Contextual advertising is a tool worth making good use of. Okay, so how? Your ad must show in the right place, at the right time, and with the right content. Why is it so important? According to 64%, advertising network users are annoying and intrusive. On the other hand, the 45% of Internet users no longer notices online advertisements, even if it is not blocking them. Therefore, the contextual aspect can provide a solution to this problem.
Contextual advertising is actually a very old and simple strategy. Many brands air TV spots during programming which are in various ways most appropriate as a "backdrop" for their products. Think of products for women whose commercials appear before, during, or shortly of the soap opera. What do you see when you watch the match? Before the first whistle and during the break. Beer or chips attract your attention for a reason. Contextual advertising is all about getting the right customer to see the most relevant message, at the most appropriate moment.
What is contextual advertising?
Contextual advertising is a way of presenting the company's offer to users of the Internet network (websites, e-mails, chats, discussion forums, instant messaging, etc.). Its essence is to match the content of advertisements to the content of the pages on which they are placed. Contextual advertising can appeal to your audience through graphic images, videos, links or animations. In the case of contextual advertising, the context is the king. This is the factor that defines the conditions under which the ad is to appear. In the case of websites, the context is the website itself, which has certain fixed parameters such as the page description, the page title, the content on the site, or HTML markup elements. Contextual ads can also be data-targeted key phrases or topics. The main rule is that contextual advertising audiences are supposed to receive messages tailored to their needs, and therefore also for their searches.
How is contextual advertising different from behavioral advertising?
While contextual ad targeting is done by matching keywords and topics, behavioral advertising is when ads are shown to users based on their online behavior. This could be your browsing history, the links you clicked on, the time they spent on the page or site, when they last searched for something, and how they interacted with the site in general. Users with similar profiles are grouped together and advertisers can target ads to a given group. This is usually called retargeting.
64% users find the online advertisements annoying and intrusive.
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For example, suppose you are looking for a new car. You start your search by typing "family car" or "off-road car". You are just starting your search, wanting to read the entire Internet first to make the best choice. What happens next? On the same day, when you go to Facebook in the evening, I only see ads for cars - family and off-road. This is behavioral advertising. Let us take another example in turn. You are still in the same situation - you are looking for a new car. In the course of your research, you start reading a blog about the best family and off-road vehicles available on the market. On the right you can see several family car sales ads, as well as a nearby car dealership selling only 4 × 4 cars. This is what contextual targeting is.
What are the benefits of contextual advertising?
Contextual advertising in the digital world has many advantages. The first is relevance. From the outset, you can assume that whoever sees your ads will find them more interesting. Where does this belief come from? Based on the context of the website being visited. Nowadays, web users are tired of the irrelevant ads. Irrelevant from their point of view. Publishing more personalized and targeted advertisements that are targeted at yours brings a much better effect target audience. Interestingly, if you can accurately assess whether a given context is the right environment for your ad, placing it next to the right content additionally strengthens the value of the text's message. It's also a great way to fight annoying ads.
Imagine this situation. An internet user is looking for information about hair care. He is reading an interesting article about masks that rebuild the hair structure. She is convinced that here she has found the solution to her problem! Well, it turns out that it is actually one click away from buying the product of your dreams. Because just like a genie from a lamp, contextual advertising appears before her eyes. It is not only in the right place. It is in the best possible place.
Is contextual advertising safe?
Brand security is an important issue in contextual advertising. What does it mean? There have been many funny and embarrassing posting situations in the past ads based on context. Think that your company specializes in organizing flights to Paris. It will make a difference when your ad appears in the context of the wonderful weather in this city or a cruel murder. Such mishaps, however, are less and less frequent. Current artificial intelligence (AI) technologies provide a more accurate understanding of the content. This means brands can now target their audience in a safe way.
Contextual advertising in a digital world means publishing material that is both creative and relevant. If you want to find out how to get the most out of your contextual campaign, contact us.