2021年廣告上下文的生物識別研究報告英37

企業(yè)研究報告The

ContextEffectA

biometric

study

oncontextual

advertisingSEPTEMBER

2021IntroductionAmid

increased

privacy

regulations

and

cookie

deprecation,

the

advertisingindustry

is

looking

to

contextual

targeting

methods

to

reach

audiences.Sophisticated

targeting

technology

gives

advertisers

the

customization

andscale

needed

to

reach

consumers

in

the

right

mindset,

but

that

is

only

thebeginning.

Contextual

alignment

alongside

relevant

content

has

the

potentialto

drive

stronger

recall,

favorability,

and

ultimately

a

more

powerful

userexperience.IAS

research

has

shown

that

when

asked,

consumers

prefer

contextuallyrelevant

ads.

But

what

role

does

contextual

matching

play

in

the

advertisingexperience...

and

how

do

consumer

brains

respond?IAS

teamed

up

with

Neuro-Insight

onceagain

to

evaluate

how

likelyconsumers

are

to

remember

contextually

matched

ads.

Leveraging

advancedneurotechnology,

IAS

measured

activity

in

the

memory

centers

of

participants’brains

to

understand

the

impact

of

contextual

matching

and

how

to

pairadvertising

messages

with

content

for

optimal

response.UnderstandingcontextTHE

CONTEXT

EFFECT研究報告撰寫規(guī)范A

課題研究進入結題階段，撰寫研究報告成為最重要的工作。寫作研究報告，除了課題研究與實驗要有充分的基礎以外，首先要確定研究報告的文體類型。課題研究報告屬于教育科研應用文體。這類文體包括學術論文、調查報告、實驗報告、經(jīng)驗總結報告等等。如果課題是對某種教育現(xiàn)象進行的調查，就應寫作調查報貨：如果課題為實驗研究，就應寫作實驗研究報告：如果既有理論研究又有實驗內容的，研究報告就要二者兼顧。我市“十一五”立項課題，大都屬于實驗研究報告，也有部分是調查報告的，少部分是理論與實驗研究都有的，很少有單純進行理論研究的。Our

brains

navigate

the

worldthrough

the

lens

of

contextWhen

it

comes

to

understanding

the

world

around

us,our

brains

rely

on

context

cues.

The

images,

words,and

other

elements

surrounding

a

visual

or

messagetell

our

brains

how

to

interpret

what

we’re

seeing.In

the

image

to

the

right,

additional

context,

such

asfurniture,

people,

or

nature,

would

help

you

understandwhich

direction

the

cat

is

traveling.Is

this

cat

going

up

or

down

the

stairs?EXAMPLEContext

helps

consumersunderstand

brand

messagesThe

artwork

in

this

ad

seems

tocontradict

the

traditional

marketing

fora

luxury

perfume

brand...Context

helps

consumersunderstand

brand

messagesThe

artwork

in

this

ad

seems

tocontradict

the

traditional

marketingfor

a

luxury

perfume

brand...

until

yousee

the

advertising

headline,

whichprovides

context

for

the

artwork.研究報告撰寫規(guī)范B

課題規(guī)劃的研究內容是課題研究報告的引言部分，這部分內容主要體現(xiàn)了課題組如何按照教育科研的程序對教育問題進行規(guī)劃研究的。只有寫好引言部分的內容才能為課題研究報告打好學術基礎，為課題研究構建起嚴謹?shù)膶W術邏輯。因此，引言的內容體現(xiàn)了課題組的學術功底，體現(xiàn)了課題研究的學術基礎，也是課題組學習研究的具體體現(xiàn)。引言部分可分為問題的提出、對問題規(guī)劃研究的邏輯建構、課題的研究過程與研究方法三個層面十一個條日的問題。這些內容的表述程序構成一個逐層推進的嚴謹?shù)倪壿嬄?lián)系。Buthowmuchdoescontextmatterbeyond

the

ad

environment...Is

the

impact

of

context

only

limited

tothe

advertising

placement?MAJOR

U.S.

NEWS

AUTO

HEADLINEButhowmuchdoescontextmatterbeyond

the

ad

environment...Is

the

impact

of

context

only

limited

tothe

advertising

placement?Or

is

context

influenced

by

thesurrounding

content

environment?MAJOR

U.S.

NEWS

AUTO

HEADLINEof

consumers

say

that72%

the

content

ofthe

page

can

impact

their

perceptionsof

ads

around

itof

consumers

say74%

they

like

to

seeads

that

match

the

content

theyare

viewingof

consumers

say

they60%

are

likely

toremember

a

contextually

relevant

adSource:

Power

of

Context,

IAS,

August

2020In

previous

studies,IAS

askedconsumers

about

contextRecent

IAS

studies

showed

that

when

asked,consumers

reported

that

they

prefer

to

seecontextually

relevant

ads.研究報告撰寫規(guī)范C從我市進入課題鑒定程序所提交的研究報告來看，這項內容存在問題較多。課題的問題表述不清楚，或者表述不當，課題研究報告就失去了基礎，鑒定也就難以通過。問題表述不當主要表現(xiàn)在以下幾個方面：1.沒有表述問題。只交代了課題研究的背景，沒有把問題交代清楚。沒有問題表述的課題研究成果就不能算是真實的研究成果。只有把問題表述清楚、準確、真實，才有進行真正意義的研究。2.問題的表達大而空。雖然表達了問題，但不從教育實際問題入手的，只是寬泛或者概括地表達了一般的問題，是從我國、我省的角度表達的，很多課題研究報告只是把搜集到的有關問題表述粘貼過來，沒有根據(jù)自己的實際情況進行分，沒有本校的實際問題。問題的表達大而空，不具體也不明確，課題研究中很難把握，使課題研究失去了研究的真實基礎，甚至失去了方向和目標。3.問題的表達單一概略。雖然表達了本校的問題，但只有觀察性概述性表達，缺乏實證性表達，缺乏數(shù)據(jù)統(tǒng)計和分析，對問題的研究方式比較單一，科學性不強。Study

designTHE

CONTEXT

EFFECTIAS

worked

with

Neuro-Insight

to

collect

neurometric

data

from60

participants

who

are

regular

readers

of

online

news

andmagazine

articles.

Participants

read

articles

on

multiple

devicescovering

local

news

and

sports,

automotive

topics,

finance,technology,

food,

and

travel

while

wearing

neuro-measurementdevices

in

a

lab

environment.The

goal

of

this

study

was

to

understand

how

consumer

brainactivity

responds

to

contextually

matched

advertisements,and

whether

this

brain

activity

corresponds

to

self-reportedconsumer

preferences.Field

dateJuly

2021Participation42%

females58%

malesAged

18-60The

Context

Effect:

The

Impact

of

Contextual

MatchingStudy

objectives

and

designNeuro-Insight

uses

Steady

State

Topography

neuro-tech

Medical

gradeOnly

neuromarketing

companyto

identify

Conceptual

Closure,a

physiological

phenomenonrecognized

and

used

in

themedical

community

Tested

&

trustedOnly

neuromarketing

technologythat

has

been

validated

bothscientifically

and

commercially

bythree

independent

bodies

Second-by-second

detailUnmatched

insight

intoengagement,

emotional

intensity,approach/withdraw,

long-termmemory

encoding

Effective

&

Powerful86%Linkage

to

in-store

sales研究報告撰寫規(guī)范D研究題目，界定核心概念。即對題目的研究內涵和外延進行界定，課題研究首先要“入題”。一個研究課題的題目，往往有幾個核心概念組成。如“關于中小學課堂教學時間成本與教學效益的研究與實驗”應當由三個核心概念組成，“中小學課堂教學時間成本”、“中小學課堂教學效益”，包括兩者之間的關系，以及“研究與實驗”，對課題核心概念內涵和外延的界定，就基本上畫出了課題的研究范圍與重點解決的問題。初次主持課題研究者往往忽略了這項內容，致使課題研究的內涵和外延不夠清楚，重點也難以突出：還有就是立項題日過大，研究界限不清楚，或難以把握。The

Context

Effect

MethodologyParticipants

were

asked

to

spend

30

minutes

using

aniPhone

to

browse

pre-selected

articles

on

eight

differentsites.

They

were

shown

one

article

and

one

ad

per

site.The

digital

advertisements

were

embedded

naturallyinto

the

feed

of

each

article,

and

multiple

advertisingindustries

were

represented.Within

the

eight

sites,

?

Four

ads

were

shown

alongside

unmatched

content

?

Four

ads

were

shown

alongside

content

matched

by

either

the

article

theme

or

messageSAMPLE

ARTICLEHEADLINEIN

FEED

ADConsumers

evaluated

content

across

three

types

of

contextual

matchingMOVIE

ARTICLEHEADLINE

MOVIE

AD

ENDEMICMATCH

Ad

solves

the

problem

article

presentsSUMMER

ARTICLEHEADLINE

SUMMER

DRINK

AD

THEMATICMATCH

Ad

and

article

have

similar

themeWORK

ARTICLEHEADLINE

MILK

AD

NOMATCH

Ad

and

article

are

in

no

way

relatedResultsTHE

CONTEXT

EFFECT90%As

much

asof

our

decision

making

occursin

our

subconscious

and

it

isextremely

difficult

for

humansto

articulate

the

true

impact

ofany

stimulus

on

their

futuredecision

making5

key

measures

used

to

determine

ad

effectivenessAd

and

Brand

BreakthroughApproach/WithdrawMeasures

consumer

“l(fā)eanin”

in

response

to

adcontent

—

it

is

typicallyprompted

during

tasteapparel,

product

shots,

and/or

characters

having

funEngagementMeasures

personalrelevance

that

consumersfeel

towards

contentEmotional

IntensityMeasures

strength

ofemotion

felt

as

consumersare

exposed

to

contentGlobal

MemoryMemory

for

broadthemes,

overarchingnarratives,

audio/visualelements,

and

equitiesDetail

MemoryMemory

for

key

message,call

to

action,

andbranding

elementsAd

Diagnostics5

key

measures

used

to

determine

ad

effectiveness

Ad

and

Brand

BreakthroughGlobal

MemoryMemory

for

broadthemes,

overarchingnarratives,

audio/visualelements,

and

equitiesDetail

MemoryMemory

for

key

message,call

to

action,

andbranding

elementsIn

order

to

be

successful,ads

need

to

be

effective

increating

detail

and

globalmemory

in

consumers’

brainsMapping

the

brainMemory

encodingTransference

from

short

term

to

long

termmemory

indicates

brand

breakthrough.Long

term

memory

encoding

correlates

withdecision-making

and

purchase

intent.

DetailMemory

GlobalMemoryMatched

ads

generatehigher

memorabilitycompared

to

unmatchedMatched

ads

refer

to

the

ads

that

aligned

with,

or“matched,”

the

surrounding

content.On

average,

the

four

advertisements

thatmatched

the

surrounding

articles

performedbetter

across

both

detail

and

global

memory

thanunmatched

ads.This

means

consumers

were

more

likely

toremember

both

the

calls

to

action

as

well

as

thegeneral

themes

of

matched

ads.

Matched

vs

Unmatched

adperformance

across

neuro

metrics

Vs

Unmatched

ad

placementGlobal

MemoryMemory

for

broadthemes,

overarchingnarratives,

audio/visualelements,

and

equities+27%Detail

MemoryMemory

for

key

message,call

to

action,

andbranding

elements+23%Endemic

matched

adswere

the

most

effective

indriving

detail

memory

andemotional

intensityEndemic

matched

ads

solve

the

problempresented

by

the

article,

like

providing

movietickets

in

an

article

about

movies.Consumers

were

most

likely

to

remember

addetails

when

they

matched

the

message

ofthe

surrounding

article.

Additionally,

endemicmatched

ads

created

the

highest

emotionalconnection,

with

a

43%

lift

in

emotional

intensity.Endemic

matched

ad

performance

across

neuro

metrics

Vs

Unmatched

ad

placementGlobal

MemoryMemory

for

broadthemes,

overarchingnarratives,

audio/visualelements,

and

equities+14%Detail

MemoryMemory

for

keymessage,

call

to

action,and

branding

elements+36%Emotional

IntensityMeasures

strength

ofemotion

felt

as

consumersare

exposed

to

content+43%Thematic

matched

adsperform

best

in

globalmemory

generationThematic

matched

ads

have

a

similar

theme

tothe

surrounding

content,

like

a

summer

drink

adwithin

an

article

about

summer.Ads

with

themes

that

matched

those

in

thearticle

had

the

highest

lift

in

global

memory.For

example,

consumers

were

most

likely

toremember

summer-themed

ads

alongsidesimilarly

seasonal

articles.Thematic

matched

ad

performance

across

neuro

metrics

Vs

Unmatched

ad

placementGlobal

MemoryMemory

for

broadthemes,

overarchingnarratives,

audio/visualelements,

and

equities+40%Detail

MemoryMemory

for

key

message,call

to

action,

andbranding

elements+10%Matching

informational

adsto

the

article

message

hasthe

highest

impactAn

informational

ad

is

one

which

features

detailsthat

readers

have

to

process,

such

as

productofferings

or

specific

calls

to

action.These

types

of

ads

should

elicit

a

detail

memoryresponse

because

they

require

readers

to

recallspecific

elements

in

order

to

activate.Informational

ads

saw

the

highest

lift

in

detailmemory

when

the

ad

message

matched

that

ofthe

surrounding

article.Endemic

MatchThematic

Match

No

Match60100801201401229990Increase

in

%36

detail

memorywith

endemic

matchescompared

to

no

match

at

all

INDEXIndex

based

on

8

ads

tested

in

study.

Score

of

100

represents

average

memorability

of

all

ads

tested.111

indicates

11%

more

effective

than

average.

89

indicates

11%

less

effective

than

average.Emotive

ads

are

mostimpactful

when

matchedto

articles

by

themeAn

emotive

ad

aims

to

elicit

an

emotionalresponse

or

particular

feeling

with

the

reader.For

these

types

of

ads,

global

memory

showshow

much

a

reader

is

remembering

the

overallidea

or

how

it

made

them

feel.Emotive

ads

will

see

the

highest

lift

in

globalmemory

when

placed

alongside

an

article

thatmatched

the

theme

of

the

advertisement.Endemic

MatchThematic

Match

No

Match601008012014010088Increase

in

%123

40

global

memory

with

thematic

matches

compared

to

no

match

at

all

INDEXIndex

based

on

8

ads

tested

in

study.

Score

of

100

represents

average

memorability

of

all

ads

tested.111

indicates

11%

more

effective

than

average.

89

indicates

11%

less

effective

than

average.Consumers

are

more

likely

to

remember

anad

that

matches

the

context

of

an

articleSUMMER

ARTICLEHEADLINE

SUMMERDRINK

ADWORK

ARTICLEHEADLINEMILK

AD+

Increase

in

25%memorability

forthematically

matchedads

compared

tounmatched

adsAd

ExposureEffectsTHE

CONTEXT

EFFECTof

consumers

say

they63%

feelneutral

toward

ads

or

disagreethat

ads

interrupt

their

onlinereading

experienceQMost

consumers

find

adsto

be

undisruptive

to

theironline

reading

experienceWhen

asked

about

their

experience,

mostconsumers

said

they

found

the

ads

to

beundisruptive

to

their

ability

to

read

the

articles.Additionally,

only

36%

of

consumers

said

theyscrolled

past

an

advertisement

without

reading

it.Thinking

about

today’s

reading

experience,

could

you

now

please

indicate

how

strongly

you

agree

or

disagree

with

the

followingstatements,

on

a

scale

of

1-5,

where

1

is

‘Strongly

disagree’

and

5

is

‘Strongly

agree.’:When

you

see

an

advertisement

on

a

website,

what

are

you

most

likely

to

do?’of

consumers

find

it73%more

appealingwhen

an

ad

is

related

to

the

contentof

an

articleQNearly

3

in

4

consumers

liketo

see

ads

that

are

related

tothe

content

being

consumedThe

resurgence

of

contextual

targeting

bringsnew

and

better

technology,

but

also

drives

higherconsumer

expectations.

Not

only

do

the

majorityof

consumers

find

it

appealing

when

an

ad

iscontextually

relevant,

but

72%

of

consumers

alsosay

their

perception

of

online

ad

is

impacted

bythe

surround

content

on

the

page.Source:

Power

of

Context

(72%

of

consumerssay

their

perception

of

online

ad

is

impacted

bythe

surround

content

on

the

page.)Thinking

about

today’s

reading

experience,

could

you

now

please

indicate

how

strongly

you

agree

or

disagree

with

the

followingstatements,

on

a

scale

of

1-5,

where

1

is

‘Strongly

disagree’

and

5

is

‘Strongly

agree.’:

“When

online

advertising

is

related

to

the

article

I

am

reading,

I

find

it

more

appealingof

consumers

find51

%it

disruptive

whenan

ad

is

not

related

to

the

contentthey’re

readingQOver

half

of

consumers

saytheir

experience

is

disruptedwhen

ads

don’t

match

thesurrounding

contentWith

most

consumers

reading

the

ads

they

see,they’re

likely

to

notice

when

ads

are

misaligned

to

theenvironment.

Not

only

do

consumers

prefer

to

see

adsthat

contextually

match

the

surrounding

content,

butmore

than

half

of

them

say

their

reading

experience

isdisrupted

when

ads

don’t

match.Thinking

about

today’s

reading

experience,

could

you

now

please

indicate

how

strongly

you

agree

or

disagree

with

the

followingstatements,

on

a

scale

of

1-5,

where

1

is

‘Strongly

disagree’

and

5

is

‘Strongly

agree.’:When

online

advertising

(displays,

still

images

and

non-video

banners)

is

not

related

to

the

article

I

am

reading

I

find

my

readingexperience

is

disruptedKey

TakeawaysTHE

CONTEXT

EFFECTMOVIE

ARTICLEHEADLINEMOVIE

AD

ENDEMICMATCHAd

solves

the

problem

article

presentsMatching

informational

ads

with

an

article’sendemic

nature

elicits

a

strong

detailmemory

response—