The Fit Factor: New frontiers for contextual relevance in television advertising

In this paper, Neuro-Insight and Bravo present results from a major neuromarketing study on the impact of contextual television advertising.

The Fit Factor: New frontiers for contextual relevance in television advertising

Pranav Yadav and Dave KaplanNeuro-Insight US and NBCUniversal

Abstract

In this paper, Neuro-Insight and Bravo present results from a major neuromarketing study on the impact of contextual television advertising. The research indicates that a media/creative fit of several types can be successfully utilized to increase memory encoding for TV commercials. In particular, hybrid ads (which incorporate talent or other show elements with an advertiser's brand message) achieve the highest levels of effectiveness of all formats tested. Additionally, the research suggests that neo-contextual matches based on aligning...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands