22 Nice Media Context and Model Suitability cartoon – Marketoonist
The place an advert seems can typically talk greater than the advert itself.
Keith Browning, LinkedIn’s model advertising and marketing international lead, shared an fascinating analogy just a few years in the past on the relative significance of content material and context. He recounted an experiment by Joshua Bell, one of many high violinists on this planet.
At some point, Joshua stepped onto a metro cease in DC and performed a 43-minute solo live performance in the course of the morning commute. Over a thousand folks handed inside a pair ft of him, however solely seven folks stopped to pay attention and solely twenty paused lengthy sufficient to drop a donation in his violin case. He made simply over $32.
Two weeks early, he performed to a packed home charging $100 a seat at Symphony Corridor in Boston.
Similar “content material”, very completely different “context.”
Right here’s how Keith connects this experiment to the error entrepreneurs make in the event that they overlook context of their media buys:
“Advertisers’ early use of programmatic shopping for was usually primarily based on the idea that concentrating on trumped context. With the ability to goal folks wherever you needed allowed you to achieve them much more effectively. Since ignoring context lowered prices, it should be an enchancment.
“Many methods nonetheless apply the identical logic, particularly on the subject of response. If you may get sufficient folks to click on on an advert for a low sufficient value then it doesn’t matter the place your advert appeared, or what number of different folks noticed it, with the intention to get that response.
“It’s tempting to make use of ever extra superior analytics to optimise advertising and marketing ever extra effectively round these outcomes. Nevertheless, that may be an enormous mistake – and the Joshua Bell experiment helps to elucidate why.”
In a post-cookie world, taking context into consideration is abruptly in vogue once more. And but, one measurement doesn’t match all. Not each model will take a look at context the identical approach. Nor will each shopper.
Entrepreneurs want a extra nuanced strategy — from the blunt hammer of “model security” to the extra cautious analysis of “model suitability.”
Listed below are just a few associated cartoons I’ve drawn over time:
“If advertising and marketing saved a diary, this is able to be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
11 Nice Media Context and Model Suitability cartoon – Marketoonist