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Feb

27

“Context” in Digital Signage Advertising Somewhat Irrelevant?

Filed Under Advertising, Digital Signage 

A friend of mine, Dan Stiavnicky, who is Director of Digital Media over at Y&R, a WPP company, just pointed me at an article on CNN that echo’d something I mentioned a little while ago on consumer behaviours and propensity to consume advertising that I thought I would highlight again because it helps the Digital Signage networks with their advertising.

I mentioned before in my post “Digital Advertising: “Targeted” Media versus “Relevant” Media” that we may want to stop talking so much about how “targeted” our network spaces are because the “context” of where someone sees an advertisement may not matter so much.

Fayyad, who is Yahoo’s Head of Research and Data seems to agree, at least as it comes to online ads and I think this is easily extrapolated to Digital Signage:

… Yahoo is finding that ads often do best on sites that seem to have nothing to do with them - when, Fayyad says, “the content (on a web page) seems totally irrelevant”….

This goes against even some very recent research that I read on online advertising but the numbers don’t lie

I would say the same thing about Digital Signage. You don’t know when a consumer is ready to purchase your product so why limit where you speak to them? I think you’ll find that people’s defenses against advertising are down more when an ad is presented to them where it’s OUT of context.

“Frequency” is what’s key here.

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Comments

2 Responses to ““Context” in Digital Signage Advertising Somewhat Irrelevant?”

  1. phil g on February 27th, 2007 4:54 pm

    May be true for some networks, but i think sometimes targeted netowrk are valuable. Its often when im at the gym that i think about outdoor activities ni would like to do this weekend, skiing, about a new pair of shoes for running, about a new bike for the summer, etc.

  2. Rob Gorrie on February 27th, 2007 4:59 pm

    Fully agreed!

    I don’t want to say don’t do it as you make a great point, but you might be buying a car in the next 2 weeks too so a Chrylser spot might work….Or need to pick up paper towel on the way home so Bounty works.

    It may come down to “how” the ads are placed inside the “real” content more than anything.

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