Signalling Success: Putting context in context


Agency: Thinkbox

The endless proliferation of video advertising doesn’t just mean endless new competition for TV; it has encouraged the shorter-sighted to treat all forms of video as equal, to value a view as a view wherever it happens. In this commoditised world, cheapest wins. ‘Signalling Success’ explained why this is catastrophic for effectiveness.

It demonstrates the need for great planning which takes ad environment into account. It’s the first UK research dedicated to the behavioural science principle of ‘media signalling’ and provides concrete evidence of how vital brand signals differ dramatically between advertising channels. In advertising, it’s not just what you say, it’s where you say it.