No-one is denying that paid advertising on platforms such as Facebook or Google, for instance, can be effective as part of a wider media campaign. But, if what you are aiming for is to actually get results in how a brand is perceived, what you need is a native contextual campaign strategy.
Social Ads vs Contextual Advertising
So, what is the difference between advertising solely on social media and contextual advertising more generally?
Both cases require a financial commitment, however these two different modes of advertising couldn’t be more different in the results they obtain. It’s all a question of, what Vertis Media defines as, tuning into the “user mindset”, capturing your ideal customers when they are fully engaged in relevant content.
Advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning. When and where an advert appears is just as important as what appears. If the only time your advert comes up is on social media then your targeted user’s mindset is probably not tuned in to what your goals are at those moments in time. The reason they are on social media is probably to check out what their friends are doing or look at cute dog pics. If, on the other hand, they are online already engaging in content that has links and shares relevance with your brand then it will be more effective because they will be of more interest at that moment in time- they will have the right mindset to embrace and welcome the information you are providing.
The real impact of Contextual Advertising
Contextual advertising also offers the greatest variety in terms of formats by including microsites, infographics, videos, web series, blog style articles written in first person or traditional articles, interviews and much more. It tells a larger story where brands play a contextual role that involves a client passing on some control to the publisher purely because a publisher can more readily contribute to creating content that blends seamlessly within the publishing platform’s environment. The end result is contextual and impactful content, and the start of new modalities in terms of formats to play with that capture users when they are in the right frame of mind.