Context-based television advertisement placement

The project aims at identifying the effect of television editorial content on audience reaction to television advertisement, for different customer segments. The aim is to understand if

• a transfer of values and emotions between the editorial content and the brand advertised is in place and
• if this effect depends on the quality and the typology of the editorial content.

This will enable both media makers and advertisers to make desirable choices respectively in terms of editorial content design and in terms of television advertising placement. The research wishes to help companies and media agencies to deal with the decreased attention the television channel is facing, due to the growth of new online channels and the “second screen” phenomenon. Through the application on new research approaches, namely the development of a biomarketing laboratory experiment, the research investigates the consumers’ physiological responses of pleasure, relaxation, attention, and memorization toward several editorial contents and advertising messages. These new techniques may improve and complement traditional research approaches adopted in the field, which are facing a reduced predictive power. Further, through survey and interviews with consumers, the research detects the values consumers associate to different brands and to different editorial contents as well, in order to evaluate potential value transfer from the editorial content to the brand.