{"id":301914,"date":"2022-07-03T22:47:00","date_gmt":"2022-07-03T22:47:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ad-context-attention-the-impact-of-contextually-relevant-ads-on-attention-and-outcomes\/"},"modified":"2024-02-16T11:00:37","modified_gmt":"2024-02-16T11:00:37","slug":"ad-context-attention-the-impact-of-contextually-relevant-ads-on-attention-and-outcomes","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/ad-context-attention-the-impact-of-contextually-relevant-ads-on-attention-and-outcomes\/","title":{"rendered":"Ad Context & Attention: The impact of contextually relevant ads on attention and outcomes"},"content":{"rendered":"\n

The human eye doesn’t lie.<\/strong><\/p>\n\n\n\n

Contextual relevance is one of the industry\u2019s hottest topics, and it\u2019s clear why. In a digital landscape that seems like a revolving door for content, context can be the key to driving awareness for your brand. In order to prove that, we wanted to directly capture the correlation between context and consumer attention.<\/p>\n\n\n\n

So we went straight to the source.<\/p>\n\n\n\n

In our latest research, IAS partnered with Tobii Pro Insight<\/a> and HP<\/a> to track consumer eyesight to investigate firsthand how HP ads perform when in-context versus out-of-context. We compared the effectiveness of one HP ad alongside two different content environments to see how attention and outcomes differ between in- and out-of-context display ads.<\/p>\n\n\n\n

Here\u2019s a sneak peek at what we found:<\/p>\n\n\n\n