Published by Jessica Weisman-Pitts
Posted on September 8, 2021
By Paul Thompson, UK and NL Country Manager at Seedtag
Contextual advertising has seen a resurgence in interest and is now very much the focus of the mainstream marketing agenda as advertisers look for new approaches to optimising their digital advertising investment, whilst respecting the paradigm shift to a privacy-first internet and a much tighter legal framework for consumer data protections.
As intelligent AI contextual capabilities become widely adopted by advertisers who are benefiting from the unprecedented “Moore’s Law” improvements in processing power and massive improvements in AI capabilities we will see these being applied to change the way advertising works on the internet and the potential it has to change the way display advertising is deployed.
We now have contextual capabilities like we have never seen before, able to deploy digital advertising at scale with human-like precision and understanding without using a single piece of personal consumer data.
Advertisers and brands who are investing into this area are seeing effective outcomes using contextual technologies to drive digital ad performance and with no evidence of a depreciation in the results or outcomes when compared to their historical usage of 3rd party data to derive results.
Therefore, the opportunities that contextual advertising holds for companies who embrace it and are looking to completely remove poorly provenanced 3rd party data from their digital activation, can be endless.
Contextual advertising can be activated at scale without the challenge of integrating and matching different data sets or competing technologies.
At the same time advertisers can keep track of their working media investment as it flows directly to the content owners and creators. Contextual advertising removes nearly all of the inefficiencies which have been allowed to flourish within digital advertising especially from the middlemen peddling fake promises and overly complex shiny new technologies.
By adopting artificial contextual intelligence (AI) into marketing strategies, companies will be able to fully capitalise on the recent advances in linguist understanding, image recognition and sentiment analysis, unlocking huge value for advertisers.
Contextual AI is not only an essential part of the new digital landscape but is set to continue to get better and better rapidly evolving to drive greater relevancy and attention for advertisers.
There are many ways that contextual AI can build and deliver revenue for businesses, and when used in marketing, companies will record a dramatic increase in engagement with customers through better placement of advertising and greater consolidation of content and ad message.
With information and misinformation readily-available via the internet, it can be a concern for companies to distance themselves from the negative-sentiment stories. With contextual advertising, advertisers can be assured that their campaigns are in the right place and at the right time. With artificial contextual technology brands are able to look beyond keywords and complete full text analysis to determine how suited the brand is to the page as we can explore the relevancy, sentiment and safety of the brand being placed in that space and the expected outcome.
AI helps brands to undertake an almost human-like analysis of content across text, image and video to analyse both the content and the context of its environment. These components work together to ensure optimal ad placement.
Utilising Content Consumption
Before AI, if brands wanted to identify new customers online, they would have to buy the data that best represented their potential consumer and was most suited to their target audience. This includes consumers who are most likely to use or buy the product, based on age, gender or location. Because of this, advertisements were posted without much consideration towards a customer’s personal likes and dislikes and often led to targeting anyone who visited a site. The other important consideration was that advertisers paid more for these layers of data with no real understanding of the provenance of how it was collected. Nor did they understand what the data actually contributed to in terms of overall campaign success – such was the opaque nature of the data in the first place.
Living in the current digital-driven world, society has experienced a rise in online engagement since the pandemic and content consumption continues to soar as consumers spend more time online. Whether scrolling through websites or flicking through social media platforms, brands can be sure that their target audience has a presence, somewhere if not everywhere, across the internet. Digital users have the ability to subscribe to publications to stay in touch with the world and this is something that brands should be aware of. Consumers want to stay on track with the fast-evolving cycles of news or trends, so staying present in these relevant spaces is crucial.
As marketers begin to experience the benefits for AI-driven technologies within advertising, brands will start to think differently about the data they are collecting and how it can be leveraged to their advantage. Instead of reviewing the number of clicks and views, contextual advertising will focus on how each advertisement has influenced the consumer. By following the concept of contextual advertising, brands can be assured that they are using smarter marketing tactics and strategies going forward.
A Customer Experience Upgrade
Clicks, views and likes should rightly now be out of fashion for marketers. In reality, these are outdated and ineffective measures of true success.
Marketers who embrace this modern approach to advertising will achieve stronger business outcomes than before. Using AI can help marketers to tie campaigns to exposures of other products or stories to generate sales and brand awareness. The technology can be used
for different campaigns and add value across the funnel. Brands can reach large audiences by targeting relevant websites or articles to serve ads that either continue the narrative or add further value to it. All the while, campaigns are becoming more persuasive to audiences, increasing consumer traffic and purchases.
With contextual advertisements, brands have the ability to reach new audiences and drive them towards the products that the brand offers. Identifying new customers through artificial intelligence can determine the best approach moving forwards.
Understanding interests, content and context can be a concern for advertisers. It moves the strategy away from data, but this doesn’t mean that the campaigns will be irrelevant and ineffective. In fact, it can be even more targeted and a forward-thinking approach to understand the interest – which is created from the placement of the content and the context of the audience – and the emotional mindset of the reader.
By Paul Thompson, UK and NL Country Manager at Seedtag
Contextual advertising has seen a resurgence in interest and is now very much the focus of the mainstream marketing agenda as advertisers look for new approaches to optimising their digital advertising investment, whilst respecting the paradigm shift to a privacy-first internet and a much tighter legal framework for consumer data protections.
As intelligent AI contextual capabilities become widely adopted by advertisers who are benefiting from the unprecedented “Moore’s Law” improvements in processing power and massive improvements in AI capabilities we will see these being applied to change the way advertising works on the internet and the potential it has to change the way display advertising is deployed.
We now have contextual capabilities like we have never seen before, able to deploy digital advertising at scale with human-like precision and understanding without using a single piece of personal consumer data.
Advertisers and brands who are investing into this area are seeing effective outcomes using contextual technologies to drive digital ad performance and with no evidence of a depreciation in the results or outcomes when compared to their historical usage of 3rd party data to derive results.
Therefore, the opportunities that contextual advertising holds for companies who embrace it and are looking to completely remove poorly provenanced 3rd party data from their digital activation, can be endless.
Contextual advertising can be activated at scale without the challenge of integrating and matching different data sets or competing technologies.
At the same time advertisers can keep track of their working media investment as it flows directly to the content owners and creators. Contextual advertising removes nearly all of the inefficiencies which have been allowed to flourish within digital advertising especially from the middlemen peddling fake promises and overly complex shiny new technologies.
By adopting artificial contextual intelligence (AI) into marketing strategies, companies will be able to fully capitalise on the recent advances in linguist understanding, image recognition and sentiment analysis, unlocking huge value for advertisers.
Contextual AI is not only an essential part of the new digital landscape but is set to continue to get better and better rapidly evolving to drive greater relevancy and attention for advertisers.
There are many ways that contextual AI can build and deliver revenue for businesses, and when used in marketing, companies will record a dramatic increase in engagement with customers through better placement of advertising and greater consolidation of content and ad message.
With information and misinformation readily-available via the internet, it can be a concern for companies to distance themselves from the negative-sentiment stories. With contextual advertising, advertisers can be assured that their campaigns are in the right place and at the right time. With artificial contextual technology brands are able to look beyond keywords and complete full text analysis to determine how suited the brand is to the page as we can explore the relevancy, sentiment and safety of the brand being placed in that space and the expected outcome.
AI helps brands to undertake an almost human-like analysis of content across text, image and video to analyse both the content and the context of its environment. These components work together to ensure optimal ad placement.
Utilising Content Consumption
Before AI, if brands wanted to identify new customers online, they would have to buy the data that best represented their potential consumer and was most suited to their target audience. This includes consumers who are most likely to use or buy the product, based on age, gender or location. Because of this, advertisements were posted without much consideration towards a customer’s personal likes and dislikes and often led to targeting anyone who visited a site. The other important consideration was that advertisers paid more for these layers of data with no real understanding of the provenance of how it was collected. Nor did they understand what the data actually contributed to in terms of overall campaign success – such was the opaque nature of the data in the first place.
Living in the current digital-driven world, society has experienced a rise in online engagement since the pandemic and content consumption continues to soar as consumers spend more time online. Whether scrolling through websites or flicking through social media platforms, brands can be sure that their target audience has a presence, somewhere if not everywhere, across the internet. Digital users have the ability to subscribe to publications to stay in touch with the world and this is something that brands should be aware of. Consumers want to stay on track with the fast-evolving cycles of news or trends, so staying present in these relevant spaces is crucial.
As marketers begin to experience the benefits for AI-driven technologies within advertising, brands will start to think differently about the data they are collecting and how it can be leveraged to their advantage. Instead of reviewing the number of clicks and views, contextual advertising will focus on how each advertisement has influenced the consumer. By following the concept of contextual advertising, brands can be assured that they are using smarter marketing tactics and strategies going forward.
A Customer Experience Upgrade
Clicks, views and likes should rightly now be out of fashion for marketers. In reality, these are outdated and ineffective measures of true success.
Marketers who embrace this modern approach to advertising will achieve stronger business outcomes than before. Using AI can help marketers to tie campaigns to exposures of other products or stories to generate sales and brand awareness. The technology can be used
for different campaigns and add value across the funnel. Brands can reach large audiences by targeting relevant websites or articles to serve ads that either continue the narrative or add further value to it. All the while, campaigns are becoming more persuasive to audiences, increasing consumer traffic and purchases.
With contextual advertisements, brands have the ability to reach new audiences and drive them towards the products that the brand offers. Identifying new customers through artificial intelligence can determine the best approach moving forwards.
Understanding interests, content and context can be a concern for advertisers. It moves the strategy away from data, but this doesn’t mean that the campaigns will be irrelevant and ineffective. In fact, it can be even more targeted and a forward-thinking approach to understand the interest – which is created from the placement of the content and the context of the audience – and the emotional mindset of the reader.
