2023 is expected to be the year when the adoption of contextual advertising rises exponentially. Google has pushed its plans to phase out Chrome’s use of third-party cookies to the second half of next year, giving advertisers and big brands more time to look at alternate means of targeting customers and prospects. While the move to a privacy-first cookie-free world began when Apple decided to do away with cookies, 2023 is when the spotlight will be on all things “contextual”.
For the uninitiated, contextual advertising is a form of online advertising that pushes ads to users based on the context of their online activities instead of historical browsing data or cookies. (Cookies are files that websites use to collect user preferences and track online activity).
As consumers became more aware of how their browsing activities were being tracked and ads served, they demanded more privacy. This is where contextual advertising came to the forefront.
The goal of contextual advertising is to show users relevant and useful ads, which can significantly improve the chances of either building positive brand recall or an actual sale without relying on user data.
According to statistics, spending on contextual advertising is expected to increase to USD 297.68 billion by 2023, from USD 125.79 billion in 2018. According to a survey from eMarketer 50% of US marketers and 33.33% of UK marketers currently favor contextual advertising as their preferred targeting format.
Given the popularity, there are certain do’s and dont’s for anyone looking to adopt contextual advertising. Here are some of the basic points to ensure are covered when embarking on this journey –
Here are some things to avoid when doing contextual advertising –
We at Seedtag help large brands and advertisers set up their contextual advertising ecosystem by understanding the product or service and mapping the right campaign to ensure brands can see tangible results and grow. It is important to do all the relevant groundwork, from defining the keywords, segmenting the audience correctly, choosing the best places and time to advertise and much more, before one can leap into leveraging contextual advertising. We are here to help simplify and accelerate the same.