Measuring the impact of contextual advertising on television

John Clifton, Kathryn Larkin, Stacey Lynn Schulman
Carl Marci

With the average person exposed to 3,000-5,000 advertisements each day (Walker Smith, Clurman & Wood, 2005), how do advertisers make sure their messages break through the clutter? From a burgeoning set of channel options per household to the promise of Internet-friendly applications on the TV screen, the rapidly changing television landscape necessitates a new understanding of how ad placement can enhance advertising effectiveness. One such approach, contextual advertising, offers a unique opportunity for advertisers to not only stand out, but also improve marketers' ability to make lasting impressions on potential consumers. Placing advertising within an environment that mirrors or amplifies the brand and its message and increases its effectiveness is the essence of contextual advertising.