Integral Ad Science (IAS) has released new research showing that Twitter users favour contextually relevant, in-feed ads, which can lead to higher levels of ad recall and memorability.

The digital ad verification company found that 73% of respondents – over 1,000 U.S. consumers were surveyed in April as part of an IAS-independent study, exploring how they experience advertising and content within Twitter’s dynamic in-feed environment – prefer to use their phones when it comes to accessing social media, and while 80% of consumers spend at least two hours scrolling, nearly one in three spend five or more hours on social media every day, creating opportunities for advertisers in environments such as Twitter.

According to the study, 57% of consumers engaged with an in-feed ad on Twitter in the last year, compared to 92% across all social platforms. Nearly half (46%) of respondents said they are more likely to engage with in-feed ads on Twitter compared to the open web.

Twitter users are also interested in personalization and in-feed advertising that is contextually relevant to adjacent content according to the data. In fact, 54% of consumers say they are comfortable engaging with brands that appear next to personal content on social. Meanwhile, 77% said they are comfortable sharing data with Twitter to enhance the ad experience. With the rise of contextual targeting opportunities, 59% say they would remember an in-feed ad if it was contextually relevant to the surrounding content.

IAS says its new research can help marketers better navigate the contextual relevance of their advertising within dynamic social media environments to make better connections with their audiences. In addition, it demonstrates that in-feed ads can enhance consumer experience and engagement.