(VIDEO) Why Out-Of-Context Ads Can Work Best: Xaxis' Schlickum

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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. The series is sponsored by Xaxis.


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