The Guardian: Guide to context

This paper from the Guardian offers a guide to context, an element of communications that affects decisions to a greater degree than previously realised.
  • In the current climate, audiences are experiencing a scarcity of attention, of premium media environments, and the rise of programmatic media buying.
  • Context is an emotional primer, conferring engagement, trust, and identification on content that amounts to a powerful effect, with regular newsbrand readers seeing a 12% increase in brand love when shown ads.
  • Different platforms offer different strengths: print gains high standout; mobile ads are bold, identifiable, and easily understood; desktop offers more fun, original creative.
  • The report asks readers to consider the impact of context on mobile, and building contextual considerations into the planning process,...

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