By Jordan Bell, Marketing Manager
One might say that any form of marketing is inherently “contextual”: Any ad, delivered online or off, is contained within some kind of environment. A standard pay per click ad gets displayed on a search result page. In the real world, a billboard sits along a stretch of highway, which is set in a community, which is set in a larger geographic region, all with distinct consumer preferences. All of these different contexts can have an impact on the effectiveness of an ad, to varying degrees.