There is no question that content influences brand perception. 72% of consumers say their perception of advertising is influenced by surrounding content. 73% of consumers find contextually relevant advertising more appealing.
Ad recall doubles
Contextual relevance helps advertisers increase consumer attention. Ads that are contextually matched to the content in whose vicinity they appear are much more effective in terms of recall of detail and emotional intensity than non-contextual ad placements.
Thematic ads, i.e. ads with content similar to the surrounding content, perform well in terms of global memory, which is related to the consumer’s ability to remember broader themes, underlying stories, and audiovisual elements.
In a laboratory test in which VAB evaluated the effectiveness of a traditional TV spot versus a contextual TV spot, individuals exposed to the contextual ad remembered seeing it twice as often as those who saw it in a conventional placement.
Contextual advertising enables significantly higher recall of the ad, which boosts spontaneous brand awareness building and drives up a brand’s chances of being first in line when a consumer starts considering a purchase.
By using psychographic targeting and context within campaigns, marketers can achieve increased brand resonance and purchase intent:
These conclusions are further supported by the experience of third parties, including Nielsen Catalina, which has also addressed this issue.
Source: thevab.com
