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Contextual Marketing is currently THE secret weapon of all advertisers. We will explain to you what that is exactly and what strategic advertising advantages you can derive from it.
What is contextual marketing?
Let’s start with the most important question: what exactly is contextual marketing? Contextual advertising works by recognizing editorial content and incorporating it into this advertising. This means that no user data has to be intercepted via cookies. Instead, the Placement of advertising via AI where users are most receptive to it.
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A contextual AI technology automatically recognizes content (images, videos and text) and the context in which they are located. For example, whether an article image is about a car, food, leisure activities, a travel situation or climate change. Several features are automatically classified for each image, text or video, assigned to a focus topic and certain advertising environments. If a customer books advertising on the topic of “green energy”, the placement of his product is automated in the editorial environment on this topic, for example in an article, picture or video on climate change. this happens without the help of cookies and fully GDPR-compliant, as there is no analysis of the user’s data, only the content of the cooperating publisher pages. Through the Combination of computer vision and natural language processing algorithms is the Categorization of online content extremely precise, which is absolutely crucial for advertising customers.
Contextual marketing brings you these 4 advantages
In the following you will find out which advantages you have contextual marketing for your company.
1. Relevant Campaigns
Since the content of the respective advertisements corresponds to the article read by the user, the user is picked up from exactly where he is already in the context of the topic. In the best case, one offers appropriate advertising the right solution for the user’s current concern or problem and thus appears significantly more relevant than advertising messages placed elsewhere.
2. Less problematic with regard to data protection
Data protection is regulated more and more strictly in many countries. Contextual advertising comes in all the way for targeting without building data management platforms or similar user profiles. In contrast to traditional online forms of advertising, the focus here is not on user data, but on the content of an article. This is the Privacy when targeting articles, i.e. the content, is less problematic than with user targeting.
3. No cookies necessary
A big advantage of contextual marketing: cookies are not necessary. Cookies track usage behavior and are increasingly regulated in Germany. In contextual advertising, this task is performed by AI technology, making this form of advertising a welcome one Alternative to tracking forms represents. In this way you also reach cookie refusers and data protection problems are avoided.
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4. No annoyed users
Probably the biggest obstacle in the Placement of effective advertising is obvious: the rejection and annoyance of users. Because anyone who surfs the Internet inevitably has to deal with ads that keep popping up. In the case of contextual advertising, the rejection of users is likely to be much lower. Because the topics played (identified by the special AI technology) are of interest to the user anyway and thus provide real added value – in contrast to conventionally placed advertisements.
