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Doubling Down on Context

Doubling Down on Context

John Paul Cadman

John Paul Cadman

June 11, 2019

Havas Media Group UK's John Paul Cadman shares five key recommendations on the future of media planning.

"When an ad is delivered in the right context, consumers will spend more time looking at it, will perceive it to be more relevant and are more likely to trust the brand."

Campaign

By John Paul Cadman

Chief Planning Officer, Havas Media Group UK

June 10, 2019

 

Context isn’t a new concept in media but, more than ever, agencies need to take action to make it more visible in their planning and activation processes.

Much research has been conducted on the subject of context – by which we mean the environment within which advertising appears and/or the audience’s understanding at the time of exposure.

Put simply, we can see that it matters because it positively impacts the effectiveness of a piece of communication.

When an ad is delivered in the right context, consumers will spend more time looking at it, will perceive it to be more relevant and are more likely to trust the brand.

All very powerful stuff, but it seems that we could harness the power of context to greater effect if we were more formal and systemized in our approach to developing plans.

We know that clients place a value on context. Increasingly, they are seeking to understand how we can use context to help build their brands.

Currently, this plays out as using context-related insights to drive planning decisions, such as moments of receptivity or outcomes that can be generated from a particular context, as well as heavy manual intervention at the implementation stage (mandating specific placements, for example).

Given the frequently pushed narrative that programmatic execution is the opposite of planning for context, it is somewhat ironic that any programmatic specialist will tell you that understanding performance related to context is a key part of optimization and may even unlock some contexts that planning teams and clients hadn’t yet landed on.

Context has also been front and center in several new-business pitches of late. At the extreme end, we have recently talked to a client who would like to co-create their media plan, placement by placement, and is willing to invest in the resource to do just that because they believe it is the right thing to do for their brands.

As we look forward, it feels like there is an opportunity to remove some of the subjectivity around what constitutes the right context, speed up decision-making around optimization related to context and apply it to as much of the media plan as possible. This could be done in a number of ways

Bringing context to the fore in the agency planning process

As teams answer a client brief, we must make sure that they have to investigate and make an objective recommendation on the most appropriate context(s), based on a number of inputs.

Developing a set of context metrics to guide investment decisions

There is an opportunity to develop tools that help teams identify the most relevant contexts for a given target audience, taking inputs from attention levels, media loyalty or trust in the media brand. 

 

Read the full article

"When an ad is delivered in the right context, consumers will spend more time looking at it, will perceive it to be more relevant and are more likely to trust the brand."

Campaign

By John Paul Cadman

Chief Planning Officer, Havas Media Group UK

June 10, 2019

 

Context isn’t a new concept in media but, more than ever, agencies need to take action to make it more visible in their planning and activation processes.

Much research has been conducted on the subject of context – by which we mean the environment within which advertising appears and/or the audience’s understanding at the time of exposure.

Put simply, we can see that it matters because it positively impacts the effectiveness of a piece of communication.

When an ad is delivered in the right context, consumers will spend more time looking at it, will perceive it to be more relevant and are more likely to trust the brand.

All very powerful stuff, but it seems that we could harness the power of context to greater effect if we were more formal and systemized in our approach to developing plans.

We know that clients place a value on context. Increasingly, they are seeking to understand how we can use context to help build their brands.

Currently, this plays out as using context-related insights to drive planning decisions, such as moments of receptivity or outcomes that can be generated from a particular context, as well as heavy manual intervention at the implementation stage (mandating specific placements, for example).

Given the frequently pushed narrative that programmatic execution is the opposite of planning for context, it is somewhat ironic that any programmatic specialist will tell you that understanding performance related to context is a key part of optimization and may even unlock some contexts that planning teams and clients hadn’t yet landed on.

Context has also been front and center in several new-business pitches of late. At the extreme end, we have recently talked to a client who would like to co-create their media plan, placement by placement, and is willing to invest in the resource to do just that because they believe it is the right thing to do for their brands.

As we look forward, it feels like there is an opportunity to remove some of the subjectivity around what constitutes the right context, speed up decision-making around optimization related to context and apply it to as much of the media plan as possible. This could be done in a number of ways

Bringing context to the fore in the agency planning process

As teams answer a client brief, we must make sure that they have to investigate and make an objective recommendation on the most appropriate context(s), based on a number of inputs.

Developing a set of context metrics to guide investment decisions

There is an opportunity to develop tools that help teams identify the most relevant contexts for a given target audience, taking inputs from attention levels, media loyalty or trust in the media brand. 

 

Read the full article

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