New research shows 70% of consumers in the UK are more likely to recall an online ad when it runs alongside contextually relevant content.
The Power of Context report from agency Integral Ad Science (IAS) also examines how the sentiment of a nearby article affects people’s feelings towards a brand.
Researchers found that, not only is recall high when ads are relevant to content, but also that 81% of people said they prefer to see ads that are relevant to what they are viewing. And 65% of consumers said they have a more favourable view of brands that offer contextually relevant ads.
The sentiment conveyed by specific content is also a key factor in influencing consumers’ reaction to ads the survey found, with 73% of respondents saying that positive or negative feelings generated by content did affect their perception of a brand advertising next to it.
Content that generated positive or neutral sentiment improved consumers’ perceptions of ads the most, the study found. Across verticals, when an ad ran next to a positive headline, consumers were 39% more receptive, with favourability up by as much as 19% compared to a negative headline.
Commenting on the report, Nick Morley, EMEA MD at Integral Ad Science,said, “The data clearly shows contextually relevant ads impact consumers beyond their immediate response, forming part of their longer-term recall and favourability towards a brand.
“For marketers, this is essential to stand out within increasingly crowded marketplaces and drive action as a result of ads seen. As the industry approaches a key seasonal period, ad environments must be considered from both a contextual and sentiment perspective to capture long-term consumer interest.”
IAS ran the online survey in September this year, and based results on the 500 UK respondents.
Previous research from IAS found that consumers in the UK are 65% more likely to engage with an ad when it’s surrounded by what they perceive to be high-quality content. And 68% of consumers say they hold brands accountable for poor placements, with 55% saying they feel less favourable about brands after seeing ads in sub-standard settings.
This article first appeared in www.warc.com