In a study conducted with Neuro-Insight to research the impact of suitable and unsuitable content on consumer ad perception, we found that ads, regardless of the message or brand, seen in a high quality context are more memorable.
Research commissioned by Integral Ad Science (IAS) in partnership with Neuro-Insight, a global leader in neuroscience-based market research, debuted today, highlighting the effect of surrounding content over advertising perception. Findings from the report show that display ads seen on high-quality mobile sites were liked more than the same ads seen on low-quality sites.
Brands invest a significant amount of time creating an image, cultivating consumer perception and fostering associations. However, in digital advertising, nearly 1 in 10 ad impressions is surrounded by unsuitable or inappropriate content that can damage brand equity built up over years.
The emergence of programmatic advertising has created a huge opportunity for digital marketers to more effectively reach their ideal customers, enabling an advertiser to bid on placements within milliseconds.
Lisa Utzschneider tells CNBC’s James Wright what they’re doing to help marketers measure marketing ROI with new media advertising opportunities.