Does advertising context affect consumers’ perceptions and response to the advertising? If so, how does context affect ad performance? This ARF original Knowledge at Hand summarizes key learnings about context, based on a review of six decades of industry research, and identifies reasons why ignoring context can be risky.
Overall, the research has shown that context is likely to impact ad performance, positively or negatively. “Positive effects have been shown when ads are placed in a context that consumers are involved in and pay attention to, and also when there is an alignment between the context and the ad message.” Context may include messages adjacent to an ad, the media platform/brand, the device and/or when the ad is delivered.
The learnings from the review suggest best practices that marketers can use to enhance their strategies and increase advertising effectiveness: