guardian guide to context research 2015
TRANSCRIPT
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Guide to ContextSummer 2015
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Context affects our decisions to a far greater degree than we realise.Rory Sutherland 2015
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Rise of programmatic
Scarcity of attention
Scarcity of premium media environments
Why now?
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Programmatic
Excellent efficiencies
with minimal resources
BUT….
Are the ads always viewable?
Are they seen
by humans?
Are they in the right environment?
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The key to getting people to change their behavior sometimes lies with the smallest details of their immediate situation. The Power of Context says that human beings are a lot more sensitive to their environment than they may seem.Malcolm Gladwell, The Tipping Point
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But what is context?
Platform
Media environment
Time of day
Editorial relevance
Location
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The impact of media context
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The newsbrand context has a powerful effect
Source: NewsWorks ‘The Company You Keep’, 2015
Engagement Trust Personal identification
Context is an emotional primer
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Regular newsbrand readers respond more positively to ads
Source: NewsWorks ‘The Company You Keep’, 2015
Brand love+12%
Buzz+15%
Consideration+25%
Regular newsbrand readers vs non-readers % uplift
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10 Source: InSkin/RAPP research , October 2014
37%more likely to click on an ad on a site they
trust
And people are more likely to act whenthey see an ad in a trusted environment
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What we’ve learned
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12 Source: Guardian Brand Aid research 2008 to present.
Each Guardian platform offers different strengths
Recall
Impact
Persuasion
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13 Source: Guardian Brand Aid research 2008 to present.
When questioned about Guardian advertising, % of readers/visitors who agree…
Each Guardian platform offers different strengths
Simple, bold, in-stream
messaging on mobile
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The impact of editorial context
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Yesconsumer in right frame of
mind
Does contextual relevance boost ad impact?No
cognitive dissonance has more impact
Vs
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16Source: Guardian Brand Aid research, 2008 – 2015. Average across 92 campaigns in six categories.
Benefit
Positive towards advertiser
Informed
Appealing
+23%
+18%
+11%
+11%
Contextual relevance boosts campaign effectiveness% uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website
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17Source: Guardian Brand Aid Panel, 2008 – 2015. Average across 92 campaigns.
% uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website
Travel
Tech
Arts & Entertainment
Food & Drink
Finance
Fashion & beauty
Informed
+16%+25%+17%no boost
+21%no boost
Positive towards advertiser
+29%+16%+24%+8%+13%+16%
Benefit
+22%+16%+36%+57%+13%+12%
Appealing
+40%+12%+21%
no boost
no boost
+8%
But editorial relevance has different benefits in different categories
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After seeing travel ads alongside relevant content, visitors are x% more likely to say that they:
Relevant editorial makes travel ads work harder
40%
22%
29%
16%Got new information
Feel positive towards the advertiser
Think the ad offers benefits to them
Find the ad appealingSource: Guardian Brand Aid research, 2008 – 2015. Average across 12 campaigns. Vs respondents who saw ads alongside non-relevant content
An in-market audience who are looking for
inspiration
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After seeing fashion ads alongside relevant content, visitors are x% more likely to say that they:
Relevant editorial makesfashion & beauty ads work harder
13%
13%
21%Got new information
Feel positive towards the advertiser
Think the ad offers benefits to them
Source: Guardian Brand Aid research, 2008 – 2015. Average across 20 campaigns. Vs respondents who saw ads alongside non-relevant content
A highly respected fashion site that offers
credibility to advertisers
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Relevant editorial makesfinance ads work harder
Finance ads viewed alongside relevant editorial are 57% more likely to be seen as relevant by our readers
57%
Source: Guardian Brand Aid research, 2008 – 2015. Average across 11 campaigns. Vs respondents who saw ads alongside non relevant content
Might not boost likeability – but will
stand out to consumers in market
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After seeing tech ads alongside relevant content, visitors are x% more likely to say that they:
Relevant editorial makestech ads work harder
16%
16%
25%Got new information
Feel positive towards the advertiser
Think the ad offers benefits to them
Source: Guardian Brand Aid research, 2008 – 2015. Average across 23 campaigns. Vs respondents who saw ads alongside non relevant content
Consumers want to feel informed when buying high value/unfamiliar
items
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After seeing food and drink ads alongside relevant content, visitors are x% more likely to say that they:
Relevant editorial makesfood & drink ads work harder
21%
36%
24%
17%Got new information
Feel positive towards the advertiser
Think the ad offers benefits to them
Find the ad appealing
Source: Guardian Brand Aid research, 2008 – 2015. Average across 11 campaigns. Vs respondents who saw ads alongside non relevant content
Visitors are further down the purchase
funnel
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After seeing arts and entertainment ads alongside relevant content,visitors are x% more likely to say that they:
Relevant editorial makesarts & entertainment ads work harder
Feel positive towards advertiser
Think ad offers benefits to them
Found ad appealing
8%
12%
16%
Source: Guardian Brand Aid research, 2008 – 2015. Average across 15 campaigns. Vs respondents who saw ads in non relevant environments.
Visitors pick up info while browsing for
inspiration
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24 Source: Guardian Brand Aid research 2008 – 2015; 47 campaigns
% uplift in perceptions of ads appearing in relevant vs non relevant environments in Guardian and Observer print editions
But what about contextual relevance in print?
Benefit
+20%Appealing
+10%
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Points to consider• The impact of context on mobile• Building context in to the planning
process• Benefits of complementary (rather than
matching) editorial contexts