The findings. Overall, the contextually relevant ads generated 43% more neural engagement and 2.2 times better ad recall, according to the study. They were also somewhat (10%) more engaging than the article content overall. Finally, the study concluded that the contextually relevant ads inspired a statistically significant increase in purchase intent.

This study did not look at performance metrics such as click-through or conversion rates.

“Yet content isn’t the only context to consider: The media platform, device, time and even location where consumers view an ad can also affect their response to it,” the study notes.