New Study Reveals the Impact of Relevant Advertising in Cultural Moments

Magna and Sightly’s research shows the approach can triple purchase intent

There’s no need to pontificate about the power of relevant advertising in live moments; the numbers speak for themselves.

New research from Magna, the media intelligence and investment unit within IPG Mediabrands, and Sightly, a real-time marketing intelligence and activation company, quantifies the impact of aligning brands with real-time trends during media campaigns. In the Magna Media Trials study, titled “Societal Sync,” brands were able to triple purchase intent and double search intent by targeting culturally relevant content aligned with their unique brand perspectives.