You’ve identified your audience. You’ve curated the (seemingly) best content. You’ve identified your channels. Yet, your advertising efforts don’t pay off. Have you ever wondered why?
The Power of Context: Why Contextual Advertising Is a Game-Changer
Today, it’s impossible to imagine any kind of advertising that isn’t based on customer behavior. With customers using a variety of channels to research products and communicate with brands, every link that they click on, every video they watch, or every website (or store) they visit must be considered to craft your advertising strategy.
But it’s not just the right strategies or the tools that can drive the best results from your advertising efforts. Although customer behavior plays a huge role in how your advertising initiatives fare, in today’s era of evolving customer needs and data-driven marketing, behavioral advertising isn’t the best way to serve relevant ads.
It Depends a Lot on the Current Context – Not Only on Past Behavior
For maximum impact, any marketing or advertising content you deliver to your customers has to be done contextually. Targeting audiences, crafting content, and placing ads based on context can reap several benefits for brands. For example, delivering an ad for shoes to customers surfing a site on the benefits of running is a great way to improve the relevance of your ads and the likelihood of a click – or, better still, a purchase.
Similarly, for customers who are booking their next beach holiday, offering advertising content for sunglasses or hats can go a long way in improving customer satisfaction, boosting sales, and driving revenue for your brand. So, what makes contextual advertising different from behavioral advertising?
Behavioral advertising considers customers’ past behavior to deliver relevant ads or campaigns. But it in no way takes the environment in which customers are currently located into account. For instance, a customer who recently purchased an umbrella on a weekend trip to rainy Oregon would not engage with an ad for raincoats once back in Arizona. Delivering an ad just based on customers’ purchasing history doesn’t necessarily translate into interest or sale. Brands must also consider the current context to increase the likelihood of engagement.
Contextual Advertising Is an Excellent Way to Boost Engagement
Consumers today are becoming increasingly mindful of where and how they shop and the environments where brands advertise. With the number of products ballooning and with every brand delivering ads across every channel, device, and touchpoint, the problem of information overload has become rampant.
Contextual advertising makes it far easier for brands to connect with consumers and drive purpose-driven messaging. It allows them to engage customers who are specifically looking for brands that understand their needs and align with their key values. It also allows brands to enable scalable, multichannel messaging and offers a reliable means for reaching audiences wherever they are.
With more and more brands finding it challenging to strike the fine balance between personalization and privacy, contextual advertising allows for secure, data-driven marketing. Here are 3 aspects that make contextual advertising an excellent way to boost engagement:
- Relevant: Contextual advertising enables brands to reach niche audiences at the right time and the right place. Targeting audiences that are in a receptive frame of mind and ready to take action allows advertisers to enhance the chances of engagement and boost the probability of conversion.
- Cookie-less: As restrictions around the use of third-party data collection grow, contextual advertising is a great way to target audiences based on keywords, online behavior, and other metadata. This cookie-less targeting methodology enables brands to show ads to users based on the content they’re currently consuming and in the right context.
- Agile: Contextual advertising campaigns are also a great way to respond to evolving needs and market dynamics. Since they are served programmatically, advertisers can review real-time metrics to optimize content and placement as needed. Also, because ads can be verified and served on relevant domains, brands can make necessary adjustments and curtail ad dollar waste.
Fuel Contextual Advertising with Aroscop
With the global contextual advertising market size projected to grow from $12.49 billion in 2022 to $26.10 billion in 2029, now is the time for brands to kickstart their contextual advertising efforts.
Aroscop offers several tools that enable contextually relevant advertising. For example, Aroscop’s media planning and audience-building engine enables the identification of the right supply sources, domains, & URLs. By adding a data layer to get clear audience segments and contextually relevant content cohorts, the platform deploys machine learning to expand and narrow audience pools to meet specific advertising goals. Using Aroscop, brands can target audiences based on unique keywords and reach out to users while they are in the right context.
Similarly, Aroscop Studio offers the perfect art and science for successful campaign delivery. Using the Studio, brands can craft messages in the format of their choice and craft an ad design that resonates with audiences. Likewise, using the Aroscop Programmatic Platform, brands can reach their audience using varied targeting parameters and deliver campaigns to the right audience, at the right time (context) and in the right format.
Reach out to us and explore the range of context-based advertising tools and platforms today!