Don’t settle for the ordinary, Be the BEST!
Brands would definitely agree with the above statement in terms of product quality or driving engagement through advertising.
While talking about advertising, we must address the elephant in the room, the changing advertising landscape.
Studies have shown that ads that are relevant to the audience generate 2.2 times more engagement. Apart from ensuring users’ benefits, it also supports advertisers in terms of brand safety and suitability.
While looking for alternatives, contextual targeting has successfully reserved a spot from the pool of strategies. The prime reason for the reservation is to drive better engagement from the user.
But why does contextual advertising perform better than conventional methods?
The halo effect is the reason why contextual advertising outperforms behavioral targeting. The halo effect is a term used where a user consciously creates an image of a brand based on what they feel. In the world of advertising, it is generally used when a person has a positive association with a brand.
How User is Benefitted Through Contextual Advertising?
Contextual advertising creates a similar effect as Halo effect in a person’s mind. The following factors play a crucial role in creating this impact:
Non-Intrusive: When users are engaged with a type of content whether it is a blog they are reading or watching a video. They expect fewer interruptions. Contextual targeting blends with the content seamlessly so that it doesn’t intervene with the user experience. Hence it creates a non-interruptive image in the mind of the user.
For example, a user is reading about the latest mobile phone by a renowned brand. If they are targeted with an ad that shows a phone with a similar configuration from a competitor brand the user is more likely to click. This ad will not hamper the user’s experience as it will be aligned with the content.
Providing relevant information: Contextual ads are targeted based on the content that a user is viewing, which means that they are more likely to be relevant to the user’s interests. This can help consumers to learn more about the brand that they are considering and to make more informed decisions about their purchases.
Safety: The privacy concerns of users have forced regulators to take steps that ensure their safety. Nobody wants to follow, whether virtually or in the real world. But third-party cookies worked on behavioral targeting, leaving users feeling followed. Since contextual targeting is all about the content, it leaves the user feeling safe.
When an ad is non-intrusive, relevant, and ensures user safety it creates a positive brand image. When a user has a positive impression, they are likely to engage with them irrelevant to their choice.
Contextual advertising isn’t just about the above-mentioned benefits. It’s a lot more. Following factors also play a crucial role in driving user engagement.
Comparing Prices: For some brands, contextual ads can also help consumers to compare prices for products and services. This can be helpful for consumers who are looking for the best deal, and it can help them to save money.
For example, A user is searching for information about new cars. They see a contextual ad for a car dealership that is offering a special promotion on the type of car they are interested in. The ad includes information about the car’s features, specifications, and price. The user clicks on the ad and visits the dealership’s website to learn more.
Reading Reviews: Contextual ads can also include links to reviews of products and services. This can help consumers to learn about the experiences of other users and to make more informed decisions about their purchases.
Sooner or later third-party cookies will be out of use for advertisers. The prediction says that advertisers will be inclined toward contextual advertising since it is a much safer and more relevant targeting option. This approach of targeting allows advertisers to be relevant to the audience and ensures their safety and suitability.
Contextually targeted ads are completely safe for the target audience as well. They are targeted on the basis of the content they are consuming in real time. This way these ads don’t rely on third-party data and do not interfere with user’s privacy.
For the near future, contextual advertising is a promising approach for both, advertisers and users.