Triggered by privacy laws like GDPR, brand safety challenges from programmatic buys and the need for personalized experiences, contextual advertising is back on top.
The idea of advertising to someone based on the context of what they’re looking at is hardly new, but it fell out of favor with digital’s focus on behavioral tracking and audience building. GumGum’s “Contextual Advertising: The New Frontier” notes that we’re now entering the era of contextual 2.0, where advances in computer vision can decipher the visual content of a publisher’s page. It’s premium, relevant and safe.
Check out the complete report “Contextual Advertising: The New Frontier.”
A YouGov survey found that almost half of U.S. advertisers (49 percent) are doing contextual targeting, more than are focused on demographics, geo-location or behavioral approaches. Why? Agency experts in the GumGum report note that contextual advertising delivers quality outcomes. “Measurements like clickthrough rate are actually going up when contextual targeting is overlaid…it triggers a level of trust in relation to the brand,” says a media supervision from SapientRazorfish.
To get more insights into why context is once again king, click on the link below.
