Study Finds Contextual Ads Are More Engaging & Memorable
GumGum, Inc., an artificial intelligence company specialising in solutions for advertising and media, today released new neuroscientific research findings that explain why contextual targeting is an effective digital advertising tactic.
The findings come from a study GumGum conducted in partnership with neuroanalytics company SPARK Neuro, which examined how an ad’s contextual relevance to content influences consumers. Ads with the most contextual relevance elicited 43% more neural engagement and 2.2 times better ad recall, the study found. It also revealed that [...]
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