Contextual relevance is key for Indian consumers, says IAS The power of contextual search

NEW DELHI, April 26, 2022 /PRNewswire/ — Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today released new research, The power of context in Indiasurveying over 500 Indian consumers. This IAS report explores the influence of context on consumers’ perceptions of advertisements and brands.

Based on its latest study, IAS discovered the following:

  • Indian consumers are extremely receptive to contextually relevant advertising: The report suggests that a huge majority of consumers in India; 9 out of 10 say contextual relevance is important and impacts their perception of surrounding brands and ads.
  • In India contextual relevance is prioritized across all verticals: When shown items representing different verticals, consumers consistently preferred contextual relevance. Overall, consumers associated the advertisements they prefer with articles classified in the same content vertical. For example, 86% of consumers prefer to see a Telco advertisement next to a mobile phone article and 83% of consumers prefer to watch the food and drink advertisement next to the food and drink article. This trend continued across all verticals.
  • Contextually relevant ads are more favorable and memorable for Indian consumers: Contextually relevant ads have impacted consumers beyond their preferences. Relevant ads were not only more memorable, but also more likely to foster favorable consumer opinion of the brand. 91% of consumers view brands more favorably with contextually relevant ads and 95% of consumers are likely to recall contextually relevant advertising.

“Power of Context research shows that the quality of an advertising environment can influence how consumers perceive advertisements and associated brands. The study shows that 89% of consumers agree that the sentiment of content has an impact on feelings towards brands advertising on the page,” said Saurabh KhattarSales manager, India a.k.a. “Contextual targeting represents a major opportunity for brands in 2022 and understanding how context influences consumer perception of ads is key to capturing long-term interest. For marketers, this is key to stand out in increasingly crowded markets and drive action as a result of ads.”

About Integral Advertising Science

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, by ensuring ads are viewable by real people, in safe and responsive environments, by enabling contextual targeting and optimizing the supply path. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers and platforms. We do this through data-driven technologies with real-time actionable signals and insights. Founded in 2009 and based in New York, IAS works with thousands of premium advertisers and publishers worldwide. For more information, visit

SOURCE Integral Advertising Science (IAS)

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