Contextual ad targeting refers to the term of displaying ads based on a website’s content. Nowadays, contextual ad targeting has made a comeback. Its annual revenue is expected to reach $166.2 billion by 2025. In addition, consumer privacy has made marketers find alternatives to advertise by tracking consumer behavior, meaning targeting contextual ads.
Many people mistakes context as behavior. However, they are not the same. The major difference between contextual targeting and behavior targeting is that contextual targeting includes articles, videos, and blog post which is reachable via keywords.
Meanwhile, behavior targeting includes observing buyer’s behavior and use that to plan the marketing strategies. Contextual ads are highly relevant as viewers are only seeing the content they are interested in, reducing the chances of ad closing.
Furthermore, contextual targeting takes care of consumers’ privacy as marketers get similar data without using the cookies. As a result, it gives a better idea of consumer’s preferences and interests.
Here are a few ways you can improve your contextual ad targeting while maintaining consumer privacy.
Brand Safety
If your marketing content is purely based on keywords and phrases, it can damage your brand’s safety if it’s not understood appropriately. For example, an ad for herbs and spices is effective on a cooking page, but if the article shows the side effects of spiciness, it creates a negative impact.
Nowadays, natural language processing and AI-powered technologies are helping marketers to overcome the issue of brand safety by enabling a better understating of the content.
In real-time, you can analyze NLP algorithms for contextual contents, such as text, speech, images, meta-data, and geo-location. It can help you find out the negative keywords and ensure that your ads are positioned properly on a relevant page.
AI makes it easier to determine and implement the appropriate targeting keywords for contextual advertisements.
First-Party data, Partnership, and Creativity
Along with AI, marketers are implementing numerous other techniques, such as first-party data, Partnership, and Creativity, to improve their marketing strategies. For example, you can find out customer’s interests and create your marketing segments accordingly. When you deliver a personalized experience to your customers, you’ll get higher conversions.
Also, you can form a partnership with big brands to get user information. With that data, you can determine what kind of products they are searching for. This way, you can create your ads targeted to a specific audience.
One of the best ways to get customer’s attention is to shower them with creative ads. The more creative your ads will be, the more attention you’ll get. For example, look at Coca-Cola’s advertisements. They demonstrate a powerful message with amazing Creativity. In addition, you can find numerous examples of creative contextual advertisements that caught user attention.
In a nutshell, you can protect consumer privacy and enhance your contextual targeting to improve your conversions. If you understand the marketing fundamentals, you can leverage contextual ad targeting to enhance your conversions. To ensure your ads are getting delivered to the right audience and demonstrating the correct message, you need to address consumer privacy along with contextual targeting.
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