Contextual targeting

How important are contextual ads to consumer perception? 

Imagine reading an article about a cruise ship accident, and seeing an advert for cruise ship sales beside it. You’d probably think that the ad, although related to cruising, is out of place. And you wouldn’t be alone in thinking so.

How important is context when advertising online? And how crucial should it be as part of the brand safety and brand suitability strategies for advertisers?

Integral Ad Science (IAS) ran a UK consumer survey to find out the true Power of Context.

The power of context

IAS surveyed UK consumers to find out how they perceive digital advertising and its contextual relevance. Here are the top four findings from the UK consumer study:

1) The majority of UK consumers (81%) prefer online ads to match the content they are viewing. Additionally, 72% of consumers say that contextual relevance is important.

2) Ads are more likely to be remembered if they appear next to content that is relevant according to nearly three-quarters (70%) of UK consumers.

3) The consumer perception of an online ad, and the brand associated, are impacted by its surrounding content, with seven in every ten British consumers (70%) agreeing.

4) If brands serve contextually relevant ads then roughly two-thirds (65%) of British consumers will have a more favourable opinion of those brands.

So there you have it, contextual targeting is in fact preferred by consumers. Now is the time for advertisers to take this targeting capability and use it to effectively connect with their audiences.

Download The Power of Context UK research to learn further how context informs consumer perception.

Explore how IAS Context Control, the IAS Suite of Brand Safety & Suitability Solutions, can unlock the power of context for your next digital campaigns.

Download the Study