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How Contextual Targeting Will Help You Stay Ahead Of The Curve

07 Jun, 2021

contextual targeting

Modern Advertising and Contextual Targeting

The importance of delivering the right message at the right time is not lost on advertisers around the world, but owing to the recent changes in the way third party cookies are being phased out, digital advertising is set to change for good. 

So how can marketers gear up for the challenge? 

Enter Contextual Marketing!

What is Contextual Targeting?

Contextual targeting can be best described as advertising based around content rather than data. 

      Users are likely to remember a contextually relevant ad 2.2 times better

Consider this. You’re watching a YouTube video about cats and just when the cute cat turns to her food bowl, you’re served an in-video ad about pet food. You might not click on the ad, but since its moment of delivery was just right, it made an impression on your mind. That’s contextual targeting at work. 

      Contextually relevant ads generate 43% more neural engagement and 2.2 times             better ad recall

The numbers seem promising, but 

Why do you really need contextual targeting? 

The most popular browser in the world, Chrome has announced its intentions to stop tracking third party cookies. This means advertisers around the world are facing the dilemma of not being able to serve digital ads to the right audiences. 

      By the year 2022 Google Chrome will block all Third Party Cookies 

With cookies gone, marketers will no longer be able to sell services based on behavioral data.

     91% consumers will shop with a brand that offers relevant recommendations and offers        

How is Technology driving contextual targeting

Marketers are now looking towards Artificial Intelligence to help them place relevant ads for the right audience.

     71% of B2B marketers are interested in using AI for ad personalization.

With AI filling the void that cookies will leave behind, advertising firms can confidently step up to the challenge and give their marketing campaigns a razor sharp approach that will deliver on all fronts. 

 

References:

 

 

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