Dive deep into The Congruence Effect

IAS takes a deeper look at our latest contextual advertising study

03/30 By IAS Team

It’s no secret that consumers are more receptive to brands that advertise alongside content with positive sentiment. IAS research has also shown that consumers are more likely to remember such ads. But what about negative sentiment?

In our latest contextual advertising study, IAS asked consumers to weigh in on whether ad messaging related to the surrounding content impacts their perception of a given brand. Watch the video above to learn more about The Congruence Effect.

 

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