How context influences ad engagement

Introduces a series of papers that explore the role that context plays in advertising effectiveness.

Context’s role in advertising engagement

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

As we shift from the age of mass marketing, with creative executions having broad appeal designed to be consumed statically in the home in one medium, to an age where advertising is engaged with more personally, on the move on a myriad of media and d