cat casestudies

 

The Guardian - Brand campaigns benefit from contextually relevant placement

CHALLENGE

‘Context affects our decisions to a far greater degree than we realise and it matters when planning advertising, now more than ever. We know that it’s increasingly difficult to get consumers’ attention.[1] We know that despite the swathes of ad inventory available, premium media environments are still relatively scarce. And we know that despite the benefits of programmatic trading, concerns remain about its ability to place ads in suitable environments. 

But what does ‘context’ really mean, from an advertising perspective? Well, it could refer to the consumer’s literal location when they see the ad, or the time of day at which they see it. That will affect their reaction to the ad. Or it could be the media channel on which the ad appears, and the content that surrounds it.

SOLUTION

For brand campaigns, the Guardian has found overwhelming evidence that a contextually relevant environment boosts effectiveness. Over the past few years we’ve worked with Swedish ad effectiveness experts RAM (Research and Analysis of Media) to survey our panel of over 3,000 readers/visitors about more than 300 brand campaigns. 

RESULTS

From our Brand Aid surveys,[2] we’ve found that when visitors to the Guardian website view brand ads alongside relevant editorial they are:

  • 10% more likely to pick up new information,
  • Nearly 20% more likely to feel more positive about the advertiser
  • 23% more likely to think that the ad is relevant to them.[3]
  • In print, too, a context effect is evident; ads are 20% more likely to be seen as relevant to the reader when alongside related content.[4]

However, the impact of contextual relevance varied significantly across the six advertising categories we looked at. [5]

For example a travel ad on the Guardian’s Travel site was 40% more likely to appeal to visitors

Quite a different story with finance ads, however; contextual relevance doesn’t necessarily make people like those ads more, but does help them stand out to those in-market (they are nearly 60% more likely to be considered relevant). [7]

Clearly there’s much more for us to learn about the impact of context. We need to find out
about its value on mobile - as digital traffic continues its migration the context of where
and when a consumer sees our ads will become more and more important. And it could
be that there’s an effective synergy between ads from one category and editorial from
another. We intend to explore these theories further – and to keep context at the heart of
the planning process.

 Full presentation in PDF:

context slides

[1] According to Ofcom’s 2014 Communications Report, the typical person now squeezes over eleven hours of media consumption into less than nine hours each day. So we’re consuming a lot of media - and a lot of the time we’re consuming it simultaneously.
[2] For more info, visit advertising.theguardian.com/brand-aid-ad-effectiveness-testing
[3] Guardian ‘Brand Aid’ research 2008 – 2015. Average across 92 desktop campaigns. Vs visitors who saw ads alongside non-relevant editorial.
[4] For more info, visit advertising.theguardian.com/brand-aid-ad-effectiveness-testing
[5] Travel, Fashion/Beauty, Finance, Tech, Arts/Entertainment, Food/Drink
[7] Average across 11 finance desktop campaigns. Vs visitors who saw ads alongside non-relevant editorial.

TESTIMONIALS


"A Great Tool from Any Perspective - I have been working with RAM for over three years. The insights provided by the RAM studies are worth their weight in gold. For most clients, the cost associated with doing this type of market research is prohibitive. Consequently, being able to provide this type of research gives me a competitive edge.

RAM bridges the gap between high quality market research and affordability. Their surveys tap into the current market with speed and accuracy without sacrificing the quality and depth needed to understand today’s multi-screen advertising ecosystem. Using their reports has empowered me, as well as the sales and marketing teams at LIN Digital and KXAN, to be able to present actionable intelligence, in an easy to understand format. Personally, some of the best reactions from clients when reviewing these reports are their willingness to accept recommendations to their current go-to-market strategy. RAM has helped me close some very large deals with the research they have provided. It has also made me an indispensable member of my clients’ marketing initiatives."

-Jason Kovarik, Senior Digital Marketing Consultant, KXAN

"RAM Panel offers my client detailed feedback from their target consumer. This tool gives myself and every other AE research and analysis to prove what works best for their client.”

-James M, Digital Marketing Consultant, KXAN 

“Great for added value to help guide current and future campaigns. It’s a high level business intelligence that our clients see as powerful and relevant.”

-Aaron B, Digital Marketing Spec, KXAN

“RAM is an excellent resource for any business wanting a greater understanding of who their audience is and what they want. The research they do is second to none.”

-Jason Kovarik, Senior Digital Marketing Consultant, KXAN

“RAM panel testing removes our own personal prejudices about the work and instead replaces that with the reaction of appropriate customers."

-Catfish Russ, Creative Director, KXAN

“The insights provided by the RAM studies are worth their weight in gold.”

-Jason Kovarik, Senior Digital Marketing Consultant, KXAN

MEMBERSHIPS

  iabnaappalogo