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What is the Contextual Advertising Boom, and How Can Brands Benefit from It?

Contextual ad targeting is obviously having a moment on an increasingly privacy-conscious web. Reddit, the self-proclaimed "first page of the internet," has announced the acquisition of Spiketrap, an audience contextualization startup.

Similarly, TikTok launched TikTok Pulse, a new contextual advertising solution in May that allows brands to display next to top-performing content on the all-important 'For You' page.

Google's search for an effective solution for intrusive third-party cookie monitoring and targeting has also led it to focus on 'Topics,' which gives users a set of interests based on the websites they have visited, prompting similarities to contextual targeting.

So, what do we mean when we speak of contextual advertising? Why is this sort of advertising, which was once the dominant method of internet ad targeting before giving way to behavioural targeting, enjoying a revival in popularity? And how can brands can leverage it. 

Contextual Advertising- Meaning 

From reading ads for a 'laptop' on a newspaper's "Science and Technology" page to viewing a 'shoe ad' on a YouTube video of "5 running advice for beginners". Contextual advertising has always been effective and relevant!


Contextual advertising is on the increase in the year 2022! It is a powerful and successful approach of reaching the target audience by showing adverts on a webpage that corresponds to the content of the ad. At the same time, it ensures a consistent ad experience for both advertisers and viewers.


Let's look at few instances to better understand contextual advertising:


If you're reading a movie review website, you can notice advertisements like "buy movie tickets" or "sign up for a movie streaming service."


How Can Contextual Advertising Utilized to its Full Potential? 


1. Budget-Friendly Advertising Method


As we all know, behavioural advertising necessitates a big quantity of data, techniques for gathering and understanding it, strategies for utilising it, and people to help with the process. For firms with limited resources and customer data, adopting the behavioural targeting strategy becomes challenging and impracticable.


As a result, contextual advertising demonstrates its value in this environment, providing a straightforward and low-cost option to targeting the relevant population.


2. Complete User-Privacy


Contextual advertising is one of the most successful advertising methods to use since it does not demand any sensitive personal information. This has proven to be the most effective technique for marketers that want to ensure that their adverts appear on compliant pages.


3. Brand Safety & Suitability


Brand safety and acceptance are seriously jeopardised by behavioural advertising. Contextual targeting, on the other hand, inserts the campaign on the web page where the ad appears. It is now up to the individual to select the themes, subtopics, and keywords. This decreases the likelihood of your adverts following a person to a site where they do not want to see the ads and you do not want them to show.


4. Relevant but Not Intrusive


Some firms' commercials stick with customers long after they've made a purchase. This does not leave a positive image with customers since when advertisers continually target their customers, terrible advertising results. Contextual advertising serves its purpose here by displaying appropriate adverts without annoying the viewer. As a result, there is less possibility of a person being followed by advertising if it is related to the material they are now viewing.

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