{"id":315469,"date":"2024-08-21T12:00:00","date_gmt":"2024-08-21T12:00:00","guid":{"rendered":"https:\/\/integralads.com\/?p=315469"},"modified":"2025-04-09T20:36:46","modified_gmt":"2025-04-09T20:36:46","slug":"mind-on-stream-ctv-advertising-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/","title":{"rendered":"RESEARCH: The Mind on The Stream"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"315469\" class=\"elementor elementor-315469\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-264cc62 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"94104\" data-id=\"264cc62\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7145c5b\" data-eae-slider=\"11577\" data-id=\"7145c5b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-53e329f elementor-widget elementor-widget-heading\" data-id=\"53e329f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A neuro-investigation into the brain while watching CTV ads<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-108c567 elementor-widget elementor-widget-text-editor\" data-id=\"108c567\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Connected TV (CTV) has <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/integralads.com\/insider\/what-is-ctv\/\"><span style=\"font-weight: 400;\">revolutionized<\/span><\/a><\/span><span style=\"font-weight: 400;\"> how we watch and monetize television. With the freedom to watch on demand and the power of precise targeting and placement, both consumers and advertisers have been presented with unprecedented opportunities. Yet, many viewers still face frustration from irrelevant and disruptive ads that detract from their viewing experience.<\/span><\/p><p><span style=\"font-weight: 400;\">In the search for best practices that drive performance and satisfy audiences, IAS and <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.neuro-insight.com\/\"><span style=\"color: #000000; text-decoration: underline;\">Neuro-Insight<\/span><\/a><\/span> embarked on a groundbreaking neurostudy. This pioneering research dives deep into viewers\u2019 brains to uncover how tone, context, and frequency influence CTV ad effectiveness.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ef39eec elementor-widget elementor-widget-heading\" data-id=\"ef39eec\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Here\u2019s a quick look at what we discovered: <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a544dea elementor-widget elementor-widget-text-editor\" data-id=\"a544dea\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Unrelated ads break viewers\u2019 neuro-state<\/b><span style=\"font-weight: 400;\">: Ads that don\u2019t align with the content disrupt viewers&#8217; engagement, reducing their impact.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Repeated ad viewing leads to higher connection, but lower interest<\/b><span style=\"font-weight: 400;\">: While repetition builds recognition, it can also diminish excitement.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Context-matched ads are highly memorable to viewers<\/b><span style=\"font-weight: 400;\">: Ads that fit seamlessly within the content are more likely to stick with your audience.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Surveys provide a glimpse, but brain activity reveals the full story. Discover how to enhance brand impact and forge the future of CTV advertising with insights straight from the mind.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3361f88 dark-green-buttton elementor-align-center elementor-widget elementor-widget-button\" data-id=\"3361f88\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6MjkyNjM3LCJ0b2dnbGUiOmZhbHNlfQ%3D%3D\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">ACCESS RESEARCH<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Connected TV (CTV) has revolutionized how we watch and monetize television. Surveys provide a glimpse, but brain activity reveals the full story. Discover how to enhance brand impact and forge the future of CTV advertising with insights straight from the mind.<\/p>\n","protected":false},"author":59,"featured_media":334601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[43,45,55,41],"tags":[],"class_list":["post-315469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability","category-ctv-video","category-featured","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RESEARCH: The Mind on The Stream - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Discover the challenges and opportunities in connected TV advertising, including the importance of ad relevance and viewer experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RESEARCH: The Mind on The Stream\" \/>\n<meta property=\"og:description\" content=\"Discover the challenges and opportunities in connected TV advertising, including the importance of ad relevance and viewer experience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2024-08-21T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-09T20:36:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"RESEARCH: The Mind on The Stream\",\"datePublished\":\"2024-08-21T12:00:00+00:00\",\"dateModified\":\"2025-04-09T20:36:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/\"},\"wordCount\":208,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/08\/NI-CTV-Insider-v2.png\",\"articleSection\":[\"Brand Safety &amp; Suitability\",\"CTV &amp; Video\",\"Featured\",\"Research\"],\"inLanguage\":\"en\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/\",\"url\":\"https:\/\/integralads.com\/insider\/mind-on-stream-ctv-advertising-research\/\",\"name\":\"RESEARCH: The Mind on The Stream - 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