The ARF Cognition Council presented an in-depth event focused on both advertising within news content and context effects in programmatic buying.
The first panel presented research on the effectiveness of advertising within news content in general and within news content about the pandemic specifically.
Attendees participated in discussion among the panelists about the reasons that news as a context may be more or less effective than other contexts, drawing from available qualitative, quantitative, and neuroscience evidence.
The second panel delved into the potential opportunity for the context in which an ad is placed to become more important in programmatic buying as the third-party cookie becomes less important.
- How real time-buying systems are working now
- Fresh approaches to taking context into account in programmatic media planning and buying
- How media alignments work at a neuro/behavioral level on different platforms
- The effects of hard and soft news content on receptivity to advertising
- Impacts of news content on different platforms—video and digital
George CastrissiadesExecutive Director, Advanced Products & Partnership
Robin GarfieldExecutive Vice President of Research & Scheduling
Alex GittlesonSenior Director, News Insights & Positioning
Rachel LowensteinPartner & Director
Chris NanosDirector of Marketing & E-Commerce
Michael SmithChief Data Officer
Kimberly Rose ClarkeCo-Founder, Chief Research Officer
Merchant Mechanics and Dartmouth College
Manuel Garcia-GarciaGlobal Lead of Neuroscience