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

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


Media provide a context for advertising that may affect consumer responses to advertising. Many studies have investigated possible media context effects, clearly demonstrating the existence of such effects. The most general conclusion is that when consumers are highly engagedwith a medium they can be more responsive to advertising (e.g. Aaker and Brown, 1972; Bahary and Fielding, 2005; Bronner and Neijens, 2006; Coulter, 1998;...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands