Introduction

Digital media can and does drive real and meaningful return on investment, but the complexity and large numbers of actors operating right across the digital ecosystem mean that the devil is in the detail.

Ensuring that your ads appear in the right context – the right ads appearing before the right potential customers in the right environment and alongside the right content – is one of the keys to success in digital marketing.

Context is king when it comes to improving the performance of digital media. As in real estate, driving ROI in digital is driven by “location, location, location”. Given the complexity of the ecosystem, simplicity and clarity should be your watchwords when it comes to using the effective levers available to brands to run ads in the right context.

Contributors to this guide include specialists across our Media and Tech practices, our specialist contract compliance business, FirmDecisions, and our digital media monitoring business, Digital Decisions:  

Angus Mclean - Director, London;
Travis Lusk - Director, North America;
Ben Millar - Director, APAC;
Martina Nikolova - Client Partner, Digital Decisions.

Digital promised increased efficiency, but marketing effectiveness has been steadily falling for almost a decade.