Whenever an advertisement is displayed to a consumer, it is not seen as a standalone entity but in a “context”. In the advertising world, context often refers to the media space in which the advertisement is placed.
In the olden days, creativity was often reserved for just the content (copywriting), direction and design of the advertisement. The delivery of the ads and the choice of the platform was often considered as a business function.
Times have changed now, and advertisers have to think a lot more creatively in choosing the time and place of the ad delivery. Hence, contextual advertising was born.
There are multiple factors behind the importance of context in advertising. Let’s look at each one of them briefly.
1. User Intent
With the advent of technology and social media, a normal user is subject to multiple digital platforms in a single day – TV, Radio, Podcast, Streaming Sites, Facebook, YouTube etc.
Every platform mentioned above has a specific purpose and the majority of the users visit those platforms with more or less the same intent.
For e.g. People visit Facebook or Instagram to catch up with what’s happening in the lives of the people they care about. People visit YouTube to see what’s the latest in the categories they follow – thanks to channels. People visit Netflix to watch movies or tv shows without ads.
The user intent varies across each platform and the only way in which a brand can zero down on the intent is to think like their end user.
The intent of the ad has to be aligned with the user intent for the particular platform for the ad to be successful. One size fits all approach is long gone.
Brands have to create separate content for a billboard, social media ad, native ad placement, pay per click, email advertising etc.
Just like the user intent, the user behavior varies from one platform to another. It is essential for advertisers to do a deep dive into user behaviors before crafting platform specific ads.
The time spent by people watching YouTube on TV has more than doubled when compared to last year.
The ‘Skip ad’ button comes at the 5 second mark of the YouTube Ads. Smarter brands have started creating ads that have a run-time of just 5 seconds.
85% of Facebook videos are watched without sound. This means that the brands will have better engagement rates when they use closed captioning.
Advertisers will have to consider platform specific user behavior before they create ad content. This will lead to better engagement rates as the content is tailored to the user behavior.
Do we need to say anything more? Every leading brand in the market wants to connect with their consumer and their friends and family as they enjoy the big game.
It costed $ 5.25 million to air a 30-second-long commercial during the super bowl game in 2019. Major sporting events, political events, national holidays – advertisers can score big on situationally relevant advertising.
The location of the user can be used to trigger location-based advertising. Facebook has a ‘Reach Ads’ program that allows advertisers to target consumers (on Facebook and Instagram) who are close to specific locations.
Consumers do not get annoyed by the ads when it is relevant to them. Location is one of the primary ways to deploy relevant advertising as the location data is real-time.
At Stuck AI, we take pride in delivering the right content at the right time in the right place. With the staggering petabytes of data available to marketers, it is all the more easier now to deliver relevant advertising.
Audience context is one of the most personalized forms of contextual advertising. Let’s take pay per click advertising for example.
Brands can directly target the audience of their competitors by showing ads when users search for their competitors.
They can even show tailored ads on why they should make the switch from their competition when the user shows an intent by searching for keywords like ‘cancel ’, ‘refund ‘etc.
Audience retargeting is not new to marketers. It is a cool way to use audience context by changing the ad copy based on the user’s stage in the buyer’s journey.
E-commerce stores retarget their users with different display ads based on the actions taken on their website. By making it highly relevant to an individual user, the users feel the brands are talking directly to them.
Context is the new creativity and contextual advertising allows for hyper-personalized targeting that often results in greater conversions and amazing ROI.
It can be a great contributor to customer loyalty. To conclude, right content at the right time in the right place leads to exceptional results for marketers.