One third of Advertisers and Media aren't confident about the impact of context, says Kantar

Marketers agree that custom content is important, but need to better understand context, highlights Getting Media Right 2019 study report by Kantar

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Nearly two thirds of marketers agree that developing custom content is an important challenge they must tackle, but when it comes to understanding how context impacts creative executions, there’s still a gap, said Kantar in its Getting Media Right 2019 study report.

Kantar explores in this year's report, the responsibility of marketers is to transform, engage and activate on holistic advertising that delivers short and long-term growth and optimizes return on investment.

Discussing how can brands improve media effectiveness by putting their marketing in motion, the report is a culmination of the perspectives of leaders from advertisers, media and creative agencies and media companies.

How important is developing custom content for marketers today?


Almost one third of Advertisers and Media aren’t confident they understand the impact of context. This indicates they’re likely sending messages that reach the right audiences but not necessarily at the right time or place in which they are receptive to those messages, meaning lost opportunity.

How confident are you that your organisation understands the impact of context on creative executions?