Why Digital Context Matters

Ipsos’ Peter Minnium explains why context matters and why it will lead marketers to the Holy Grail of the right ad message in the right place, every time.

MarketingLand, May 19, 2017 – Marketers have long known that context matters and have acted on this knowledge to the extent that the available media allowed. In becoming “digital,” these same marketers oddly seem to have forgotten this proven precept. The rapid growth of programmatic advertising in recent years has driven an almost cultlike adherence to audience-centric buying, with little if any regard for the importance of the context in which the ads are delivered. It’s time to swing the pendulum back — here are four reasons why.

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