Where does your brand belong?

Where does your brand belong?

No simpler question has ever been asked, but someone asked it at a dinner during Advertising Week, and I found myself ruminating on the question. Regardless of how simple that question sounds, there’s no easy answer.

For many media planners and strategists, the answer appears to be easy and obvious. You put a golf club ad in a golf magazine, the beer ad goes in the football game and the minivan ad sits next to the parenting content.

Context targeted before audience did, and then things got more locked in with data. The data told us we didn’t need the golf magazine anymore because we could find the golfer wherever they happened to be.  They could be reading the news, watching cat videos or checking the weather.

The audience became the target and the context became plain old inventory (and it was cheap inventory, in many cases).

Context back on the table

As with everything these days, context is back on the table because of the ad business’s cyclical nature.  We’ve lost signals as people opt out of, block or avoid ads. We have CTV expansion and the challenges that come with it. There are in-content formats and native advertising.

Buyers have a real choice to make again and it applies to everything from a 30-second spot on linear TV to a banner, or a native unit, or a product placed inside a show. Do you want the brand to fit in, or do you want it to stand out?

The truth is, no clear answer wins.

The case for fitting into context that comes from the ad industry is strong. GumGum and SPARK Neuro found that contextually relevant ads generated 43% more neural engagement and 2.2 times better recall than irrelevant ones.

IAS and Neuro-Insight found that emotive ads drove 40% higher memory when placed next to thematically matched content.

Different strategy

The academic side is a lot less tidy. The Stockholm School of Economics found that placing ads in thematically mismatched media can actually improve how people process them, because that approach breaks expectations.

Another study found that people notice the mismatch more, but they also become more suspicious, and the “someone is trying to sell me something” reflex kicks in. That makes people defensive.

Then there’s a meta-analysis out of the University of Georgia that pulled together 96 studies and nearly 140 000 participants over 31 years, and found that ad-to-content fit had a very weak influence on attitudes and purchase intent.

What mattered more was how involved people were with the media, and how much they trusted it.  That drives towards a different strategy altogether for another column.

Where do you land?

So maybe the answer isn’t easy.  Maybe it’s not a single strategy. A well-known brand can afford a little less context and more disruption to get noticed, while a lesser-known brand or a high-consideration product probably earns more trust by fitting directly into the moment.

A premium, trusted environment may be doing most of the work regardless, and running both approaches side by side may simply mean reaching more people than either would alone.

I think the real mistake isn’t picking one over the other. It’s not asking the question at all and letting the algorithm decide where the brand belongs because that’s where the impressions were cheapest.

I’ve been on both sides of this argument at different points in my career, and I suspect I’ll keep moving between them. I’m curious where you land.