Is Contextual Ad Buying An ROI Dud?


While evidence exists in support of the benefit of contextually relevant advertising in aggregate, its benefits on return on ad spend (ROAS) for digital campaigns and unaided ad recall for TV ads is uncertain.

Those are the findings of original research presented today (6/13) by the Advertising Research Foundation (ARF) at its 2017 Audience Measurement forum, “Modern Measurement: Media, Models & Methods.”

Is that good news for broadcast media?

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