Why it matters
Advertisers are striving to understand the impact of media channels on both campaign and business outcomes. To ensure optimal performance, brands must consider the role of context and the importance of consumer expectations within different platforms, channels and physical environments.
- Nothing works in isolation: context must always be taken into consideration when we’re measuring the effectiveness of advertising, no matter the medium.
- Overlapping contexts are proven to not only boost campaign effectiveness, but it’s even possible to leverage these effects proactively with the right insights.
- As 95% of decisions are made subconsciously, only by using measurement methods that take this into account will we achieve the level of accuracy required to produce truly stellar campaigns.
Media has always been an industry with its finger on the pulse, but that pulse has quickened dramatically in the last decade thanks to major developments in technology and consumer behaviour.