Growing interest in contextual targeting is renewing the focus on context effects. Several new studies will be presented during the conference. In addition, the ARF Cognition Council will be hosting a special event on Wednesday.
As we reported in NYCU recently, the imminent diminished availability of cookies is forcing marketers to review targeting strategies. This has prompted growing interest in contextual targeting and a fresh look at context effects, that is, how the context in which an ad is placed can impact its performance. This makes, “Context Effects: Updates from the Front Lines,” a special ARF Cognition Council presentation, during the upcoming conference, particularly timely.
The event takes place on Wednesday September 23, from 10-10:30 A.M.
The presenters are: Kimberly Rose Clark, Ph.D. – Senior Lecturer, Dept. of Psychological & Brain Science, Dartmouth College; Robin Garfield – EVP, Research and Scheduling, CNN; Bill Harvey – Executive Chairman, RMT, Inc.; with an introduction by Horst Stipp, Ph.D – EVP, Research & Innovation, ARF.
After a review of the research evidence that established the ability of context to enhance (or diminish) the impact of commercial messages and the benefits of context-ad alignments, we will hear new research insights on how to maximize context effects, how audiences react to different kinds of content and the (often overlooked) role of values.
For more information on this event and other presentations on how marketers can use context to increase ad impact, go to: https://thearf.org/audiencexscience-2020-agenda/