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Context & position of advertising

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News

LONDON: Two-thirds of the world’s digital display advertising is set to be traded programmatically within a couple of years, but, say two industry figures, the issue of context has to be addressed.

Article

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.

Article

This article explains how brands can best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

This article provides marketers with information and guidance about the effective positioning of TV ads.

News

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 ...

Article

This article reveals how Argos, the UK retailer, emphasised its competitive advantage of same day delivery on over 20,000 products through a series of 80 targeted ads across TV, digital, social and in-store.

News

MOUNTAIN VIEW, CA: As part of its ongoing efforts to reassure advertisers about the placement of ads on YouTube, a Google executive has stressed that very few ads ever run alongside extremist content.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

News

GLOBAL: Michael Roth, chairman and CEO of the Interpublic Group (IPG), has warned that more advertisers will vote with their feet if Google fails to allay concerns over brand safety after online ads were displayed next to extremist videos.

News

NEW YORK: TV sitcoms, especially high-rated primetime shows, provide better return on investment (ROI) for advertisers than other TV genres, according to a new study.

Article

This event report highlights AOL's use of context to better target audiences without being intrusive.

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.

Article

This paper from the Guardian offers a guide to context, an element of communications that affects decisions to a greater degree than previously realised.

Article

This article discusses the effects of the weather on retail, arguing that marketers need to design weather strategies alongside responses to other externals.

Case Study

This case study shows how Newsworks, the marketing body for national newspapers, demonstrated that when people view advertised brands within a familiar or loved media context, they form a positive impression of the advertised brand, and the effect is stronger when the relationship is deep.

Article

This case study shares best practice guidelines for native ads, based on research into what consumers think of them.

Article

This article discusses advertising in podcasts, where the lines between ad and programme content is sometimes blurred.

Research Paper

This paper analyses consumers' happiness levels in the cinema versus other media channels and argues that increased happiness levels in the cinema have a positive impact on levels of engagement, creating a uniquely valuable environment for advertisers.

Article

This article provides guidance for planning magazine media, which are well equipped for the digital and social media era with content across multiple platforms.

Article

This report discusses how media context affects people's responses to advertising, with reference to the Guardian, a UK based newsbrand.

Research Paper

Many previous studies on attention have ignored the eye-catching potential of 'direct context'—the entire promotional and editorial content an observer can view at the same time—in print media.

Article

This event report outlines Xerox's "test-and-repeat" approach to native advertising, which has seen the company refine its strategy over time.

Article

This article explores the difference between print and tablet editions of newspapers, finding that readers are similarly engaged across platforms and that the way content is displayed dictates behaviour.

Article

This guide provides a detailed framework for buying advertising on the leading social media platforms: Facebook, Foursquare, Instagram, LinkedIn, Pinterest, Tumblr and Twitter.