The Future of Digital Advertising Is About Context, Creative and Attention

As the industry continues to grapple with third-party cookie deprecation, privacy compliance and ad fatigue, it’s time to stop trying to figure out who consumers are, and instead shift to figuring out how to meet them in the moment. And with advances in contextual advertising, this is possible. In fact, 49% of brand marketers said they are looking to contextual advertising to replace cookies.

 A new report from GumGum, a contextual-first advertising technology company, titled “The Mindset Matrix: Meeting Consumers in the Moment,” explains how tech-enabled, real-time analysis can help marketers better reach consumers without the need for third-party cookies or personal data. When combined with engaging creative, this leads to ads that draw more attention and increase brand recall.

Key insights include:

• Contextual ads hit their mark: They are 2.2X more memorable and increase brand recall 70%.
• Increasing attention time is the goal: Each extra second someone looks at an ad can drive up to 11% more brand awareness and up to 7% more brand recall.
• Just showing an ad isn’t enough: Attention time is 7.5X more important in driving awareness and 5.9X more important in driving recall than viewability

Power your marketing campaigns with context and boost effectiveness. Download the report today.