EffWeek 2019 - Why context still matters in planning

The growth of ad technology has led some to downgrade the importance of planning for marketing activity to appear in specific contexts. As part of EffWeek 2019, organisations representing a range of media platforms collaborated on an event to collate research and thinking to reaffirm the case that the context in which marketing messages appear is crucial to their effectiveness.

The morning was supported by the AOP, Advertising Association, Magnetic, DMA, Newsworks, IAB, Digital Cinema Media, Pearl & Dean, Outsmart, Radiocentre and Thinkbox.

Evidence cited included neuroscience insights into brain reaction to marketing, eye-tracking and qualitative research on the audience’s need states.

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In an increasingly competitive and complex eco-system, understanding context gives competitive advantage to investment strategies, media and creative briefs, and implementation

Janet Hull OBE, Director of Marketing Strategy, IPA
Last updated 21 September 2020
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