4 Ways Contextual Targeting Enhances Native Advertising Effectiveness
https://simpli.fi/latest/contextual-advertising-data-driven-targeting-optimization-reporting-without-boundariesIn today’s digital age, advertisers continue to look for ways to increase their effectiveness, while emphasizing relevance with important audiences. An effective form of doing so involves native advertising. One of the many benefits of native is that it pairs well with contextual advertising. Let’s take a deeper dive into the importance of context and how native ads go hand-in-hand.
PAIR CONTENT-DRIVEN, CONTEXTUAL PRODUCTS WITH NATIVE ADS FOR MAXIMUM RELEVANCE
Many have said, “Content is king.” And in a sense, that’s true when you pair contextual products with native advertising. Contextual technology ensures the content of the ad is aligned with the content of the page. When the ad closely aligns with the subject matter and aesthetic of the page, it often generates higher engagement. It’s the reason why native ads tend to perform exceptionally well.
“With the sheer amount of content out there, you have to hone in on the smaller window of attention as a user consumes a specific kind of content. Context is key. You want to create associations, consciously or subconsciously, to create connections down the road.” –Anthony Lopez, Media Platforms Partner at JustGlobal
Likewise, when a consumer engages with the content on a webpage, they are more likely to connect with an ad that is relevant to that specific content. They understand that by clicking on the ad, they will likely be presented with more content that aligns with their existing interests and connection. As an advertiser, you’re building deeper connections with these users by meeting them where they are.
DRIVE PERFORMANCE WITH BETTER OPTIMIZATIONS AND AD SPEND EFFICIENCIES
When paired with native advertising, contextual tools lead to better optimizations and more robust reporting. And these benefits lead to better ad spend efficiencies. Contextual information provides another layer of information to optimize toward or against, leading to more specific outcomes and achieving desired goals faster and more efficiently.
In addition to increasing engagement, native advertising, paired with contextual solutions, ensures greater efficiencies in spend. There are few advertising types that can generate more engagement dollar for dollar than native advertising. That’s due to the nature of native–which often relies on context to determine the value of the placement to drive desired results at the best possible cost. No matter your goal–clicks, conversions, website engagement, etc.–the return on investment of native advertising is well worth the spend.
STAY AHEAD OF THE CURVE AND PREPARE FOR A COOKIELESS FUTURE
As Google’s cookie deprecation lingers, there’s a need for advertisers to understand the context and how content-driven ads can lead to better performance when advertising online. Targeting with contextual factors eliminates the need for user-specific cookies, ensuring measurable performance even as the cookieless future looms alongside ever-increasing privacy laws.
Success in a post-cookie world incorporates contextual targeting and native advertising as part of a robust multi-channel strategy. That’s exactly where native advertising operates best–as a cog in the wheel of a greater programmatic strategy. Get the engagement that native offers and scale your budgets across CTV, display, video, audio, and more, by partnering with an advertising success platform like Simpli.fi for your programmatic needs.
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