We all know what contextual targeting is. Going way back, placing a car ad in Motor Trend was what we thought of as contextual targeting. In my first year in the business, I tried to establish a link between ad effectiveness and Nielsen program types, but that approach was not statistically strong. That was verified by an NCS study about five years ago.
IAS and Neuro-Insight Prove “Literal” Plus “Sentiment” Contextual Targeting Lifts Brand Memory Encoding +49%
![IAS and Neuro-Insight Prove “Literal” Plus “Sentiment” Contextual Targeting Lifts Brand Memory Encoding +49%](/media/articles/image-cover-1709209458673.550x380_q85_box-0%2C90%2C600%2C507_crop.png.webp)