EVENT SUMMARY

For an advertiser, avoiding unsavoury content is clearly important. However, finding the right context for an ad can really boost its impact. If content is king, context is queen.

KEY TAKEAWAYS

    • • Select times to communicate when people will be most receptive to your category’s messages – packaged goods cheery TV ads enhance mood in the morning whilst people engage with financial service messages in the evening
    • • Understand the relative impact of program content – would the message be best received after serious or humorous content?
    • • Invest in relevant experiential contexts to bring new meaning to your brand – seeing the brand in a gym could bring positive health associations.
    • • Leverage partners, like retailers, to increase your brand’s reach and engagement – retailer ads featuring your brand can build brand awareness and image.
    • • Be cognitive of “empty logos”, such as on sponsorship, and what people might project into these, positive and negative.
    • • Consider how to manage paid advertising in relation to negative news – sometimes it may need to be cut  but at other times new messaging might be best.

SPEAKER

Fiona Blades
President & Chief Experience Officer
The MESH Experience

VIEW PRESENTATION

Context is Queen was presented on January 22, 2018.