Context alignment now has been third party validated against business outcomes

Bill Harvey

Summarises the latest findings on Context Alignment including new third-party validations at scale based on actual sales and branding business outcomes rather than small sample ad communication proxies.

Abstract

For more than a half century, it has been known that when an ad is placed in a program that has similar psychological texture to the ad, all ad performance metrics are lifted. Nevertheless, 99% of practitioners continue to ignore this dimension in media selection. This disuse continues into the present harsh economic climate when, rationally, all stops should be taken out to make every ad dollar as productive as possible. This paper summarizes latest findings on Context Alignment including new third party validations at scale based on actual sales and branding business outcomes rather than small sample ad...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands