Contextually relevant ads drive significantly better outcomes and improve brand favourability and consumer purchasing intent, according to the latest results of a study by Integral Ad Science. In collaboration with eye-tracking firm Tobii, the digital media expert examined how display ads performed in and out of context. The findings show that contextual targeting strategies result in greater consumer attention. The in-context advert was the first-page element consumers noticed. On average it took just 4 seconds for consumers to notice the in-context ad while out-of-context ads took 10 seconds to notice. Purchase intent was 14% higher in those viewing in-context ads and brand favourability increased 5% compared to consumers viewing out-of-context ads. “With a cookieless future on the horizon, marketers are seeking alternatives to maintain and
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