5 Truths About Contextual Advertising

October 23, 2019

Contextual Advertising is a digital advertising targeting tactic, which has seen a major recent resurgence. This is particularly in light of GDPR, CCPA and other regulatory movements that are changing the way technology providers can conduct digital advertising. Let’s take a look at what it is and what it isn’t to reveal 5 truths you need to know about this hot (again) term. We know it is a powerful method of connecting with consumers online. However, today we focus on what you need to know to use it effectively.

1. It derives meaning from data

Contextual Advertising is the process of using technology to deliver advertisements to people based on the context of what that person is looking at on a webpage. In order for this to happen, the technology needs to be able to sort data to identify page level content to recognize attractive or unattractive associations for your ad.

For example, a brand advertiser like Ford might not want their advertisement for the newest version of the Ford Escape to appear on a news article about a fatal, 5-car pile-up on the highway. However, an article about the recent popularity of SUVs and Crossovers on jdpower.com would definitely be the right place for the ad.

2. There are multiple ways to go about it

Technology enables advertisers to connect with their intended audience using this tactic in a number of ways. Here are the contextual technologies that currently exist:

• Content category – identify page level category
• Keyword – identify specific words
• Semantic – decipher meaning of page content
• Image Recognition – recognize and images on a page

3. It is a tool to manage Brand Safety

The Ford Escape example above sheds light as to how Contextual Advertising might help to prioritize Brand Safety. By allowing advertisers to avoid certain terms, images or phrases, they are in control of the contextual experience a user has with their advertisement.

4. It is necessary to layer other targeting tactics

Contextual Advertising is not behavioral advertising. For example, an anti-age wrinkle cream ad may target beauty category content, but the advertiser would only want it to be seen by users 40 YOA+. Behavioral advertising allows you to access a variety of other information that improves the relevance of your ad. Things like geography, demography, interests, and etcetera can all be considered.

5. Performance campaigns should always use it

Use Contextual Advertising on all Direct Response / Performance oriented digital campaigns. It ensures the advertisement is placed in relevant ad spaces even though it may narrow the potential scale of reach. In addition to protecting your brand from potentially damaging environments.

We are experts in Contextual Advertising and would love to share our knowledge with you. Get in touch with us to find out how you can succeed with digital advertising.