“Content is king” this phrase was first made by the American business magnate and software developer Bill Gates.
But what about context?
In the era of online communication, where digital advertising has taken center stage, we can undoubtedly state that ‘contextual targeting is the new king of advertising.’
Contextual advertising highlights that it is not just the viewer who is important while advertising a brand/product. The ad’s context and the moment the ads are presented are equally important.
It allows marketers to reach the correct customers (those who might be interested in your company’s offer) at the right time and place. Thus, improving the effectiveness of online ads and reducing the costs of marketing campaigns.
Contextual Targeting and Its Importance in Digital Advertising?
Though it has evolved, contextual targeting is not a new concept. It simply means to place the most appropriate ads within the right context.
In the past, it was based on a simple keyword association strategy, but now, the process has been significantly improved.
With improvements in machine learning, computer vision, and natural language processing, Artificial intelligence algorithms can interpret the content of a publisher’s web page with remarkable ease and precision and suggest the optimal context for each ad impression.
If ads are placed within the relevant context, their chances of being read, heard, watched, and converted rise tremendously.
For example, hair products featured in women’s magazines have more chances of getting converted than on a sports page.
Therefore, the idea behind contextual targeting is clear – letting the right customer see the most relevant message.
Contextual Targeting – The Future of Digital Advertising
With data privacy, brand suitability, and safety becoming the center of interest in the ad tech industry, the role played by contextual targeting in digital advertising is of critical importance.
Contextual advertising allows marketers to interact with new audiences by associating themselves with relevant information to their brand proposition.
This, in turn, creates a favorable environment for long-term partnerships and generates the much-desired engagement.
According to data, Deep Learning-based technology can give up to 47 percent more value for the same marketing investment.
Below are the reasons why contextual targeting is the new king of advertising:
Ads are Relevant to the Content Viewed by the audience
The most intriguing feature of content targeting is its ability to place ads on web pages depending on their content and not on the data from the consumer’s online behavior.
This, in turn, helps in engaging more people who view the ads as they will be the ones who will be more interested in them because of the context of the webpage they are visiting.
However, in this cut-throat competition, to gain the users’ interest and not lose them because of irrelevant ads, Advertisers need to enhance the audience’s ad experience with more personalized and relevant advertisements.
Making the Ad Experience of Viewers Count
This helps make critical and bold decisions regarding where, when, and how to place each ad to get the best engagement for each campaign.
The goal is always to seek the best possible fit between the website’s context, the brand’s communication objectives, and the content of the banner or video that will be displayed.
Keeping Brand Safety and Suitability the Top Priority
It is now more than ever that brand safety and suitability strategies are necessary to avoid online ads being displayed in inappropriate contexts.
This is because linking ads in an improper context harms campaign KPIs and cause significant harm to the brand’s image, particularly in top and mid-funnel campaigns.
Furthermore, if a brand prioritizes brand safety and suitability, it helps create a good brand experience in the long term.
Contextual targeting in advertising reduces or even eliminates these kinds of risks. As a result, companies that invest in contextual advertising get effective results and safe online ads.
Anti ad fatigue
Showing viewers ads relevant to the web page’s content reduces the chances of ad fatigue.
This is because the viewers can now view ads in the right place and the best place. Moreover, this also helps in lifting both the ads and content.
With CCPA going into effect, Mozilla Firefox, Safari announcing the phase-out of third-party cookies, and Google Chrome making similar moves by 2022, digital advertising will take a drastic turn.
Keeping privacy and security of users the top priority, Contextual targeting has gained huge importance. This is because it doesn’t interfere with the user’s privacy, and he is kept completely anonymous.
The only information the ad tech executing contextual targeting uses is the content of the webpage. And this is done to identify the best banner ad for the page.
Owing to the need for ads that generate positive and memorable experiences among users, contextual targeting has achieved tremendous importance and has become the future of digital advertising.