GLOBAL: Advertisers and publishers focused on digital reach and audiences are paying a potentially expensive price by neglecting context and the attention and sales conversions that it can bring, an industry figure has argued.
LONDON: Campaign effectiveness has been declining even as the levers are in place to increase it – a consequence, two industry figures suggest, of focusing on either targeting or context but not both together.
LONDON: The ongoing effort to achieve maximum impact from the marketing budget needs to look beyond reach to ‘engaged reach’ at which point marketers must rethink the crucial role of context, a leading industry figure maintains.
Fiona Blades, Admap, June 2018, pp. 22-24
Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, programmatic advertising ending up on fringe sites, or decisions about whether to advertise in a medium such as Facebook, following negative publicity relating to its use of data.
Mike Follett, Admap, June 2018, pp. 30-32
Many marketers nowadays are more concerned about targeting the right audience rather than placing ads in the right context, believing it doesn't really matter where the ads are seen as long as the right people see them.
Heather Andrew, Admap, June 2018, pp. 33-35
Media consumption patterns have changed enormously over the past few decades, with recent IPA Touchpoint research revealing that, in the UK, nearly all adults consume two or more different types of media in the space of 30 minutes.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Digital First, April 2018
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Samuel Davis, Admap, January 2018, pp. 22-24
The telecoms sector is characterised by a relatively high number of brands operating in the TV space, with the result that the mass of conflicting messages affect cut-through, leading to adspend that is not fully cost-effective.
This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
ASIA-PACIFIC: A majority of consumers across Asia-Pacific say their perceptions of a brand are coloured by the nature of the media outlet in which its ads appears – an important consideration for marketers juggling digital reach and safety ...
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.
Mobbie Nazir, WARC Best Practice, November 2016
This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.