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Context is Queen
The document discusses the importance of context in brand messaging and consumer experience, emphasizing that factors such as time of day and media platform significantly influence consumer responses to advertisements. It presents methodology for real-time brand metrics tracking and highlights the need for adapting advertising strategies based on contextual insights to enhance engagement and positivity. Additionally, it addresses the negative impact of bad news on brand perception and the importance of timing in delivering effective advertising.
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Context is Queen
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- 3. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech What kind of context? • Time of the day • News context • Media locaOon • Media plaPorm • CompeOtor context • Program context
- 4. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Methodology 4 ONLINEREAL-TIME ONLINE Survey to capture brand metrics to establish base Brand experiences captured in real-time via mobile Survey to capture brand metrics in order to measure change caused by experiences BEFORE DURING AFTER Real-=me Experience Tracking (RET)
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- 10. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Consumers respond more posiOvely to ads when they are thinking about those products 10 Source.MESH Experience Tracking Relationship between Time of Day and Positivity toward CPG Advertising - Snacks
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- 17. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech NatWest TV experiences is outperformed 17 Source.MESH Experience Tracking, March 14th-27th 2017 The size of the bubble denotes Experience Reach
- 18. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech The negaOve news is about bank closures 18 “I've heard in the news that NatWest Bank will be closing down several branches because people bank online nowadays. Lots of jobs will be lost. This news made me feel really sad and disappointed because the current economy becomes more and more insecure.” NatWest, TV, News, Fairly Nega=ve, Slightly less likely to Choose “RBS/NatWest are shuVng more branches which will mean loss of jobs. They say that less people go into branches now which I have no<ced as there are rarely any queues now.” NatWest, TV, News, Neutral, No difference Source.MESH Experience Tracking, March 14th-27th 2017 “Small item in the news on Classic FM, heard on the radio as a passenger in a van driven by my husband. The news item stated that NatWest and RBS are both looking to close branches and shed a number of staff/jobs due to a shiY in the way services are delivered. I was not parHcularly happy about the news as I am concerned about the effect of branch closures on smaller communi<es and people less able to travel into larger towns/ci<es, as well as concerned for those who could lose their jobs.” NatWest, Radio, News, Fairly Nega=ve, Much less likely to Choose
- 19. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Co-operaOve Bank experiences are behind others Source.MESH Experience Tracking, March 14th-27th 2017
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- 21. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech NegaOve news through many channels 21 Source.MESH Experience Tracking, 14th-27th 2017 The Co-operaHve Bank will look to raise £750million, including a debt-for-equity swap, to boost its capital strength if it cannot find a buyer. Was going to get a new account from them but not with this news.” Online, Co-opera=ve Bank, Very Nega=ve, Much Less Likely to Choose “I was watching the news with my partner when they discussed the financial losses of the bank it made me sad to see a great ins<tu<on fail.” TV, Co-opera=ve Bank, Fairly Nega=ve, Much Less Likely to Choose “Hopes of Co-op bank surviving fast disappearing - want to get all my money out asap.” Newspaper, Co-opera=ve Bank, Very Nega=ve, Much Less Likely to Choose
- 22. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Significant negaOve impact on brand 22 Source.MESH Experience Tracking, March 14th-27th 2017
- 23. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Key Take Outs • Right context for an ad can boost its impact. • Select Omes when people are more recepOve to your category messages. • Adapt the creaOve to Ome of the day and/or locaOon it is adverOsed • Understand the context in which you are adverOsing
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