An introduction to Contextual targeting.
What is contextual targeting?
Contextual targeting enables advertisers to target audiences based on the content and environment where the ad will appear, i.e. based on the content the user is engaging with.
For instance, if you’re a Payroll Provider, you can target potential new customers at the top of the funnel exactly when your audience is researching payroll software capabilities. At their core, the main focus for most campaigns is still to reach the right person at the right time with the right message. Nothing new. Contextual targeting is a great way to reach that maxim.
Traditionally, contextual targeting has centred around the use of keywords in text-based content online. You curate a list of keywords that’s relevant to an audience or product and target your audience based on the content they are engaging with across the web. While this is an incredibly effective approach, nowadays contextual targeting also covers sentiment, intent, the device it's being used on and is now including even video and audio content.
I would be remiss to not mention the role it plays in brand safety as well. Contextual targeting is of course also used to ensure brand safety by analysing content of certain pages and excluding placement on verticals and websites that are deemed to be ‘unsafe’. Brand unsuitability or vertical adverse content can have just as negative impact as a brand unsafe environment. Research from IPG Media in association with BMW shows after seeing a particular brand in an unsafe or brand unsuitable environment brand quality perception drops 7x (decline) and purchase intent is stifled 2x (decline)
With the upcoming change in the role (or even existence) of the cookie and the weekly updates around online data and privacy, contextual targeting’s importance in the overall marketing mix has increased once again.
Here are some of the benefits of contextual targeting:
Reaching niche audiences
Using keywords you can target niche audiences and/or products that typically may not have obvious web pages or environments. It empowers you to not just rely on certain sites but use more inventory and reach your audiences in places you may have not considered before.Timing
Rather than just concentrating on past behavior, contextual targeting allows you to target your audience at the perfect time and in the perfect environment.Customisable segments
You can increase the effectiveness of your contextual targeting by building bespoke segments based on keywords more specific for your audience and/or product.Brand safety
A huge feature of contextual targeting is the ability to make sure your ad appears in environments and amongst content that fits your brand.Multi-geo
Contextual targeting enables you to easily segment your approach based on the language of your desired location. Perfect for multi-geo campaigns.Cookieless
It doesn’t rely on cookie or any personal ID data.
If you would like to discover how contextual targeting can help you reach your audience more effectively, lets chat.