Why proper use of contextual targeting needs to focus on mindset more than metadata, report

By Michael Bürgi, Published by Digiday   In the latest chapter of the never-ending search for effectiveness married with efficiency, IPG’s MAGNA unit, through its MAGNA Media Trials arm, has joined forces with GumGum to study optimal times and ways to employ contextual targeting. Their ultimate revelation: it’s all about using context when the consumer’s …

Advertising In Reliable News Sources Provides Stronger Brand Effectiveness

By Brad Adgate, Published by Forbes   In a polarizing political environment, news programming across numerous platforms continues to generate millions of viewers each day. In a political off-year, three 24-hour news networks remain the three highest rated cable networks on television. Nonetheless, at times, polarizing comments or questionable content from news providers has led …

What does ASMR and Mukbang have to do with advertisers?

By Patti Summerfield, Published by CARD Online   While brands go to great lengths to avoid offensive content, MAGNA suggests thinking twice about ad placement beside videos that don’t align with their values.   For years, advertisers have focused on avoiding having their ads appear next to offensive content. However, the negative effects of proximity …