Advertising in context: The anthropology of contextual media planning

This article outlines five lessons from the anthropology of human behaviour that could help media planners find the most effective context for their advertising solutions.

Advertising in context: The anthropology of contextual media planning

Tom LaranjoTotal Media

Placement of media in the most effective context requires an understanding of the anthropology of human behaviour. Here are five valuable lessons for planners.

Context is King

This article is part of a collection of articles on the importance of context in advertising. Read more.

The arrival of advertising technology, powered by intelligent, algorithm-driven machines, means we're all obsessed by 'maths'. As Sir Martin Sorrell puts it, 'Maths Men' and 'Mad Men' have come together to marry science and art.

It's a seductive idea: the...

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