Of course context matters in digital - why wouldn't it?

Back in the Stone Ages when we bought print for clients we realized pretty quickly that context mattered.  It makes sense that someone's mindset when reading the Wall Street Journal is significantly different from what it is when they are reading In Style.  But it's also true that being adjacent to a piece of complementary editorial can increase effectiveness even more.  So why would it be any different with digital?

Apparently it isn't.  According to new research from IRI and The Advertising Research Foundation, relevant content strategies can increase ROI (return on investment) by as much as 30%. (Baar, 2017)

Interestingly, the research, which focused on both thematic and attention compatibility, was done on CPG products, which seem to be struggling the most with digital - as evidenced by the fact that P&G's elimination of $140 million in digital media last spring appears to have had no negative effect.  In fact, the company's sales went up 2%.  (Neff, 2017)

Better start rewriting those programmatic algorithms.

Baar, A. (2017, December 19)  For Digital Ads, Context makes A Difference.  mediapost.com.  retrieved December 20, 2017, from

https://www.mediapost.com/publications/article/311823/for-digital-ads-context-makes-a-difference.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=106655&hashid=ybq2buULrntyGS6NfbELk0afrrI


Neff, J. (2017, July 27)  P&G Slashes Digital Ads By $140M Over Brand Safety.  Sales Rise Anyway.  adage.com.  Retrieved December 20, 2017, from http://adage.com/article/cmo-strategy/p-g-slashe/309936/

Do you have a breakfast story you want to share?

Kellogg's has just launched "Open For Breakfast" a new digital campaign designed to "hear what's on people's minds and share stories about Kellogg's."  Seriously?  Do people really want to be that engaged with their morning cereal? 

Of course with flat sales since 2008, and people being more concerned about what's in the food they are eating, it does make sense to open a dialog.  But it's not going to turn cereal into a protein so I'm not sure it's going to help. 

Maybe they would be better off retargeting their brands to busy working people and selling breakfast for dinner.  I know plenty of people who are already there.

Lukovitz, K. (2015, January 20)  Kellogg Seeks Input in New 'Open for Breakfast' Campaign.  mediapost.com.  retrieved January 23, 2015, from http://www.mediapost.com/publications/article/242068/kellogg-seeks-input-in-new-open-for-breakfast-ca.html?edition=79524