Until not so long ago, contextual solutions for advertising served two main purposes: brand safety and the identification of a potentially relevant inventory for ads based on keywords or contextual information.
The last few years, however, contextual advertising has taken advantage of powerful new technologies that provide a strong variety of cutting-edge capabilities and tools.
The businesses that are making the most of that innovation are no doubt gaining an advantage over their competitors in being heard by key audiences in relevant environments whilst protecting their brands.
The following 3 developments in contextual advertising are providing opportunities for the marketers of today and tomorrow:
1- Adding More than Text to Contextual:Impact and Relevance
This truly is an exciting step forward in contextual advertising: a horizon solely comprising words is expanding to include audio, video, images, and more.
Advertisers can use their existing contextual intelligence solutions through ever evolving integrations, allowing them to keep up with changing technologies and consumer consumption patterns through multimedia and multiple formats.
Marketers are now given a comprehensive understanding of content which includes audio, video, and images ensuring a more useful understanding when and where to publish ads.
2-The move from brand safety to brand suitability
The keyword-based blacklist approach used by many companies encompasses words, such as shoot or drugs, making it too wide and ineffective to a properly address the subtlety of brands and the human aspect of language more generally.
The appropriateness of contextual intelligence taps into the uniqueness of brand identity in order to offer control over where ads appear. It also avoids inappropriate content while maintaining the ability to stay connected to the particular reality of the brand.
3-Content analysis that makes the most of consumer trends
Content analysis is a portal into consumer engagement and hot topics that can lead to highly productive planning centred around specific dates: holidays, events, upcoming news, and other opportunities.
Contextual intelligence also allows marketers to analyze trending content to capitalise on media and make the most of real-time opportunities. This kind of event-based content is a core part of a strategy which aims to work from quality audience data. Marketers can take advantage of positive, brand-building content whilst avoiding negative information.
The result? A campaign that’s optimized to be its most relevant at the time of its delivery.