PDF I came across a relatively new form of internet marketing recently. Its called “Contextual Targeting”. The concept of targeting is not new. For several years ad networks and web publishers have been using various methods of gathering web user demographic data over periods of time and then displaying ads specifically relevant to them. This form of targeting usually constitutes a higher marketing cost but in return provides a very targeting ad platform that yields a higher CTR (click-through rate), and increased conversions. Be it a sale, subscription or other conversion metric.
What is Contextual Targeting Then?
Contextual Targeting works in a similar way except there is not ramp up time needed to gather user data, instead contextual targeting displays ads to users based on the context of the page that they are reading. For example say you wanted to market to ATV consumers online. You will generally gather a lot of user information and can market quite successfully on ATV focused websites. Instead of targeting those sites though, what if you could position your ad in front of a web user reading an ATV-related article on a news website, or a generalized outdoors website that you normally wouldn’t advertise on since its not focused on your industry?
Combine Them
Regular online targeted marketing and contextual targeting can generally be used independently. However by combining standard web targeting with contextual targeting you would have the ultimate targeted marketing solution. Not only would you benefit from web user gathered information, but you would also have the opportunity of reaching the “new” users in your segment. Those users that haven’t been surfing, subscribing and purchasing products online in your industry for very long. Since these users are just learning the industry, they generally will need to spend money on getting into a new hobby or sport, thereby increasing the value of your ad spend further. Yes, you will get some overlap in the audience that you reach, for example, obviously users whom you have data on already, will be highly likely to read an article or access content online related to your industry but on non industry sites, like a news page. In those circumstances you are strengthening your brand to them by repeatedly display ads to these people. They are more likely to remember you or even be reminded that they need to make a purchase from a company like yours.
Have a question about contextual marketing? Send me a note… or leave a response below.
About Sam Beamond