Context’s role in advertising engagement

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

If Content is King, then Context is Queen. For years, we have focused on optimising message and medium for brand impact, but we have only recently started to look at context again. Most of the recent emphasis on context has related to brand content not being placed in unsavoury juxtapositions, such as next to terrorist content, programmatic advertising ending up on fringe sites like Breitbart, or decisions about whether to advertise in a whole medium such as Facebook following negative publicity relating to use of data by Cambridge Analytica.

But look at context from the opposite perspective and brands can turbocharge the impact of their communication by identifying the optimum contexts for people to encounter their brand messages. Advertisers are asking quite reasonably 'How can I get more impact for less money from my marketing budget?'