The Guardian Research: The Guardian Guide to Context
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Transcript of The Guardian Research: The Guardian Guide to Context
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Guide to Context
Summer 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?
Nocognitive dissonance has
more impact
Vs
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16 Source: 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 environmenton Guardian website
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17 Source: Guardian Brand Aid Panel, 2008 – 2015. Average across 92 campaigns.
% uplift in ad perceptions, relevant vs non relevant editorial environmenton 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 appealing
Source: 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 makes
fashion & 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 makes
finance 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 makes
tech 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 makes
food & 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 makes
arts & 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