Negan just killed a major character on "The Walking Dead" or Jack just suffered a major heart attack on "This Is Us", which commercial should follow such an emotional scene? Choose right and you've connected with the viewer on a deep, emotional level. Choose wrong and your product may be seen as incongruent, in bad taste, or worse, simply forgotten.
“Contextual fluency,” meaning a message is consistent with the content surrounding it, also helps viewers process ads easier.
Laney Lewis, IBM Watson Media
AI Video Technology, Jul. 25, 2017