Google Chrome is all set to phase out these cookies soon. This might come as a blessing to users, however similar is not the case with advertisers. Targeted advertising using third-party cookies has helped brands for years in tracking users across different sites.
The major concern remains to find an alternative or substitute to third-party cookies that will not only target the correct audience but also provide a positive ROI with effective campaigns.
This is accomplished by contextual targeting, which includes segmenting advertising based on criteria such as keyword or website subject.
What is Contextual Targeting?
It’s pretty simple and easy! Contextual advertising or contextual targeting is ads shown based on the context of the target audience group. It resembles seeing a sports shoe ad on a sports news channel or website. Contextual advertising centers around the context of the customer rather than who the customer is. Similarly, the requirement for demographic and psychological information of the client to show the right ad is eliminated.
For example, you might have seen ads for running shoes on a news article featuring a 100 km marathon or ads for headphones on a computer-selling eCommerce website.
Is Contextual Targeting a New Form of Marketing?
No. If you’ve been in online advertising for over ten years, you must know that the answer to this question is no. Contextual targeting has been used for quite a long time in all media, not just online advertisements. However, because of the development of user-tracking techniques, advertisers have moved away from contextual advertising.
How Contextual Targeting is a Smart Form Of Advertising?
Less Reliance on User Data
Contextual ads can be a perfect solution to the cookie issue, which is the most crucial issue advertisers have faced in recent times. Since the targeting in contextual marketing depends on the context, not the behavioral data of the client, the reliance on cookies that create data privacy issues has decreased.
Less Ad Fatigue
One of the most significant inconveniences of behavioral advertising is that it displays the same advertisement to the same user repeatedly. In contextual targeting, although the same ad is often shown to the user, advertisement fatigue is decreased because these advertisements are relevant to the content the user is consuming.
Brand Image Protection
Undoubtedly, one part of safety is legal compliance. But, the image can be something trickier to protect, especially because advertisers can’t always control where their ads are displayed. Often, brands have faced trolls because they showed their ads on adult sites or with extremist perspectives. It, however, was an outcome of user activity. In contrast, Contextual advertising puts the webpage at the center of things. The brand has command over that web page by specifying the topics, subtopics, and keywords that connect with the promotion.
The primary assumption supporting behavioral advertising is that clients want to see advertisements related to general trends in their surfing conduct. But, it could also happen that their current needs don’t fall in with those trends. For example, somebody reading home appliances may not need to see advertisements about website designing services, even if they have recently searched for them. On the other hand, a YouTube contextual ad for healthy protein powders might be more relevant to their present state of mind and draw in more clicks.
No Worry about Banner Impairment
There is a common phenomenon where clients have learned to ignore ads. For example, a bus ticket booking site running advertisements for a bus review platform makes better sense than displaying YouTube contextual ads related to women’s clothing.
To know more about contextual advertising, read our blog on Contextual Advertising Is More Cost-Efficient Than Behavioral Advertising