the guardian research: the guardian guide to context

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1 Guide to Context Summer 2015

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Page 1: The Guardian Research: The Guardian Guide to Context

1

Guide to Context

Summer 2015

Page 2: The Guardian Research: The Guardian Guide to Context

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Context affects our decisions to a far greater degree than we realise.

Rory Sutherland 2015

Page 3: The Guardian Research: The Guardian Guide to Context

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Rise of

programmatic

Scarcity of

attention

Scarcity of premium

media environments

Why now?

Page 4: The Guardian Research: The Guardian Guide to Context

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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?

Page 5: The Guardian Research: The Guardian Guide to Context

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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

Page 6: The Guardian Research: The Guardian Guide to Context

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But what is context?

Platform

Media environment

Time of day

Editorial relevance

Location

Page 7: The Guardian Research: The Guardian Guide to Context

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The impact of media context

Page 8: The Guardian Research: The Guardian Guide to 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

Page 9: The Guardian Research: The Guardian Guide to Context

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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

Page 10: The Guardian Research: The Guardian Guide to Context

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

Page 11: The Guardian Research: The Guardian Guide to Context

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What we’ve learned

Page 12: The Guardian Research: The Guardian Guide to Context

12 Source: Guardian Brand Aid research 2008 to present.

Each Guardian platform offers different strengths

Recall

Impact

Persuasion

Page 13: The Guardian Research: The Guardian Guide to Context

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

Page 14: The Guardian Research: The Guardian Guide to Context

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The impact of editorial context

Page 15: The Guardian Research: The Guardian Guide to Context

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Yesconsumer in right frame of mind

Does contextual relevance boost ad impact?

Nocognitive dissonance has

more impact

Vs

Page 16: The Guardian Research: The Guardian Guide to Context

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

Page 17: The Guardian Research: The Guardian Guide to Context

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

Page 18: The Guardian Research: The Guardian Guide to Context

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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

Page 19: The Guardian Research: The Guardian Guide to Context

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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

Page 20: The Guardian Research: The Guardian Guide to Context

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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

Page 21: The Guardian Research: The Guardian Guide to Context

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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

Page 22: The Guardian Research: The Guardian Guide to Context

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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

Page 23: The Guardian Research: The Guardian Guide to Context

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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

Page 24: The Guardian Research: The Guardian Guide to Context

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%

Page 25: The Guardian Research: The Guardian Guide to Context

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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