That’s why we reached out to SPARK Neuro, a neuroanalytics company that studies brain activity, eye-movement and physiological response to better understand how consumers relate to advertising on an emotional and attention level. Together, we designed an experiment to expose 60 participants to six different articles and track how consumers reacted to the ads on the page. In addition to measuring the brain’s electrical activity, facial movement and other physiological responses, we used a survey to learn which ads consumers remembered best. The end result? A detailed, informative study that definitively proves the impact of contextual relevance on ad performance.