More evidence that editorial context drives enhanced advertising attention | WARC | The Feed

More evidence that editorial context drives enhanced advertising attention

A relevant editorial context can increase advertising attention by up to 31%, according to a new analysis from News UK and Lumen Research.

Why it matters

Context is becoming increasingly important as third-party cookies are phased out and there is a growing body of evidence that it is actually more effective than cookie-driven advertising – confirming what one might intuitively think.

Key findings 

Based on an analysis of 980,000 impressions on The Sun’s website, Lumen calculated that:

• Putting an ad in a relevant editorial context can increase attention on that ad by 31%, from 25 minutes per 1,000 impressions to 33 minutes. 
• The average viewing time for the ad also increased by 28%, from 1.8 seconds to 2.3 seconds.

The big idea 

As well as backing the notion that advertising performs better when placed against content that is relevant to it, Ben Walmsley, commercial director – publishing at News UK, says the study is also “further evidence of the broader story that editorial context more generally is a hugely powerful driver of attention: premium environments drive better engagement, and contextual relevance within that environment further enhances attention.”

Sourced from News UK [Image: Kaboompics .com from Pexels]