When ads align with the content being viewed, they have a stronger impact on viewers – increased memorability, brand impact, and more. When unrelated ads break into the content being watched, viewers’ neuro-state causes them to see the ads as an interruption, and they pay less attention. [IAS; h/t Signal Hill Insights]
Tilt Take: Great opportunity for advertisers to embrace platforms and creative where they don’t interrupt the experience but complement it.
