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Advertisers overlooking advantages of transference in digital advertising
Published AdNews
The advertising industry’s lack of understanding about transference means many brands are missing out on its benefits in digital environments, says MediaScience CEO Dr Duane Varan.
Transference refers to how an ad is influenced by the environment it is placed in, a theme audience research lab MediaScience has extensively studied the benefits of. Dr Varan says advertisers’ lack of understanding of how it works means brands are not taking full advantage of transference.
“The way the market generally understands it is around emotional congruity. And that is certainly one effect. If there’s a sitcom and it’s funny, you’re more likely to laugh at an ad than you otherwise would. So people who have a funny ad are more inclined to put that in a funny program. That’s generally how the market has understood transference but that’s just one way value can be delivered.”
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