Context’s role in advertising engagement
This article is part of a series of articles on context’s role in advertising engagement. Read more.
If Content is King, then Context is Queen. For years, we have focused on optimising message and medium for brand impact, but we have only recently started to look at context again. Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, such as next to terrorist content, programmatic advertising ending up on fringe sites like Breitbart, or decisions about whether to advertise in a whole medium such...