Power of Context – 92% of Consumers Receptive to Contextually Relevant Ads – IAS Study Reveals

The digital advertising landscape is shifting, and one thing has been made clear:

Context is critical.

Integral Ad Science’s research has shown that with advancements in machine learning and AI, content evaluation has evolved to provide insights into the sentiment conveyed by a given page.

So how does sentiment influence consumers and their perception of a brand?

In The Power of Context – India Edition, IAS’s latest research, we asked over 500 consumers in India to weigh in on how context and sentiment influences their perception of advertisements and brands.

What we found is that consumers are extremely receptive to contextually relevant ads: The report suggests a whopping 92% of consumers in India think it’s important for digital ads to appear alongside relevant content.

Some key findings from the report:

• Indian consumers are extremely receptive to contextually relevant ads
• In India contextual relevance is preferred across all verticals
• Contextually relevant ads are more favourable and memorable to Indian consumers

Download The Power of Context – India Edition report today and learn how context informs consumer perception in India.