Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 99-128
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.
Are advertisements endorsements? When editorial content begins to conflict with a brand’s stated values, is continued investment a gesture of tacit approval? Faris Yakob on whether communications can or should be decoupled from their political context.
A large body of research showing how context is likely to affect ad performance, both positively and negatively, has gained relevance as advertisers worry about seeing their ads placed in inappropriate places – especially in digital environments.
MRS Awards, Winner, MRS Award for New Consumer Insights, 2018
Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.
Advertising researchers do not fully understand the impact that different ad placements and delivery vehicles have on the mobile user’s experience, according to a paper in the Journal of Advertising Research (JAR).
We all like the new shiny thing but sometimes doing today’s work better is a far more effective solution. MediaCom Chief Operating Officer Toby Jenner says it’s time to put forensic analysis before digital transformation.
Location data showing not just where someone is now but also where they’ve been in the past can be a highly effective way for advertisers to “nudge” consumers towards making a purchase, according to a new report from global media ...
NEW YORK: Marketers could achieve an “alignment boost” through gaining a deeper understanding of the interaction between content, ads and consumer emotions, according to a paper in the Journal of Advertising Research (JAR).
GLOBAL: The combination of restrictions imposed by GDPR and advances in machine learning is encouraging brands to experiment with context as an alternative to audience-based targeting, a new WARC report says.
Matthew Hearn, Research on WARC, July 2018
Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.