It’s not hard to see that the reign of the cookie is over. Google seems to be cracking down on behavioural tactics, and consumers are becoming more aware than ever. What does this mean for those who have, so far, relied on third-party data? The answer is contextual marketing.
It’s expected that between 2022 and 2030, contextual advertising is going to grow by 13.8% every year. There’s a good reason for this too. This kind of advertising puts a focus on targeting people based on the interests that they have, and not the way they behave online.
What is Contextual Advertising?
In simple terms, contextual advertising involves advertising on a page relevant to the content shown. This could be an advertisement for Samsung on a page about Black Friday deals for mobile devices. It could also include real money Blackjack games, on a page about learning how to play blackjack. With blackjack having several variants, including Power Blackjack and Live Majority Rules Blackjack, it’s not hard to see how this kind of advertising could be effective, as people are already showing an interest in the game, and therefore are interested in the information being shown.
Contextual advertising has a place in today’s world because it’s scalable, stable and performs well. The benefits speak for themselves too. 49% of media professionals are concerned about the restrictions regarding cookies, and data like this helps to support the fact that contextual advertising has a place moving forward. With contextual advertising, it’s easy to reach the right people at the right time. The content a user is viewing signals both interest and intent. As such, your advert is reaching people who are already in a strong frame of mind.
Targeting Niche Audiences
With this kind of advertising, an advertiser has the potential to target a topic, or an advertisement based on a collection of keywords. This can be done with precision, or it can be done in a very broad sense. Advertisers have the option of being able to be as niche as they want, with metrics accessible in real time. Optimising campaigns becomes easier, and this can ultimately improve profit and success. In-flight changes can also be made, to cater to the results being achieved.
With contextual advertising, the website page where your advertisement is being displayed is the core of your campaign. You can choose the topic, the subtopic and even the keyword, meaning that your ads are not going to follow a user into environments where they may not want to see your advertisements at all. This helps to give greater control as a whole while aiding you in achieving your goals.
Lastly, brand affinity. Consumers care about where they shop, now more than ever. They are also becoming more and more conscious of the environments where brands advertise. Contextual advertising is safe, and it gives brands the chance to connect to their audience with purposely driven messages. It also allows companies to align with customers who are searching for specific core values, which is more prevalent now than ever.
