Understanding & Utilizing Contextual Advertising vs. Behavioral Advertising

To give you a more defined context of contextual advertising vs behavioral advertising let us first coin the term of the twoWhat is Behavioral AdvertisingBehavioral advertising also known as audience targeting targets webbrowsing behavior that lets the marketers and advertisers show relevant ads and tailored marketing messages to consumers When an advertising network collects the consumeramp8217s browsing history searches clicks a link and the like cookies are stored Then the collected data from the cookies will be interpreted and utilized to deliver related contentIn a more specific context behavioral advertising looks into a useramp8217s behavior to understand what kind of ads are relevant to them When users conduct a behavior it will be tracked as they surf the web and eventually receive content based on their activity This data allows audiences to be built as well like affinity or inmarket audiences by thirdparty companies that have brokered access or placed their own cookies on websitesBehavioral is not to be confused with demographic targeting which could be even less reliable than behavioral A report in Forbes stated that when two targeting parameters are used for targeting ads amp8212 gender one selected age range amp8212 the accuracy drops to 24 Although some demographic data is derived from user behavior and thirdparty cookies which may mean that demographic data is less available after the sunset of cookiesAdvantage vs Disadvantage of Behavioral AdvertisingAs mentioned behavioral advertising tracks the useramp8217s activity by collecting various information such as demographics website visits searches and the like In return users should receive customized and relevant ads prompting an increased percentage of purchasesHowever consumers often express their fear about data collection thus raising several thirdparty cookies issues Plus oftentimes ads are served late or incorrectly For example a user searches for a pair of boots then receives ads for those shoes for weeks or gets placed in an inmarket audience for longer than neededBehavioral data can be expensive to obtain Using behavioral data to target can increase your advertising costs by close to 2xWhat is Contextual AdvertisingContextual advertising uses words pictures emotions and other signals to match advertising to the context of a web page Contextual advertising is mainly about appearing at the right moment at the right time because ads will only be displayed on the web page relevant to it Getting started with contextual advertising you need to select the appropriate topics and keywords Then the chosen topics and keywords will be utilized to correspond with a web page the user is viewing Usually this pertains to web pages but other forms of contextual advertising can analyze the context within videos audio and moreContextual targeting can be utilized for all forms of ads including display and video There are some formats that are mostly used with contextual targeting like native or onstream video ads that are intuitively more inclined for integrated content due to their format For example Native ads mimic organic news articlesAdvantage of Contextual AdvertisingSince specific keywords and topics will be utilized brands are assured that their ads will only appear on a webpage related to them or the topic they have chosen This makes for a more relevant ad within a specific momentNot only will it encourage interested consumers to check out but it will also promote brand safety The brand will not be displayed on an unrelated webpage that may tarnish its identityContextual ads served in the moment have been shown by a Cint study to increase brand awareness by 329 and purchase intent by 303 for a national protein brandContextual Advertising vs Behavioral AdvertisingThe main difference between contextual advertising vs behavioral advertising is the method while both of them have only one goal which is to convert a prospect into a sure buyer Behavioral advertising focuses on the useramp8217s past activities to deliver relevant ads while contextual advertising display ads related to the web page39s content Itamp8217s more like former activities vs current interests of the consumersIf youamp8217re going to consider running contextual ads contextual advertising is highly recommended for CTV Ecommerce Travel and many more industries that allow ads to be served alongside related content By testing different content you can learn what types of content topics resonate most with your advertisements Aside from not utilizing thirdparty cookies contextual ads also offer a wide range of opportunities to leave the consumer feeling as if their web or CTV experience is integratedDo Consumers Like Contextual AdsAccording to a survey conducted by Integral Ad Science a majority of consumers almost 63 favor online advertisements that are closely aligned with the content they are currently engaging with This preference for contextually relevant ads surpasses the share of respondents who prefer ads that are unrelated to the surrounding content by more than sixfoldWhen it comes to selecting the most effective advertising approach data highlights the significance of contextual ads In particular only 9 of respondents expressed a negative inclination towards advertisements that seamlessly blend with the surrounding content Moreover ads that establish thematic connections between the promoted product and the content received positive reactions from 39 of participants with just 10 reacting negatively In stark contrast an overwhelming 35 of individuals expressed negative sentiments when confronted with advertisements entirely unrelated to the contentMoreover in a case study conducted by Qortex with a chain quick service restaurant on the East Coast ads using contextual placement garnered 23X engagement over industry averages for engagementContextual advertising and behavioral advertising both have pros and cons depending on the goal of your advertising strategy Today contextual advertising may be a great option to explore because you wonamp8217t have a problem with GDPR and consumers seem to prefer contextual targeting You can explore what types of content allows your advertisements to perform the best You can also ensure that your ads are placed safely for your brandThis article was written by Zack Rosenberg CoFounder and CEO of QortexPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Understanding & Utilizing Contextual Advertising vs. Behavioral Advertising

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Understanding & Utilizing Contextual Advertising vs. Behavioral Advertising

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