In the past, digital advertising used browser cookies to show ads to people who visited websites. However, this method often resulted in ads that were not relevant to the viewer or did not match the content of the webpage. This is where contextual advertising enters the picture.
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Background to contextual programmatic advertising
People are more likely to engage with online ads if they are relevant to their search and meet their needs and interests. However, if the ads are not interesting or relevant, people may lose interest and leave the webpage without paying attention to the ad.
Image source: https://richmedia-inc.com/blog/contextual-targeting-in-programmatic-advertising-is-making-a-comeback/
What is contextual programmatic advertising?
Contextual programmatic advertising is a type of online advertising that displays ads on a website, video or social media page based on the content of that page.
Contextual advertising looks at the web page where people are browsing and shows ads based on the content of that page. It uses technology like machine learning and algorithms to analyze the keywords and content on the page. It’s a simple and easy way to show relevant ads to people without tracking their browsing behavior.
If we show ads that match what a user is reading or watching right now, instead of what they looked at in the past, it’s more likely to be helpful and interesting to them. We can do this with contextual targeting.
Contextual programmatic advertising is a way for brands to show ads to people based on their online behavior, interests, and the content they’re currently viewing. This system uses this information to automatically show ads that match the user’s interests and needs. This makes the ads more likely to be noticed and acted upon. It also means that users will see ads that are more relevant to them, which can make their experience better.
Why should you use contextual programmatic advertising?
1. It is a simple method.
- Contextual programmatic advertising is a quick and simple way to reach potential customers.
- You do not need a lot of information about their past behavior.
- You can reach a larger audience of people who are interested in what your ad is about.
2. It shows relevant ads in the right context.
- People like ads and offers that are related to what they are interested in right now.
- Contextual ads make it more likely that someone will interact with your ad while they’re looking at something related to what you’re advertising.
- This is especially good for ads that are trying to get people to take a specific action, like buying something or signing up for a service.
3. It helps ensure your plans remain effective in the future.
- New online privacy laws like GDPR are becoming very common
- Companies that use programmatic advertising have to find new ways to advertise without relying on cookies
- Contextual programmatic advertising is one of the best and most effective ways to do this.
Image source: https://content.buysellads.com/advertisers/the-value-of-context-on-todays-internet
Steps for contextual programmatic advertising
Step 1: Define your goals and audience
- Before starting, you must decide your goals and who you want to reach.
- Understand who your audience is, what they are looking for, and what you want them to do.
- By setting clear goals and understanding your target audience, you can create an advertising campaign that is more effective and likely to achieve your goals.
Step 2: Choose your advertising platform
- It is important to choose the right platform for your needs. Consider your goals and your target audience when selecting a platform.
- This will help ensure that your ads are seen by the people who are most likely to be interested in them and increase the chances of success for your campaign.
Step 3: Choose your ad formats
- There are different types of ads you can use for programmatic advertising, like display ads, native ads, and video ads.
- It is important to pick the right type of ad for your campaign based on your goals, target audience, and budget.
- By choosing the right ad format, you can improve the chances of your campaign being successful and meeting your goals.
Step 4: Choose your targeting options
- Contextual programmatic advertising lets you show ads based on keywords, topics, and where the ad is placed.
- You can also reach specific people based on information like their age, interests, behavior, and where they are located.
- By picking the right targeting options, you can increase the chances of your ads being seen by people who are most likely to act.
Step 5: Design good ad creatives
- To make sure that your ad is effective, it is important to create something attractive and relevant to your audience.
- This means using high-quality images or videos, writing clear and simple messages, and adding a strong call to action that encourages people to take action
- By creating a high-quality and compliant ad, you can increase the chances of it being successful and achieving your goals.
Step 6: Set Your Budget and Bid Strategy
- When you plan an advertising campaign, it is important to choose a budget that matches your goals and target audience. If you want to reach more people, you might need to spend more. But if you want to focus on a specific group, you might not need to spend a lot.
- In addition to your budget, you also need to decide how much you’re willing to pay for each ad placement. This is called a “bidding strategy”. For example, if you want people to take a specific action, like filling out a form or making a purchase, you might choose a bidding strategy that aims to get more of these actions.
- By selecting the right bid strategy, you can help ensure that your campaign stays within your budget and achieves your goals.
Step 7: Launch and Monitor Your Campaign
- After you launch your advertising campaign, it is important to check its performance
- Make sure that your ads are live.
- Check your campaign’s performance regularly.
- This will help you improve your campaign, such as adjusting your targeting or ad creative.
- This way you can make sure that you are getting the best possible results and making the most of your advertising budget.
Image source: https://www.singular.net/blog/contextual-targeting/
Conclusion
Contextual programmatic advertising is a good way to show your audience ads that they find interesting and helpful. It uses computer programs to analyze what people are reading or watching online and then shows them ads that are related to that content.
This can help you reach people who are interested in your products or services and help people discover new products or services that they might not have known about otherwise.
By defining your goals, picking the right platform, and monitoring your ad performance, you can create a successful contextual programmatic advertising campaign. This will increase your website visits, leads, and sales.