Curated News from Mediatel on November 29, 2021
Contextually targeted ads drive more than three times more engagement than IAB standard ads, according to new research.
Attention measurement company Lumen Research and contextual advertising business Seedtag have produced the findings in a white paper The Power of Contextual in the Attention Economy.
In terms of attentive seconds per thousand impressions delivered – or an APM score – Seedtag ads drove a total of 2,766 seconds per thousand delivered, which was 3.3x higher than IAB standard units and 37% more compared to social media ads.
The report also found that Seedtag’s ads were more noticed, with 87% ads viewed compared to the IAB standard ads with 61%.