Understand ad context through neuroscience

Heather Andrew

Expands on neuroscience’s findings on how different contexts elicit different responses in an audience and how advertisers can adapt to it.

Context’s role in advertising engagement

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

Most brands have a clear sense of their target audience. Marketing strategies are focused against target consumers, and a lot of work goes into establishing how best to reach them. Programmatic buying now allows brands to buy at volume against a defined audience and can generate reassuringly large reach and impacts numbers. However, the comfort of big numbers can sometimes overshadow another factor that is vital in communication effectiveness, and that is the value of context....

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