Abstract
For more than a half century, it has been known that when an ad is placed in a program that has similar psychological texture to the ad, all ad performance metrics are lifted. Nevertheless, 99% of practitioners continue to ignore this dimension in media selection. This disuse continues into the present harsh economic climate when, rationally, all stops should be taken out to make every ad dollar as productive as possible. This paper summarizes latest findings on Context Alignment including new third party validations at scale based on actual sales and branding business outcomes rather than small sample ad...