Forging a future-proof advertising strategy: Top 5 reasons to go contextual
One thing that will never change in the advertising industry is the need to reach the right audience in a way which results in desired action taken by the user. Cookies have played an important role in delivering the desired results for a long time. But it also created new challenges for the advertisers.
Addressing the elephant in the room first, user’s privacy. Cookie based personalized ads left users with the feeling of being followed online. Another significant challenge was brand safety. The wrong placement resulted in damaging the brand’s reputation and brands have also faced revenue loss as a consequence.
So where does all this leave the advertiser?
All the chaos led advertisers towards contextual advertising.
Contextual Advertising is a powerful approach in the ever-shifting advertising landscape. Advertisers want to effectively connect with the audience, consumers want personalized ads but do not want advertisers to leverage their data. To make the ends meet advertisers have opted for a contextual targeting approach where ads are aligned with the context of the webpage a consumer is viewing.
However, according to MarTech, 75% of advertisers are still dependent on third-party cookies and 45% spend a significant amount of their budget on them.
1. Relevancy
According to a research, 79% of consumers have agreed that they are comfortable seeing contextual ads and 65% shared that they would be tempted to buy from a brand whose ads would be relevant to them while viewing.
These stats prove that relevance is the key to drive engagement. When ads reach the right audience at the right moment it drives them towards the desired action. AI and Ml can help advertisers in providing analysis of consumer behavior like human-mind. With help of analysis advertisers can provide tailored ads to the users offering a personalized ad experience.
2. Privacy First
The seismic shift began with the issue of privacy. since users aren’t comfortable with behavioral targeting. The good news is contextual advertising doesn’t rely on the cookie jar. Computer vision and NLP extract the relevant ad opportunities based on the contextual triggers, offering users a personalized ad experience.
3. Brand Safety and Suitability
Brand safety has been a big concern for advertisers as they directly impact the brand’s image because no consumer wants to associate with a brand that has a controversial reputation.
Contextual advertising is a win-win approach for all. It provides privacy to users by relying on the content and brand safety to the advertisers by going beyond whitelist and blacklist keyword targeting.
4. Personalized Ad Experience
Users today live in a paradox which means they want personalized ads but don’t want to share their details. Contextual targeting creates segments based on consumer behavior which helps advertisers in highly granular targeting.
Contextual targeting boosts ROI as it leverages the already generated interest of the user and personalized ad experience works as an additional advantage.
5. Draws Attention
Relevancy grabs eyeballs and advertisers thrive to get the attention of the end-user. Advertising depends on the attention of the user, contextual targeting helps in captivating the mind of the user by leveraging relevancy.
Conclusion
With 2024 around the corner, advertisers and brands have shifted to contextual targeting. Some brands have experienced higher return on investment and return on ad spend. Harness the power of contextual advertising and give a boost to your campaigns.
