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Guide to Context

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Guide to Context July 2015


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Context affects our decisions to a far greater degree than we realise. Rory Sutherland 2015 “ ”


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Rise of programmatic Scarcity of attention Scarcity of premium media environments Why now?


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Programmatic Excellent efficiencies with minimal resources BUT…. Are the ads always viewable? Are they seen by humans? Are they in the right environment?


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“ ” The key to getting people to change their behavior sometimes lies with the smallest details of their immediate situation. The Power of Context says that human beings are a lot more sensitive to their environment than they may seem. Malcolm Gladwell, The Tipping Point


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But what is context? Platform Media environment Time of day Editorial relevance Location


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The impact of media context


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The newsbrand context has a powerful effect Source: NewsWorks ‘The Company You Keep’, 2015 Engagement Trust Personal identification Context is an emotional primer


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Regular newsbrand readers respond more positively to ads Source: NewsWorks ‘The Company You Keep’, 2015 Brand love +12% Buzz +15% Consideration +25% Regular newsbrand readers vs non-readers % uplift


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Source: InSkin/RAPP research , October 2014 37% more likely to click on an ad on a site they trust And people are more likely to act when they see an ad in a trusted environment


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What we’ve learned


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Source: Guardian Brand Aid research 2008 to present. Each Guardian platform offers different strengths


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Source: Guardian Brand Aid research 2008 to present. When questioned about Guardian advertising, % of readers/visitors who agree… Each Guardian platform offers different strengths


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The impact of editorial context


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Yes consumer in right frame of mind Does contextual relevance boost ad impact? No cognitive dissonance has more impact Vs


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Source: Guardian Brand Aid research, 2008 – 2015. Average across 92 campaigns in six categories. Benefit Positive towards advertiser Informed Appealing +23% +18% +11% +11% Contextual relevance boosts campaign effectiveness % uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website


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Source: Guardian Brand Aid Panel, 2008 – 2015. Average across 92 campaigns. % uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website Travel Tech Arts & Entertainment Food & Drink Finance Fashion & beauty Informed +16% +25% +17% no boost +21% no boost Positive towards advertiser +29% +16% +24% +8% +13% +16% Benefit +22% +16% +36% +57% +13% +12% Appealing +40% +12% +21% no boost no boost +8% But editorial relevance has different benefits in different categories


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After seeing travel ads alongside relevant content, visitors are x% more likely to say that they: Relevant editorial makes travel ads work harder Got new information Feel positive towards the advertiser Think the ad offers benefits to them Find the ad appealing Source: Guardian Brand Aid research, 2008 – 2015. Average across 12 campaigns. Vs respondents who saw ads alongside non-relevant content An in-market audience who are looking for inspiration


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After seeing fashion ads alongside relevant content, visitors are x% more likely to say that they: Relevant editorial makes fashion & beauty ads work harder Got new information Feel positive towards the advertiser Think the ad offers benefits to them Source: Guardian Brand Aid research, 2008 – 2015. Average across 20 campaigns. Vs respondents who saw ads alongside non-relevant content A highly respected fashion site that offers credibility to advertisers


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Relevant editorial makes finance ads work harder Finance ads viewed alongside relevant editorial are 56% more likely to be seen as relevant by our readers 56% Source: Guardian Brand Aid research, 2008 – 2015. Average across 11 campaigns. Vs respondents who saw ads alongside non relevant content Might not boost likeability – but will stand out to consumers in market


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After seeing tech ads alongside relevant content, visitors are x% more likely to say that they: Relevant editorial makes tech ads work harder Got new information Feel positive towards the advertiser Think the ad offers benefits to them Source: Guardian Brand Aid research, 2008 – 2015. Average across 23 campaigns. Vs respondents who saw ads alongside non relevant content Consumers want to feel informed when buying high value/unfamiliar items


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After seeing food and drink ads alongside relevant content, visitors are x% more likely to say that they: Relevant editorial makes food & drink ads work harder Got new information Feel positive towards the advertiser Think the ad offers benefits to them Find the ad appealing Source: Guardian Brand Aid research, 2008 – 2015. Average across 11 campaigns. Vs respondents who saw ads alongside non relevant content Visitors are further down the purchase funnel


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After seeing arts and entertainment ads alongside relevant content,visitors are x% more likely to say that they: Relevant editorial makes arts & entertainment ads work harder Got new information Feel positive towards the advertiser Think the ad offers benefits to them Source: Guardian Brand Aid research, 2008 – 2015. Average across 15 campaigns. Vs respondents who saw ads in non relevant environments. Visitors pick up info while browsing for inspiration


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Source: Guardian Brand Aid research 2008 – 2015; 47 campaigns % uplift in perceptions of ads appearing in relevant vs non relevant environments in Guardian and Observer print editions But what about contextual relevance in print?


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What next? Continued measurement of ad effectiveness The impact of context on mobile Building context in to the planning process? Creative learnings from our database


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