Tim from Silverbullet explores contextual targeting in the Adtech space & dissects the role of the same in the life of a savvy digital marketer & advertiser.
Today’s increasing privacy concerns, coupled with the cookie’s demise, means marketers now need to deliver more personalised campaigns, in real-time and at scale
More importantly, they need to demonstrate empathy and present their messaging in brand-safe environments. This is where the power of contextual targeting comes into play.
Contextual targeting is a way to target relevant audiences using keywords and topics derived from the content around ad inventory, that doesn’t require a cookie or another identifier. Here are some of the key benefits of contextual targeting, and why it’s a must-have for any savvy digital marketer or advertiser.
1. Can provide context beyond text
Truly effective contextual targeting engines are able to process all types of content that exist on a page, to give true 360-degree guidance as to the page’s semantic meaning.
Advanced contextual targeting analyses text, audio, video and imagery to create contextual targeting segments which are then matched to particular advertiser requirements, so that advertising appears in a relevant and appropriate environment.
So for example, a news article about the Australian Open may show Serena Williams wearing sponsorship partner Nike’s tennis shoes, and then an ad for sports shoes could appear within the relevant environment. In this instance, the environment is relevant to the product.
Some advanced contextual targeting tools even have video recognition capabilities, where they can analyse each frame of video content, identify logos or products, recognise brand safe images, with audio transcript informing it all, to provide an optimum environment for marketing within and around that piece of video content. This includes, importantly, every frame within the video, and not just the title, thumbnail, and tags. This same type of analysis is also applied across audio content and imagery, to ensure the site as a whole is brand-safe.
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Brand safety is an absolute must for marketers moving forward in this politically and economically volatile environment and could even make the difference to staying in business.Brands are now having to pull ads regularly because they appear in inappropriate contexts, with 99% of advertisers concerned about their ads appearing in brand-safe environments.There is good reason for concernStudies have shown ads that appear near negative content result in a 2.8 times reduction in consumers’ intent to associate with these brands.
Additionally, two-thirds of consumers, who previously indicated high purchase intent for a brand, were less likely to buy the brand after being exposed to the same company’s ad appearing with inappropriate content; plus the consumer’s perception of that brand went down by seven times.Contextual targeting: a new layer of brand-safe intelligenceThe good news is, contextual targeting ensures brand safety by analysing content and excluding placement on verticals and content deemed to be unsafe.
Truly effective contextual targeting engines are able to process all types of content that exist on a page, to give true 360-degree guidance as to the page’s semantic meaning.
Good tools allow for more sophisticated approaches than simple keyword matching, and allow marketers to nominate environments they want to include, and importantly, the ones they want to exclude, such as content using hate speech, hyper partisanship, hyper politicalism, racism, toxicity, stereotyping, etc.For instance, solutions such as 4D enable advanced automatic exclusion of these types of signals through exclusive integrations with specialist partners such as Factmata, and other contextual signals can be added to enhance the safety of where an ad appears.
Apart from that you can also target your placements, websites as per your product and services.
A seasoned digital marketing company can plan a result oriented strategy for you.
Learn more: Contextual Advertising: What is it and How it Works
