on the upper right of the web site or create an account to view this page. on the upper right of the web site or create an account to view this page.No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.
Further complicating the issue is the question, what do we mean by “context?” Today, the industry is taking a broader view of the term. This is due to multi-platform campaigns, which force the need to consider all characteristics present in each medium or platform an ad takes place in. Our understanding of context has also been affected by the current pandemic and the role target consumers’ culture and values play, in light of it. Read more.
No advertisement is seen in isolation. The impact an ad has depends on the context it finds itself in, including what type of ad or content preceded it or what it is adjacent to, in terms of digital or print. Today, there is a renewed interest in context effects, particularly in the COVID era, as advertisers worry about their ads rolling after or being adjacent to upsetting news. This newly updated Knowledge at Hand and corresponding CMO Brief explore all the latest research and insights surrounding context effects.
on the upper right of the web site or create an account to view this page.The “Media Equivalence Study” is a major, unique research project that compares the impact of TV, YouTube and Facebook video advertising
AudienceXScience: Keynote – Collecting Data During a Global Pandemic (Monday – 9/21/20)
With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time.
Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau
Read more »
on the upper right of the web site or create an account to view this page. on the upper right of the web site or create an account to view this page. on the upper right of the web site or create an account to view this page.