Danny Bibi, AdMedia CEO, Discusses How Contextual Targeting Advertising Works
At its core, contextual targeting matches things that are not explicitly stated to things that are. Using an example of “shoes,” the outside viewer would see it as something people put on their feet. Danny Bibi, head of AdMedia of Los Angeles, California, understands that they might even assume there’s some additional context, like the color of the shoes or for whom they’re being bought.
But how do computers know so much? Well, it’s quite simple. You start with a word cloud of all the words associated with your business and then use statistical analysis to determine which ones are most likely to appear together in writing about your products or services. For example, if your company sells clothes, shoes might show up in informative articles about fashion trends along with other words like purses and makeup. It doesn’t stop there, though. Contextual targeting goes a step further to discover how these words are used together.
For example, if someone is interested in fashion, you want to find them wherever they’re looking for it online. They might be reading an article about the latest trends or watching a tutorial on applying different types of makeup. Either way, your ad could appear next to that content because the algorithms know this person is interested in fashion and makeup by matching their search or web history with patterns based on existing clients’ interests.
What is Contextual Targeting Advertising
Danny Bibi understands that contextual targeting advertising is a form of online advertising that uses information about what a person is doing on the web to show them ads for products and services relevant to their current activity.
Contextual Targeting Vs. Behavioral Targeting
There’s a big difference between contextual targeting advertising and behavioral targeting. Behavioral targeting is all about tracking what people have done in the past to create targeted ads in the present. For example, if you’ve recently visited a website about cars, you might start seeing car ads everywhere you go online. On the other hand, contextual targeting looks at what people are doing to show them related ads.
So which is better? Danny Bibi, head of AdMedia, believes that the answer is both! Contextual targeting advertising is great for showing people ads for products they might be interested in based on their current activity. Behavioral targeting is great for reminding people about products they’ve shown an interest in before. Together, they can create powerful advertising that reaches more consumers and drives more conversions.
How does Contextual Targeting work?
Contextual targeting works by analyzing all the words associated with a business and then determining which ones are most likely to appear together in writing about that business’s products or services. AdMedia then uses this information to place ads next to content related to the business somehow.
Why is Contextual Targeting important?
Contextual targeting is important because it allows businesses to place their ads in front of people who are already interested in what they have to offer. This means that businesses can save money by not wasting ad dollars on people not interested in their products or services.
Unlike other platforms like Facebook, where almost anyone can target ads at specific groups of people, contextual advertising targets individual consumers based on their specific interests. This makes it an extremely exclusive way to market products and services because it’s nearly impossible to find a list of all the interests of all the people who use the internet.
Because contextual targeting uses information about what a person is doing on the web, it can create personalized ads relevant to them. This means that people are more likely to click on ads that appeal to them, leading to more conversions and a higher ROI. This means that people are more likely to click on ads and ultimately buy the offered products or services.
Targeting Niche Markets
Contextual advertising also allows businesses to target niche markets that they wouldn’t be able to reach with other forms of advertising. By understanding the interests of their target market, businesses can place their ads in front of people who are already interested in what they have to offer. This means that businesses can save money by not wasting ad dollars on people interested in their products or services.
Content is often localized with contextual targeting. This means that businesses can reach people based on their location, especially local or small businesses.
Contextual targeting has a much higher Return On Investment than other platforms like Facebook, where almost anyone can target ads at specific groups of people. Since contextual advertising targets individual consumers based on their specific interests, it allows advertisers to create personalized ads that are more likely to get clicked and lead to conversions. This means they’re more likely to see a return on their advertising dollars.
Because contextual targeting allows advertisers to place ads next to content related to the business, they have more control over where and how often those ads appear.
Contextual targeting is a powerful way for businesses to connect with people already interested in what they offer. By knowing what someone is searching, reading, watching, or sharing online, contextual advertising makes it easy for marketers to place ads next to valuable content relevant to their business. This increases the likelihood of getting more clicks and ultimately drives more conversions than other forms of advertising.
Originally published at https://www.ava360.com on December 30, 2021.