59:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/importance-of-sentiment\/\"},\"wordCount\":280,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/importance-of-sentiment\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/07\/Sentiment_tile.png\",\"keywords\":[\"sentiment\"],\"articleSection\":[\"Brand Safety &amp; 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