The digital advertising industry is witnessing major changes such as user privacy regulations, cookie deprecation, and rising brand safety and suitability issues. Marketers are now exploring new ways to reach their target audiences.
In order to achieve success in their digital advertising endeavors, marketers need to switch to contextual suitability in terms of contextual advertising and contextual brand suitability.
Leverage contextual advertising
Contextual advertising helps brands cast maximum impact on consumers. It is definitely the best way to advertise in the post-cookie era. Contextual advertising or contextual targeting involves placement of contextually relevant ads in or around content being consumed in order to have a positive and memorable imprint on the minds of people.
In order to understand contextual advertising, one can cite an example of a tourism company that wants to reach young people interested in holiday packages. In order to reach the right audience at the right time, it can place its ads against textual or video content featuring a trip to a holiday destination.
Contextual ads offer a great way to build a strong relationship with consumers, but contextual suitability has more to offer than just the placement of relevant ads against content. This more comprises of brand suitability, and it is very important in building consumer trust.
Contextual brand suitability
Brand suitability involves use of practices that prevent placement of ads against content that is considered inappropriate or not suitable for a specific brand. In order to pinpoint what is suitable or not suitable for a brand, marketers should possess knowledge about the nature of products and services that the brand provides. For instance, ads of a sport motorbike brand should be avoided against content talking about sport injuries.
When deciding on brand suitable content for a brand, marketers should also take into account suitability from the social and political perspectives. Marketers should also take a note of very fine differences that are present between different cultures and languages spoken around the world. What is considered acceptable in a country may be entirely unacceptable in another. Inclusion of the above-mentioned factors in brand safety and brand suitability strategy allows for more precise blocking of inappropriate content.
Contextual suitability enables marketers to engage high-value audiences by delivering ads in an optimal, brand safe and suitable environment. Contextual ads resonates well with the consumers, thus casting a lasting and positive impression on their minds. Leveraging contextual suitability leads to increase in purchase intent of consumers, and thus, sales get boosted.
