Contextually relevant advertisements attract attention, increasing brand favorability and buy intent significantly, according to new IAS data.

Integral Ad Science (IAS) is a global leader in digital media quality . The research was conducted in partnership with Tobii, the global leader in eye tracking and attention computing .

New York, June 24 (PRNewswire): Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced Ad Context & Attention, a research conducted in partnership with Tobii, the global leader in eye tracking and attention computing, to understand how display advertisements perform when they are displayed in context versus out of context.According to the results, greater purchase intent and brand favorability are achieved when display ads are displayed in context.The findings provide convincing evidence of contextual targetings in a brands marketing strategy.Researchers were able to detect and follow consumer eyesight when exposed to the same ad design in different media environments with the help of Tobiis eye tracking technology.

According to Tony Marlow, CMO, IAS, desired outcomes can be dramatically affected by contextually relevant ad placements, which have the ability to influence audience recall and overall response.Brands have a massive opportunity to leverage tools such as IASs Context Control to extend the effectiveness of their campaigns and impact the bottom line, according to Joanna Parker, VP of Americas at Tobii.This report provides IAS with a deeper insight into how consumers engage with advertisements when displayed in different environments.We are proud to work with clients that innovate and bring fresh perspectives to the industry.

The following findings emphasize the value of contextual relevanceThe in-context ad was the first item consumers noticed.When viewing the article, it took only.4 seconds for consumers to notice the in-context ad versus 1.0 seconds to notice the out-of-context one.Contextually relevant ads deliver results, boosting brand traction and customer purchase intention.— Purchase intent increased among consumers who saw the in-context ad by 14%.

In general, in-context display ads were more likely to be engaging, easy to read, clear, and informative.For more information, visit Tobii.Integral Ad Science (IAS) is a global leader in digital media quality.IAS makes every impression count by ensuring that advertisements are seen by real people in secure and appropriate conditions, activating contextual targeting, and driving supply path optimization.

We do this using data-driven approaches with actionable real-time feedback and insight.IAS was established in 2009 and has its headquarters in New York.It works with thousands of top advertisers and premium publishers around the world.For more details, visit integralads.com.Tobii is the world leader in eye tracking and the inventor of attention tracking.

Our technologies and services are used by thousands of organizations, colleges, and research institutions around the world to design technology for a better future.They include behavioral sciences and research, medicine, research, employment and training, gaming, extended reality, automotive, and many more.Tobii, which has its headquarter in Sweden, is listed on Nasdaq Stockholm (TOBII).For more details, please see the following link: