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06/19/2006
Impact of contextual advertising: advertise while consumers are waiting and when they are in a good mood!
I decided to broaden the concept of contextual advertising, used by Google to describe an ad displayed according to the key words entered by the consumer, to all advertising implemented according to the context.
Contextual advertising is then not only applicable for the Internet but for all communication channels.
The context aspect of an ad can take 3 forms:
1. The congruence between the media and the message: advertising for Heineken on a bar table is the perfect example of the highest match between media (bar table) and message (beer!)
2. Affinity between brand and consumer
3. Context in which consumer is at the moment of the communication: being in a good mood or while waiting have revealed very positive on advertising effectiveness :)
The best is in fact to advertise when consumers are both waiting and in a good mood!
Diana Derval
Wait Marketing guru
Sources : ZALTMAN, Gerald, Dans la tête du client, Editions d’Organisation, Paris, 2004.
01:05 Permalink | Comments (1) | Email this | Tags: Convert Customers, Guerrilla Marketing Examples, Market Reach, Wait Marketing, marketing, strategy, contextual advertising
Comments
Whats your views of the AdLink offering by theworldwideworld.com? Advertising agencies or any company can place something called AdLinks under certain words on advertising mediums of the physical world (NOT the online world) and link advertising campaigns directly to the Internet.
Posted by: Jonathan | 07/25/2006