Read on if you are interested in know our top 10 facts and trends about contextual advertising.
1.Advances in Matching up relevant data to customers- AI in advertising
The algorithms used are under constant development in order to improve how accurately ads match the user’s preferences. These past few years have seen a huge leap in targeted advertising, where the message is made to “adapt” to the viewer. The quest for advertisers, for a long time now, has been to make sure that the information they are putting out there is really relevant. Artificial intelligence is a way of doing this: it gets rid of the detective work in targeted advertising. With the ability to dip into a pool of relevant information regarding its users, advertisers can make sure that “useless” information, that can go against a brand’s positioning, gets stopped in its tracks. This means two very important things for Vertis Media‘s dedication to storytelling: relevance and cost effectiveness.
2.Content continues to reign
When engaging with a brand, users have come to expect a wealth of information on more fronts: videos, social media posts, blogs and other types of authentic content. Everyone has caught on to this “trend” which means that in order to stand out, content has had to be more and more interesting.
AI can contribute to building a better content strategy. By “improving” the target audiences, businesses can more effectively narrow down the focus of their stories, blog posts, videos and other content pieces to engage their users more effectively.
The “right to be forgotten” that GDPR now implies means that businesses can no longer collect information about people without their consent. Explicit consent. Personalised data is essentially the heart of a targeted ad campaign, so what to do?
The correct answer is contextual advertising! How? By finding out the characteristics of a target audience based on the web pages visited. General data about the interests of visitors to that page provides the context needed of how to make information attractive to those users.
4.Video, video & more video
Video is becoming the most important advertising channel and this is set to rise in the future. And what better way to involve audiences than to enable them to participate in creating those videos. The creativity of recent generations could take brands far by getting them on board with the creative process of sharing information.
As consumers are moving away from linear TV and toward a type of smart TV viewing, advertisers will also, aligning themselves with the new on demand viewing experiences.
2019 is likely to see brands that will allow for organic use of the devices, with ads that direct consumers to specific products or services. To reach audiences, brands are using new and innovative ways to get the message across.
7.Personalisation & Contextual Advertising
Ways are being found to ensure the messages displayed to the users are “tailormade”. Ads in the future will also be able to gather the info necessary to provide the user with options that are relevant through personalisation.
8.“Billboard targeting” & Contextual Advertising
Businesses are planning to give their billboards “eyes” that can scan peoples’ faces who are passing by. The software will be able to pick up on the number of people who go past and the length of time they looked at it. For the past few years, Google has been testing programmatic ad technology, normally in use for the web, for billboards. Google’s access to extensive information on mobile location data means it can target digital billboards in ways that competitors like Facebook can’t.
9.Customer participation & Contextual Advertising
User generated media will be used through audience participation. Companies will aim to gain more information from their users in order to involve them. In this way, consumers will be interested in those messages that are more relevant to them.
10.Mobile Augmented Reality (AR)
Mobile AR saw a leap from 100 million to 250 million users. A BRP report showed that 48% of consumers were more likely to buy products from retailers that were also providers of AR experiences.