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Charts: the Guardian's 'Guide to Context'

The Guardian's study shows that placing ads in a contextually relevant environment boosts campaign effectiveness.

In her recent blog on the research, Katherine Miall, the Guardian's media insight manager, said that "context matters when planning advertising, now more than ever"- a statement backed up by the results. When visitors to the Guardian's website viewed brand ads alongside relevant editorial they were:

  • 10% more likely to pick up new information
  • Nearly 20% more likely to feel more positive about the advertiser
  • 23% more likely to think that the ad is relevant to them

A context effect is also evident in print, with ads 20% more likely to be seen as relevant to the reader when alongside related content.

Take a look at the research charts here:

For more information on the importance of context for advertisers, have a look at Newsworks' The company you keep research. 

by Jessie Sampson 13/08/15

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