Curated News from Campaign Live on September 14, 2021
Contextual ads, which are targeted to match the content of a webpage versus audiences based on cookie data, are effective in driving brand memorability, according to a study by Integral Ad Science and Neuro-Insight.
According to the study, which in July collected neurometric data from 60 participants ages 18 to 60, “matched ads,” or ads that align with the surrounding content on a webpage, led to higher memorability compared to unmatched ads, or ads that were not contextually aligned to the web page.
For instance, matched ads represented a 23% increase in remembering details, calls to action and branding elements than unmatched ads. Matched ads also led to a 27% increase in recollection of broader themes and overarching brand narratives, or “global memory.”