RESEARCH

The Congruence Effect

How aligning ad messaging to content sentiment impacts consumer preference

Avoidance isn't always the right answer

Avoidance may seem like the most effective way to keep your brand safe from negative content, but by simply avoiding all content with negative sentiment, advertisers lose scale and valuable impressions. So, what’s the solution? How can brands optimize for favorable consumer perception in environments with negative sentiment?

In The Congruence Effect, IAS sought to determine if aligning an ad’s messaging with the surrounding content would impact how consumers felt about the ad and the associated brand. What did we uncover? Consumers found ads aligned with surrounding content to be more memorable and favorable, regardless of whether the sentiment is negative, positive, or neutral.

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