news
12-01-2015, 12:05 AM
Despite the emergence of ads networks and individual targeting that allows advertisers to reach consumers*on whatever site they may be, many ad tech execs say context -- the art of simply placing an ad*in a related publication or TV show -- will continue to prove valuable.
But can context actually work against effective ad targeting? That's one theory.
"Research shows context does matter -- a car ad shown on a car site is the right context," according to GroupM programmatic division*X'axis EMEA CEO Caspar Schlickum.
"But, at the same time, also lots of research shows a car ad out of context can be even more powerful because there's less clutter.*A car ad shown on a fishing website, for example, may be actually much more noticeable in that context."
The video is part of preview series leading up to the Future of *TV Advertising Forum in London *You can find videos from the series here (http://www.beet.tv/category/future-of-tv-ads-forum-london-15-presented-by-xaxis). The series is sponsored by Xaxis.
You can find this post (http://www.beet.tv/2015/11/ftvpreviewxaxisschlickum2.html) on Beet.TV.
-- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. (http://start.westnet.ca/newstempch.php?article=terms.html/) It may be used for personal consumption, but may not be distributed on a website.
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But can context actually work against effective ad targeting? That's one theory.
"Research shows context does matter -- a car ad shown on a car site is the right context," according to GroupM programmatic division*X'axis EMEA CEO Caspar Schlickum.
"But, at the same time, also lots of research shows a car ad out of context can be even more powerful because there's less clutter.*A car ad shown on a fishing website, for example, may be actually much more noticeable in that context."
The video is part of preview series leading up to the Future of *TV Advertising Forum in London *You can find videos from the series here (http://www.beet.tv/category/future-of-tv-ads-forum-london-15-presented-by-xaxis). The series is sponsored by Xaxis.
You can find this post (http://www.beet.tv/2015/11/ftvpreviewxaxisschlickum2.html) on Beet.TV.
-- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. (http://start.westnet.ca/newstempch.php?article=terms.html/) It may be used for personal consumption, but may not be distributed on a website.
http://rc.feedsportal.com/r/244160117071/u/0/f/677045/c/35496/s/4be6e7b4/sc/38/rc/1/rc.img (http://rc.feedsportal.com/r/244160117071/u/0/f/677045/c/35496/s/4be6e7b4/sc/38/rc/1/rc.htm)
http://rc.feedsportal.com/r/244160117071/u/0/f/677045/c/35496/s/4be6e7b4/sc/38/rc/2/rc.img (http://rc.feedsportal.com/r/244160117071/u/0/f/677045/c/35496/s/4be6e7b4/sc/38/rc/2/rc.htm)
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More... (http://feeds.huffingtonpost.com/c/35496/f/677045/s/4be6e7b4/sc/38/l/0L0Shuffingtonpost0N0Candy0Eplesser0Cvideo0Ewhy0Eo ut0Eof0Econtext0Ib0I86849980Bhtml/story01.htm)