IAS: Twitter users favour contextually relevant ads

Digital ad verification company,  Integral Ad Science (IAS), has released new research showing that US Twitter users favor contextually relevant ads which can lead to higher levels of ad recall and memorability. This report surveyed over 1,000 US consumers to explore how they experience advertising and content within Twitter’s in-feed environment.

Known for keeping consumers up to date on trending topics, Twitter delivers an in-feed ad experience directly within its evolving newsfeed. Key findings from the research include:

Consumers choose mobile-first for their social media needs: 73% of respondents prefer to use their phones when it comes to accessing social media. And while 80% of consumers spend at least two hours scrolling, nearly 1 in 3 consumers spend five or more hours on social media every day which creates opportunities for advertisers in environments such as Twitter.

Twitter in-feed ads attract consumer attention: According to the study, 57% of consumers engaged with an ad on Twitter in the last year, compared to 92% across all social platforms. Nearly half (46%) of respondents said they are more likely to engage with in-feed ads on Twitter compared to open web.

Contextually relevant ads drive favourability and memorability on Twitter: Twitter users are interested in personalisation and in-feed advertising that is contextually relevant to adjacent content according to the data. 54% of consumers say they are comfortable engaging with brands that appear next to personal content on social. Meanwhile, 77% said they are comfortable sharing data with Twitter to enhance the ad experience. With the rise of contextual targeting opportunities, 59% say they would remember an in-feed ad if it was contextually relevant to the surrounding content.

Our latest research can help marketers better navigate the contextual relevance of their advertising within dynamic social media environments. Every marketer wants to make quality connections with their respective audience, and we’re working with Twitter to provide new in-feed brand safety and suitability solutions that increase both campaign relevance and effectiveness.

Tony Marlow, CMO, IAS