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1、RESEARCHAUGUST 2024THE MIND ON THE STREAMA neuro-investigation into the human brain and CTV advertisingAUGUST 2024THE MIND ON THE STREAM|2IN CTV,THE STAKES HAVE NEVER BEEN HIGHERTHE MIND ON THE STREAMAs the CTV landscape becomes increasingly competitive,advertisers are under pressure to do more with

2、 less.Budgets are tighter,yet the demand for impactful,high-quality campaigns continues to grow.Meanwhile,consumers have become more discerning than ever,with heightened expectations for seamless and engaging media experiences.This means that every ad must not only reach the right audience,but also

3、deliver value in a way that resonates with consumers which requires a deep understanding of how the human brain reacts to CTV advertising.THE MIND ON THE STREAM|3EXECUTIVE SUMMARYTHE MIND ON THE STREAMIntegral Ad Science(IAS),in partnership with Neuro-Insight,conducted a study measuring participants

4、 brain activity to understand the impact of context matching and ad repetition on CTV.The results of the study indicate that ads that align with the video content being seen have a stronger impact with viewers,increasing ad memorability,brand impact,and other metrics.Specifically,results show:+14%in

5、crease in brand impact when ads match the tone of the content being viewed on CTV+39%increase in brand impact when ads match the context of the content being viewed on CTV+49%increase in brand impact when ads match both tone and context of the content being viewed on CTVLooking at frequency,results

6、show that viewers have lower interest in ads with increased repetition on CTV.However,ads aligned with the video content can mitigate the impact of repetition and show better performance among viewers despite increased frequency.While little to no drop-off can be seen in brand impact upon the third