Findings from the literature search:
- Strong research evidence supports that more attention to context is likely to transfer to the ad and may improve ad performance. (attention transfer)
- Many studies show that context generates priming or halo effects that can influence ad performance. Alignment and congruence between context and ad can amplify halo effects, improve ad impact, and lessen ad avoidance.
- Alignment can be classified as endemic / thematic, cognitive or emotional. The latter occurs when the emotional appeal of context matches the emotional appeal of the ad and brand.
- More research is needed to assess the ROI of contextually relevant advertising and understand exactly how effects come about.