The advertising industry has a long-held belief that there is a positive correlation between the quality of the environment in which a clients’ ads are delivered and the impact on brand metrics.
With the advent of digital, one-to-one advertising, some have questioned the continuing relevance of context. Does the environment matter if your advertising knows where the consumer is in their purchase journey and the message is relevant to that context?
At GroupM, we’ve always believed that context and quality editorial environments matter. Around a year ago, we agreed to collaborate with Newsworks to examine the truth of this belief.
Read more on Campaign UK here.