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.

The study included more than 5,300 participants and tested online pre-roll video advertisements from brands in entertainment, food and beverage, and telecom. According to Kara Manatt, evp of intelligence solutions for Magna, the research brought brand suitability and contextual targeting to the forefront, going beyond the ad industry’s typical broad approach to marketing around cultural moments.

The brands were able to do this by utilizing Sightly’s tech platform, Brand Mentality, which transforms a brand’s unique profile and traits into a real-time algorithm to help companies act quickly around appropriate cultural events.

“We know that [the broad approach to cultural moments] is better than not aligning at all, but we wanted to explore what happens when you take a more nuanced approach—when it is hyper-custom to the brand and the brand’s perspective,” Manatt said.

That customization created an impact.

According to the findings, culturally aligned content tailored to a brand’s unique first-party inputs or perspectives outperformed general content and traditional contextual approaches, boosting purchase intent three times compared to general content and two times for broad cultural content. In addition, search intent increased two times compared to general content.

Beyond increased purchasing intent, the study also shows that speed matters.

More than three-quarters of consumers expect brands to respond to cultural moments within a week, and 56% of survey participants expected a brand to respond to cultural events within 48 hours. Waiting a week brought diminishing returns, according to Manatt.

Among new customers, purchase intent rose by 23% when ads were delivered within a week of relevant cultural events.

“Within that first week, we see great impact, but then once you move beyond that, after a couple weeks, we lost all impact altogether,” Manatt said. “That just really underscores, again, the importance of timing and being nimble and being able to align quickly.”

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