With restrictions around the use of third-party data collection evolving, advertisers have turned to cookie-less targeting methodologies such as contextual targeting. This tactic uses algorithms to target ad placements based on keywords, website content and other metadata so ads are shown to users based on the content they’re currently consuming.
Contextual targeting has many benefits beyond its cookie-less methodology, such as:
- Tapping into several unique benefits that drive performance and growth;
- Providing diversification methodologies; and
- Enabling experimentation with new marketing strategies that capture the right users in the right moment.
Modern contextual advertising leverages machine learning and artificial intelligence, making this targeting method more effective than ever. Here are four unique benefits of contextual targeting:
1. Reach The Right People In The Right Moments
With contextual targeting, advertisers can reach users based on the content they are browsing in real time rather their historical browsing habits. The content a user is viewing at any given time signals interest and intent. As such, this targeting tactic allows you to reach users when they are in a receptive frame of mind.
2. Target Niche Audiences
With contextual, an advertiser can target by topic or use a collection of keywords for more precision, which can be as broad or granular as desired. This means that advertisers can home in on the specific audience niche they want to reach.
3. Access Metrics In Real-Time
Contextual advertising campaigns are served programmatically, which means that advertisers can review real-time metrics to optimize as needed. With the right programmatic partner, ads can be verified and served on relevant domains pre- and in-flight. Optimizing campaigns in real-time strengthens a live campaign’s performance, which ultimately improves the outcome. And, being able to make in-flight changes means that advertisers are able to make adjustments that may reduce ad dollar waste.
4. Build Brand Affinity
Consumers today care about where they shop, and they are increasingly conscious of the environments where brands choose to advertise. Contextual advertising offers a brand safe advertising environment while also building brand affinity, because ads are served based on content a user is browsing. Advertisers are able to connect with consumers who are receptive to purpose-driven messaging and looking specifically for brands that align with key values.
Although 12% of media professionals are worried about adopting contextual advertising, the good news is that incorporating contextual targeting into your media mix doesn’t have to be a headache. Thanks to current technology, contextual is multichannel and scalable, making it seamless to add to your digital strategy and a reliable means for reaching your audience, wherever they are.
Vitaly Pecherskiy is the Co-founder and COO of StackAdapt, a programmatic advertising platform. Amongst numerous accolades, StackAdapt is ranked as one of the fastest-growing technology companies in North America by Deloitte.