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Context is Queen

January 31 • 1:00pm2:00pm


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.

Learn from your desk and see how MESH Experience used a unique data source based on people’s real-time brand encounters and successfully utilised in ARF Ground Truth Experiments to uncover new insight, Fiona will demonstrate the power of context and build on the learnings from ARFs 2017 original research.

  • Learn what time of day people respond best to packaged goods advertising versus service ads.
  • See how ads that work in the cinema can demand too much attention on TV, calling into question traditional pre-testing approaches.
  • Find out how to manage your advertising during periods of negative news.
  • Discover which type of touchpoints and messages bring out those skeletons in the closet and how to avoid this.
  • Understand how competitive activity can impact on your well laid plans.

Featured Speakers

Fiona Blades
Fiona Blades
President & Chief Experience Officer, The MESH Experience



January 31
Event Category:


via Webcast