The role of medium content and ad format congruity in influencing advertising outcomes

This study examines how (in)congruence regarding the format of the ad and the context in which the ad is placed influences ad recognition, perceived advertiser sensitivity, ad comprehension, and persuasion. Highly visual or informational ads were placed congruently or incongruently within a(n) highly visual or informational surrounding context. There was some positive support for mismatching the format of the ad and surrounding context in terms of ad recognition. Specifically, a highly visual ad placed within a highly informational setting resulted in the greatest ad recognition. However, in terms of the audience's perceptions of advertiser sensitivity, subjective ad comprehension, and ad persuasion, there was more positive support for matching the format of the ad with that of the surrounding context. In this regard, it is better to place visual ads congruently within visual contexts. Theories from information processing and hemispheric lateralization are drawn on to support this research.