Definition
Contextual advertising is a form of advertising adapted to a specific context and addressed to a specific group of recipients. This type of advertising perfectly matches the content of the website on which it is presented, arousing the interest of users. Most often it takes the form of banners or text links.
Contextual advertising – interesting facts you need to know!
Contextual advertising is very well suited to the website's content. How does it happend? All thanks to the use of algorithms that carefully analyze the content there and then select advertisements that match it. In practice, when browsing a website about physical activity, we may see an advertisement for, for example, sportswear.
Contextual advertising is displayed only to selected users. The system itself will decide who these will be, based on the context of the queries they enter in the search engine and the history of the pages they view. Contextual advertising is therefore closely related to the interests of a given user. Scanning bots play an important role websites in terms of selected key phrases, and then select specific ads for them.
Contextual advertising – the most important information
Where can you find contextual advertising? First, in the Google search engine. We can see these types of ads both before and after search results, but most often we find them at the very top of the page. We also often see contextual ads on Google partner sites, the most popular of which is YouTube.
We can distinguish two main "styles" of contextual advertising. Firstly, using your Google account details. When creating such an account, each user voluntarily consents to access to information about themselves. There you can find not only data about your current location, but also information such as age, gender and marital status. This way, individually tailored ads reach the right person. The second method is cookies, commonly called cookies. These files store data important to advertisers regarding past purchase decisions and user interests, which help create personalized advertising offers for them.
When talking about contextual advertising, it is worth noting that there are several different types of these types of campaigns. First of all, they can take the form of text ads, which consist of a fragment of text usually containing a title, description and link. Another variety is text-graphic advertising, presented in the form of an attractive banner with graphics. In addition, there are also video ads, i.e. content from short videos, and advertising campaigns adapted specifically for display in mobile applications.
Contextual advertising is displayed to a given person provided that he or she meets the established criteria. This may be, for example, the user's age, but also his interests. This second criterion can operate on a very wide scale and promote products from many areas. Location is also important. Following this criterion, you can display offers, for example, from local entrepreneurs. The time of day may also influence the appearance of contextual advertising. Then a different ad will be displayed in the morning, and the algorithm will offer something different to web users in the evening.
Summary
Contextual advertising is distinguished by the best adaptation of the message to the recipient. All thanks to the fact that its recipients are selected based on their own search results. The most important task of contextual advertising is to increase sales. It can also be used to disseminate information about the introduction of a completely new product or service to the market, or to promote an event as a form of remarketing and constantly increasing brand awareness. Displaying contextual ads also helps in acquiring new leads and building a customer base. All this affects sales and greater interest in the product, service or the entire brand.
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