Putting It In Context

Contextual advertising has been popular online and on some specialized cable networks, most notably the Food Network, for years. But recently, the practice has been increasingly used by the more mass-reach broadcast networks.

Some of the broadcast networks have started custom ad content divisions, which work with advertisers, their media buying agencies and their creative agencies to create specialized commercials that can relate to the show they will air in.
 
Commercial clutter is clearly driving this trend.

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