ThinkboxThe context within which you see something impacts how you receive, process and remember things. This concept was explored by Thinkbox in ‘Context Effects’, which investigated the nuances of in-home advertising exposure and what contextual factors contribute to create the best (and the worst) occasions for effective advertising. More recently, ‘Unlocking the Power of Premium ‘ conducted by Vevo, Channel 4 and Flood, delved into the value of advertising around premium content.
Analysis found that ads placed in a premium environment were three times more likely to be perceived positively. This is in comparison to non-premium environments where ads are five times more likely to be perceived negatively.
This highlights the opportunity for brands, as ads benefit from a superior viewing environment which not only enhances ad perception but also creates a ‘halo effect’ for the brand. Premium content is closely associated with positive ad receptivity, making it a powerful context for advertising.
For more insights on the importance of context, explore Context Effects.
For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:
- March: Viewing to ad-supported quality content grows
- January/February: Ads are noticed more when people are relaxed and/or in a good mood
- December: Creatively consistent brands report more very large business effects
- September: Optimal ad mix varies dramatically by product sector
- July: Linear TV creates nearly half of all ad-generated profit
- June: TV has the highest weekly saturation point
- May: TV (Linear and BVOD) accounts for over half of all ad-driven profit
- April: The TV screen drives the highest ad recall of all devices
