Comments on: Study: Ads out of context are effective http://www.lostremote.com/2007/09/28/study-ads-out-of-context-are-effective/ Where TV Finds the Future Sat, 19 Jul 2008 17:32:26 +0000 http://wordpress.org/?v=2.5.1 By: Rocker http://www.lostremote.com/2007/09/28/study-ads-out-of-context-are-effective/#comment-507591 Rocker Fri, 28 Sep 2007 19:56:13 +0000 http://www.lostremote.com/2007/09/28/study-ads-out-of-context-are-effective/#comment-507591 This also highlights the differences between brand equity/awareness building as an objective and direct response. I am pretty sure that if clicks/sales are the metric, ads in context will perform better. This is really an argument for a balanced/nuanced approach to online media planning, balanced according to tactical needs. Need to stimulate immediate sales? Context. Have a longer-term goal of growing margins? Reach. Some combination of both. This also highlights the differences between brand equity/awareness building as an objective and direct response. I am pretty sure that if clicks/sales are the metric, ads in context will perform better.

This is really an argument for a balanced/nuanced approach to online media planning, balanced according to tactical needs. Need to stimulate immediate sales? Context. Have a longer-term goal of growing margins? Reach. Some combination of both.

]]> By: Safran http://www.lostremote.com/2007/09/28/study-ads-out-of-context-are-effective/#comment-507585 Safran Fri, 28 Sep 2007 19:48:51 +0000 http://www.lostremote.com/2007/09/28/study-ads-out-of-context-are-effective/#comment-507585 The key message isn't that "It doesn't matter if the ad is in context or not." The message is "we have to target the person who cares about the ad wherever they are." The lead is this quote: "With new targeting tools, it is easier than ever to find specific audiences, such as foodies, wherever they are online, rather than only on food-related sites." In other words, no - it doesn't matter if a food ad is on the Food Network site. But it does matter if it hits a "foodie" as opposed to a car person. The article is a little misleading up to that point - a cursory glance would indicate that ads out of context are as effective as in-context ads. Not so. The key message isn’t that “It doesn’t matter if the ad is in context or not.” The message is “we have to target the person who cares about the ad wherever they are.” The lead is this quote:

“With new targeting tools, it is easier than ever to find specific audiences, such as foodies, wherever they are online, rather than only on food-related sites.”

In other words, no - it doesn’t matter if a food ad is on the Food Network site. But it does matter if it hits a “foodie” as opposed to a car person. The article is a little misleading up to that point - a cursory glance would indicate that ads out of context are as effective as in-context ads. Not so.

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