Speaking at Magnetic’s annual conference Spark recently, author and strategist Faris Yakob was keen to remind the industry of the business we are in, explaining that the word advertising comes from the Latin word ‘advertere’ which means to turn one’s attention to something. With the industry’s obsession around increasingly granular data, you could be forgiven for forgetting this crucial point. The reality is whether you take a targeted or a broad reach approach to your communications, impressions only work if they make an impression. Data will get you to the audience, but it won’t get you their attention.
With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.