What Is Contextual Targeting

Contextual targeting places your ads on website pages, videos and apps that have relevant content to the products or services you offer.  Contextual targeting will help drive conversions by reaching consumers who are engaging with pertinent content.

Contextual Targeting Benefits

  • Targets content on the article, app and video level, ensuring your advertising appears side-by-side with relevant information

How Should My Business Use Contextual Targeting

One of the more well-known examples of contextual advertising is Google AdSense. Google robots automatically serve ads that relevant to your users. For example, if you run a pack and ship service, AdSense might serve contextual ads to buy your services on a blog related to the the shipping industry. Or a FedEx review video on YouTube. The ads are selected from the inventory of advertisers who register through AdWords.

Example of contextual advertising

Some More Examples of Contextual Targeting Include

  • In-game contextual advertising: Sony’s Wipeout HD was one of the first games to contain contextual advertising before loading.
  • In-video contextual advertising: An example of this type of contextual advertising would be a YouTube ad for shampoo shown before a video tutorial for how to cut your own hair.
  • Native advertising is a form of contextual advertising, where sponsored ads are designed to look like the native content on a website. (This is sometimes seen as a deceptive advertising practice.)
  • Behavioral advertising is expected to become the next frontier of contextual advertising. Behavioral advertising is designed to target the user based on their behavior rather than just the user’s stated preferences.

Doug Burton of Solvv Creative an advertising agency in Madison, WI says, “Contextual targeting is great technique advertisers use when they want to ensure their banner ads are being seen by a relevant audience.”

Contact us to discuss how contextual ads with an actionable click goal can target your specific customer base.

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