A day in the life - leveraging media-advertisement experiential congruence

Edward Malthouse, Bobby Calder, Britta C. Ware and Judy Bahary

Engagement is not just something that distinguishes one media vehicle from another: consumers have experiences with ads in the same way that they have experiences with editorial content, and advertisers need to give more thought to the congruence - or 'fit' of their ads with the media they are using, and thus tie ad experiences to media experiences.

A day in the life ... - leveraging media-advertisement experiential congruence

Edward Malthouse and Bobby CalderNorthwestern University, United States

Britta C. WareWare, Meredith Corporation, United States

Judy BaharyStarcom Worldwide, United States

INTRODUCTION...

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