Contextual Alignment in Video Advertising

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Channel Factory partnered with the University of Southern California’s applied consumer psychology department on participant-driven experimental research examining the impact of contextual ad alignment on consumers.

Key findings:

  • Contextual aligned ads drive a 93% increase in brand awareness vs. contextually misaligned ads
  • Consumers are more likely to consider a brand and share contextually aligned ads vs. misaligned ads
  • Overall, consumers are more likely to be entertained and engaged, as well as believe, trust, consider, recall, share, and intend to purchase a brand’s products more if their advertisements are aligned with the content presented