Contextual ads obtain 2 times better ad recall, GumGum study finds
A study conducted by GumGum, in partnership with SPARK Neuro, saw that ads with the most contextual relevance elicited 43% more neural engagement and 2.2 times better ad recall.
![Contextual ads obtain 2 times better ad recall, GumGum study finds](/content/images/size/w2000/2023/01/contextual-ads.jpeg)
A study conducted by GumGum, in partnership with SPARK Neuro, saw that ads with the most contextual relevance elicited 43% more neural engagement and 2.2 times better ad recall.
GumGum says contextual targeting is a choice because of its user data-free nature in a time governments place restrictions on how brands can collect and share user data, and browsers sunset the cookies.
“We know that contextual targeting done right delivers the reliable results that brands need, especially as the industry searches for solutions in the wake of the cookies’ demise,” said GumGum CEO Phil Schraeder. “What’s significant about these findings is that they clearly show why contextual is so effective: Neural engagement is a big driver of direct response performance, memorability supports branding plays and purchase intent moves the needle for both branding and direct response.”
The study asked 60 participants aged 18 to 54 from the US, UK, and Japan to read six articles on different topics, each of which featured three ads whose relevance to article content ranged from high to low. Biometric sensors – including eye-tracking, facial coding, and EEG – were used to measure responses to the articles and ads.
PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.
Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.
You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.
Know more about us or contact us via info@ppc.land
Our latest marketing news:
- Amazon launches Target Promotion for Sponsored Products advertisers
- Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
- FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
- Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
- Meta tackles Nigerian financial Sextortion Scams in massive account purge
- FTC launches probe into surveillance pricing practices of eight companies
- Location-based advertising: revolutionizing digital marketing strategies
- Reddit's exclusive Search Deal with Google raises concerns over AI Data
- Netflix surges in Nielsen rankings, streaming dominates TV consumption
- Kargo and TikTok partner to enhance offline sales insights for advertisers