Context is key to improving campaign effectiveness

Rebecca Burchnall and Andrew McLean

Looks at ways to use data more wisely in order to predict the context in which marketing messages will be received, allowing for a more targeted approach.

Context’s role in advertising engagement

This article is part of a series of articles on context’s role in advertising engagement. Read more.

Modern marketing practices often eschew recognised fundamentals in favour of perceived higher-level approaches. Campaign effectiveness, however, has witnessed the first consistent fall in some 20 years. The way out of this lack of effectiveness is to meld the contextual fundamentals of media planning with technological rigour.

Context is the notion that the placement of communications affects their interpretation and therefore the potential for effectiveness. The relationship that your communications have with 'where' they are read/seen/heard is...

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