From the editor: Data vision

Colin Grimshaw

The Focus topic in this month's Admap is New Applications in Media Research. In a multimedia age where media is often consumed 'on the hoof', one of the big challenges for media planners these days is not just placing the right message in the right medium to reach the right people, but also taking account of the setting – the place, the time, the mood, the shared company – in which the message is consumed.

So our lead article this month, Planning for Context, is particularly topical. In it, Mike Bloxham and Alice Sylvester of the Media Behavior Institute identify the Five Dimensions of Context: location, activity, social setting, media and moods/emotions (the first four of these were developed by the UK's Institute of Practitioners for its IPA TouchPoints cross-platform measurement tool.)