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.
Download GumGum | Study of Contextual Ad Effectiveness