The Role of Context Report - May 2020

The Role of Context: News Environments and Their Influence On Advertising

It is well documented that news audiences are stronger and more engaged than ever and this exclusive report "The Role of Context: News Environments and Their Influence On Advertising" outlines the contextual influence of news websites during COVID-19 on advertising and outline how marketers can unlock context effects of different media environments.

The report is available to download below at the bottom of the page.



Peter Pynta, CEO of Neuro-Insight, presents neuroscience research into the impact of context on consumers’ responses to advertising, including a new study conducted exclusively for the IAB with Australian news websites during a COVID-19 news cycle. Peter is joined by Anne Parsons who has a well-rounded perspective from CEO in media agencies in Australia and London and now as a global strategic adviser with advertisers and agencies as well as exclusively with Australian media owner QMS. 


  • Natalie Stanbury, Director of Research, IAB Australia
  • Peter Pynta, CEO Neuro-Insight
  • Anne Parsons, Independent Global Advisor
  • Gai Le Roy, CEO IAB Australia