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Breaking Misconceptions Regarding Contextual Advertising

Contextual Advertising 2021

Following the elimination of third-party cookies as well as increasing brand suitability and safety concerns, marketers are progressively embracing contextual advertising. Yet there are dominating particular misconceptions that are making some marketing professionals reluctant in applying contextual targeting.

This short article attempts to breast these misconceptions, to make sure that marketing experts obtain a crystal-clear image on contextual targeting.

Misconception 1: Contextual advertising is an easy, keyword-based method

It holds true that formerly contextual ad placement was based completely on keywords, however, this is not the situation currently. Today, we have artificial intelligence-powered contextual ad technology that provides exceptional outcomes.

Traditional contextual advertising entails targeting wanted keywords in internet addresses, titles, meta summaries, tags, web page material, and so on for positioning of appropriate advertisements. In a similar way, standard brand safety methods entail preventing advertisement positioning against material having blacklisted search phrases.

Traditional keyword-based methods can lower a campaign's reach by classifying safe content as harmful. They do not recognize subtleties in context. This constraint has now been removed by artificial intelligence powered innovative contextual targeting technology. This innovation provides maximum reach while making sure placement of ads against safe content.

Misconception 2: Contextual advertising effectiveness is less than cookie-based strategy

This is entirely false. Research study reveals that contextual advertisement targeting provides higher neural engagement and also advertisement recall when contrasted to arbitrary advertisement positionings. Furthermore, it has actually been discovered that there is a substantial boost in customers' product acquisition intent when they are revealed to advertisements that are contextually appropriate to the web content they are taking in.

The outcomes of an advertising study, in which over one thousand individuals got involved, reveal that for most of the customers, it is essential that advertisements which they see on a website are contextually appropriate to the website’s content.

Most of the study's participants revealed boosted favorability for brands having contextually appropriate advertisements. Memorability for contextually appropriate advertisements was additionally discovered to be substantially higher than arbitrarily positioned advertisements.

Misconception 3: It is less inexpensive in contrast to cookie-based approach

When considering cost, contextual advertising is much better than behavioral advertising that uses third-party cookies. Study reveals that eCPM), price per click (CPC), and vCPM for contextual advertisements are considerably lower than cookie-powered advertisements.

Misconception 4: Contextual advertising provides same outcomes, regardless of the vendor

Although marketing professionals must constantly go with AI-based contextual ad placement over the keyword-based method, no two artificial intelligence vendors are the same in driving outcomes. Marketing experts ought to select a vendor that has several years of know-how and experience. The selected vendor needs to have trained, polished as well as effective artificial intelligence algorithms.

This article will certainly assist marketing experts in better comprehending contextual advertising and in adopting it in their marketing strategy.

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