Harnessing the Context of Your Ads to Drive Consumer Engagement

Marketers have debated the impact of an ad’s environment on how that ad is perceived by its audience, especially in the digital space. The latest research conducted by Integral Ad Science (IAS) shows that contextual adjacencies have a dramatic impact on how people react to advertising.

This session puts measurable results behind the idea that consumers respond more positively to ad creative in certain contexts. Simply stated, people respond to the entire context of an ad impression rather than just a single component of it, and this generates a very strong context effect for ads. This session will help you understand how to best leverage this effect to drive greater engagement with your digital marketing.

After this session, you’ll be able to:

  • Drive greater engagement with your digital advertising by understanding the power of ad context
  • Increase favorability/affinity toward your brand through digital advertising
  • Leverage the power of contextual adjacencies for marketing success