Contextual advertising versus branded entertainment

Bellman, S., Robinson, J.A., Reid, R. and Varan, D. (2011) Contextual advertising versus branded entertainment. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

The new ‘Contextual’ model of advertising places ads following key scenes in program content where product categories are primed. This study explores the impact of this new model and compares this with more traditional product placements and brand integrations. Includes biometric measures.