Context’s role in advertising engagement
This article introduces a series of articles on context’s role in advertising engagement. Read more.
As we shift from the age of mass marketing, with creative executions having broad appeal designed to be consumed statically in the home in one medium, to an age where advertising is engaged with more personally, on the move on a myriad of media and devices, the context of how, when and where the advertising message is received becomes of paramount importance.
It's not just about ads being inappropriately placed programmatically on jihadist or porn websites, or the...