Contextual
This is a great tactic that provides high impact, cookie-less advertising in places where your active or passive audience is already looking. It’s all matched by interest, so you know your audience is in the right mindset.
Contextual targeting or Contextual advertising will place your ad on a website that contains content that is relevant to your ad. By literally ensuring the context is right, you have a higher chance of grabbing the interest of your audience and getting them to know who you are.
This is Location Based Marketing that’s all about the location of your ad instead of the location of your audience. Your ad could be anywhere across the internet. What matters is that it’s relevant to you.
As an example, a package holiday provider will have much more success in placing ads on websites that contain reviews or information relating to specific destinations. An automotive retailer will get much more bang for their buck by showing their ads to users who are reading the reviews of the latest car models. A food retailer will drive better engagement and conversions by placing ads next to recipes, as opposed to clothes.
With so much content online and so many websites dedicated to specific niches, Contextual advertising can work for any business.
Are you interested in finding out more?
How it Works
Build Affinity
The user has actively searched for, found and taken their time to view the content on the webpage. Clearly they are interested in that topic. As with any area of marketing, a more interested audience means better clickthroughs and conversions.
By showing your audience an advert related to the topic they’re viewing information on, you’re engaging with people at a key moment, creating relevant awareness and consideration about your product or service. Marketers know timing is crucial. A key benefit of Contextual targeting is that it uses active behaviour, not past search behavior.
Cookie-Less
A huge advantage of Contextual advertising is that it doesn’t use third-party cookies. It instead uses on-page data, relying on metadata like keywords and website linguistic content. With third-party cookie deprecation and consumer attitudes to privacy shifting, marketers can use this cookieless targeting option to overcome these challenges.
Without being invasive, brands can use compelling data to target and personalise their advertising messages to the right audience based on people’s current online activity.
See how it could work for you
You can dip your toe in the water with Contextual by opting for one of our Pilot Campaigns. It can be a cost effective way to see how it could work for you.