Since the beginning of the pandemic until now, many people have decided to start a business. This also directly presents a challenging competition, especially in online channels. For this reason, business people often rely on an advertisement as a form of promotion to attract customers.
However, did you know that an ad is not necessarily effective even though it looks attractive and creative? Yup, this might happen if the business person doesn’t display their ad in the right context. In this case, the world of digital advertising knows what is called contextual advertising. What’s that?
Contextual advertising at a glance
In simple terms, contextual means directly related to what is being discussed. For example, an advertisement for children’s clothing should not be featured in a political article, because the message the advertisement wants to convey is not directly related to the content of the article.
Therefore, it is important to understand contextual targeting for an ad. This is to ensure that the ad targeting format can serve in the right context. The context referred to here is not only the topic as described earlier, but also keywords, sentiments, safety brand and certain categories.
For digital advertisers, applying contextual targeting appropriately can increase CTR and ROI. CTR is the ratio of users who opened a particular link to the total number of users who viewed the page, email or an ad. Most importantly, contextual targeting can provide a positive user experience while minimizing privacy issues.
Further understanding the importance of contextual targeting
Contextual targeting in advertising is nothing new. However, this is still not fully understood by the advertising ecosystem. Not infrequently contextual targeting is even considered as something that is not yet important to master. In fact, there has been a lot of evidence showing that this is an appropriate and effective method of advertising.
So, if you are interested in understanding more about the importance of contextual targeting for a digital advertisement, the Indonesian Digital Association (IDA) will hold a webinar titled “Contextual Approach to Targeting Digital Advertisingon Friday, September 3, 2021, at 16.00 WIB.
In this webinar, you will be invited to explore the intricacies of contextual advertising, from the reasons for the importance of contextual targeting to the reach of contextual targeting. This webinar will be hosted by IDA together with MGID along with digital practitioners from the media and agency. For information, MGID is one of the pioneers of technology-based contextual advertising.
To be able to take part in this webinar, you can register via bit.ly/WebinarIDA10.