Audience oriented content is obviously a vital part of the creative process in advertising, but some marketers believe that the importance of “context” is being forgotten, according to Marketing Land. The rise of programmatic advertising, some believe, has brought with it a mild obsession among marketers for viewer-centric ad display. Optimizing conversions also requires appropriate contextual release. For instance, marketers might develop the perfect ad for a local hamburger establishment with blue collar workers as the target audience. The optimal time to release would be around lunch or dinner-time – the time setting is important. There are a other contextual ideas that marketers should remember.
“Conceptual fluency” is one of the important aspects that a marketer must use to advantage. According to studies, a consumer’s mind can process ideas more readily if two or more concepts in an ad are closely associated. For instance, an SUV or mini-van is more closely associated with a family context whereas a luxury vehicle is thought of as a “rich person’s car.” So, it is usually a good idea to allow elements in your ad to follow a similar consistency.
Another concept that marketers should rely upon is “mindset,” or the goal-oriented context of their viewers. Whether that goal is to find a good place to eat lunch or the best investment firm to use for their retirement plan, it is important to meet your target audience in that specific place at the time they view your ad.
“The halo effect” is another bias by association concept in marketing. If consumers has a positive experience with the content of one advertisement, they are likely to have a positive bias by association with another of similar content.
