After Covid, the three Cs of brand development: Customer, Company and Competitors will need to give way to Context, as brands redefine their KPIs to rise up to the challenge of the Pandemic by focusing on the strength of reputation.
For almost a year now, brands have been rethinking their strategy to cope with a new reality: from changing workspaces and policies to developing new directions to ensure a resilient approach in the face of the threat posed to their operations.
This has meant establishing what new KPIs may look like and in the midst of all the changes one thing has emerged as a consistent certainty: context.
Achieve your key business objectives
Contextual advertising has been around for a while but with the recent focus on data and user privacy, it is becoming an increasingly important approach both as a standalone approach as well as running alongside other forms of marketing. The contextual field is one that is fertile with innovation and new technical solutions and it continues to evolve every day.
So, contextual advertising has finally made a comeback and is stronger than ever by taking even bigger leaps in the right direction when it comes to keyword blocking and URL blocklisting. More attention is being paid to making sure the ad matches with the webpage content and ensuring that the ads are contextually relevant for the target audience. It offers a mixture of privacy compliance and scale that, up until now, third-party cookie alternatives do not.
What is contextual relevance?
To be contextually relevant means prioritising the how individual words and phrases relate to each other, the demography of the audience they target and its geolocation. How the words can be used or interpreted will make or break the success of an advertising strategy.
What needs to be done to change your brand’s current marketing and communications?
The focus is on reputation and ensuring a brand safe inventory is a vital part of this strategy. Following on from this, publishers are also more than willing to put in efforts to qualify their content accurately because advertisers would be willing to pay premium CPMs for contextual friendly environments.
Needless to say, this process is constantly evolving and will continue to do so as we witness increasingly AI based technologies emerging to help increase the success of contextual advertising.
The exit of third-party cookies and the focus on brand safety have put contextual advertising in prime position. With more advertisers looking for audience targeting options, rather than behavioural targeting, context will continue to play a strong role in the future of digital advertising.