Mobile adverts that match the content they are put into drove a 23% lift in activation according to new research from Integral Ad Science.
The Context Effect study found that such ads (also referred to as endemically matched) drove a 27% rise in memorability of themes, narrative and audio and visual elements.
Informational ads performed better when they were matched to a key message within an article.
This boosted detail memory by 36% compared to not matching content to key messages. And that’s particularly imports for brands with call to action campaigns.
