Synexus’ “Attention Unblocked” research paper examines how consumers respond to advertising in different online contexts — offering invaluable new insights for advertisers and underscoring the need for tools that accurately evaluate online content to maximize ROI.

The study’s conclusion is clear: Polarizing content is a bad deal for brands, period. Appearing next to polarizing content undermines advertising in critical ways, generating less attention, increasing negative brand perceptions and lowering recall and favorability.

Synexus’ research, conducted in partnership with Lumen, draws on eye-tracking and consumer sentiment data, capturing exactly how viewers process the content they find online — and how it informs their brand perceptions.

Attention

Ads placed next to polarizing content generate 25% less attention than those placed alongside neutral content — even when viewability metrics are identical.

Perception

Polarizing content actively harms brands

• Negative ad preceptions are 18x more likely when appearing next to polarizing content, while non-polarizing and lifestyle content stregthened brand positivity.
• 58% agreed they trust brands more when they see their ads next to serious, trustworthy content rather than clickbait

Recall

Polarizing content results in slower memory and lower recognition.

• Consumers take longer to recall brands when ads appear next to polarizing content.
• Non-polarizing and lifestyle content delivers higher recall and faster memory encoding.

Choice and Favorability

Brand choice uplift and brand favorability were higher in non-polarizing and non-news content compared to polarizing content.

These findings are a wake-up call for advertisers who have relied on ineffective technologies that too often place their ads next to truly damaging content — or block them from appearing alongside quality content that would improve their ROI.

Brands need a new approach to evaluating online ad environments that maximizes ROI, safeguards reputations, and supports high-quality content. Synexus provides that solution by analyzing context — not keywords— to identify truly safe, high-performing content.

Drawing on Synexus’ insights, advertisers can safely reintroduce premium journalism into their media plans, driving stronger reach, more efficient campaigns, and better brand outcomes without added risk.