Context Effects

Agency: Map-the-Territory and Tapestry Research

Ad money is flowing from publisher media like TV that invest in content into ‘non-publisher’ media like social. Driving this trend is an obsession with the quantity of ad views, not their relative quality. TV needed to fight back and quantify its contextual value to advertisers. ‘Context Effects’ did just that, using an innovative blend of research techniques to reveal how TV is uniquely placed to deliver the best in-home advertising context. It put quality back on the agenda.