Marketers are constantly searching for new ways to engage their customers and secure relevant leads. While contextual advertising isn’t exactly a brand-new phenomenon, times change, and so does the tech that makes it happen.
In a digital world of information overload and highly competitive online markets, finding a way to appeal to the human behind the screen is vital, and contextual advertising is a great technique for doing just that.
As the prospect of an online future without cookies looms ever closer, 2022 might be the perfect time for contextual targeted advertising to make its grand (re)entrance.
What exactly does this advertising method consist of, and what can it offer marketers in today’s world? Read on to find out more.
What is Contextual Advertising?
At the granular level, contextual advertising operates by displaying ads to the user that are relevant to the website they appear on.
For example, a website for a wedding design company might display contextual ads for wedding dresses, hoping that they’ll reach a relevant audience.
The process is usually automated, Google AdSense being a common example. This tool works by matching ads to your specific website automatically. Site owners then receive payment based on how many click-throughs the ad receives.
While it can be an incredibly effective way of advertising, if the ads aren’t nuanced enough, there is every chance they’ll annoy potential customers, particularly if they make it difficult for people to properly engage with a website’s primary content.
A contextual advertising agency worth it is salt will recognize the need and value for this form of marketing in the modern era, particularly since it represents greater online privacy than other options, such as behavioral targeting that gathers personal details about online users.
No Cookies Needed
Privacy is an immensely important topic in digital marketing. Between Google’s pledge to get rid of third-party cookies by 2023 and privacy regulations implemented by organizations like the GDPR, marketers need to adapt to big changes in the current landscape.
Contextual ads can add immense value in this regard, as they don’t require the use of potentially intrusive third-party cookies to work.
Instead of tracking people using a behavioral targeting approach, marketers can use contextual ads to focus on keywords, topics, and media formats that relate to a page’s content, allowing for a more natural and far less intrusive method of establishing an advertisement.
A contextual digital marketing company will utilize a mix of both talent and tech. Usually, they’ll use an advanced algorithm to find meaningful and relevant online locations to place ads.
The parameters will be set by seasoned professionals who know what kind of content to watch out for and what the true nature of the content represents (this is essential for brand protection).
Putting the User Experience First
Understanding a website’s content is critical when selecting contextual ad space, and thanks to advancements in AI, misinterpretation isn’t as big of an issue as it used to be.
A decontextualized advertisement could be a result of poorly interpreted web page content, a pitfall well worth avoiding as a marketer, as it has the potential to damage the user experience.
This is where keyword identification can prove to be tricky. While an ad for discount bus tours may work great on a blog about why you should visit London, putting that same ad on a page about high crime rates would fall short.
It’s easy to see that the best-contextualized ads work wonders when they understand the nature of the content.
They can add incredible value in this regard, too, as they tend to target people already in the buying mindset. Therefore, a well-placed ad is an intrinsic part of the customer’s online experience in this context.
It’s Easier to Establish
In theory, fewer steps are required to establish an effective contextual marketing campaign, as it doesn’t require a wealth of user data to work.
This can be a superb way to shorten timescales and drive valuable traffic without compromising ethics.
Advanced AI marketing tools can work within set parameters to make predictions about current trends, allowing for a more consistent return on the initial setup.
Mobile advertising can be tricky, but it tends to be exceptionally effective if you can get it right.
Mobile contextual advertising can add great value to a marketing campaign, particularly when it focuses on specific audiences.
For example, say you wanted to market a new mobile RPG game – placing in-app contextual ads in existing mobile RPG games is a great way to target a specific individual already interested in this sub-genre of the video game, allowing you to increase your visibility with your relevant audience.
Mobile contextual advertising can be used to put your product at the very fingertips of your target audience, an inch away from a potential sale.
How Can We Help?
If you require a marketing campaign that puts people first and truly connects with your customer in a meaningful way, our expertise in native video advertising and data interpretation could be the ideal solution.
For greater insight into how we can help, you might want to reach out to our friendly team. We’d love to get to know your brand.