49% increase in brand impact when ads match the context and tone of CTV content

Celeste Huang

A neuro-analysis of brand impact in CTV advertising.

Ads that align with connected TV (CTV) video content in both tone and context leave the strongest impact on viewers, with a 49% brand lift, according to the latest study by Integral Ad Science (IAS) and Neuro-Insight. 

The study revealed a 14% increase in brand impact when only the tone of ads matches CTV content, and a 39% increase when the context of the ad matches the programme content. The brand lift impact goes up to 49% when both tone and context match the viewing content. 

When ads are deemed unrelated, consumers tend to pay less attention and...

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