Cognitextual: A Neuroanalytic Study of Contextual Ad Effectiveness

GumGum and SPARK Neuro examine how an ad’s contextual relevance to content impacts consumers’ emotion and attention as they view ads.

The study finds that contextual ads outperform non-contextual ads in higher neural engagement and ad recall.

Other key findings include:

  • Ads with high contextual relevance proved to be 10% more engaging than the article content
  • Banner ads are the most attention-grabbing, while in-screen formats are the most memorable
  • Contextual relevant ads drives sales.

Learn more about GumGum here.


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