Highlights:
- The increasing agency and brand budgets call for actionable insights and customized technology to drive strategic planning.
- Contextual intelligence examines every possible page interpretation, enabling marketers to comprehend the numerous categories into which it can be divided
Have you noticed advertisements on Facebook or YouTube while watching videos – or Spotify ads while scrolling Instagram? Examples are plenty, but hold on a minute, why would a company use another social media platform for its promotion?
The necessity for strategic planning has never been more robust due to the expanding mix of media channels, devices, and platforms to advertise across. However, because of tighter data regulation, evolving privacy laws, and the phase-out of third-party cookies, marketers are under pressure to uncover new data sources and knowledge that will enable them to design and roll out more successful online advertising campaigns.
In between the various industry shifts in digital advertising, contextual targeting is experiencing a boost.
A safety solution applied to campaigns during activation earlier is now used to inform planning and strategy recommendations in the campaign cycle earlier. You might ask why.
The increasing agency and brand budgets call for actionable insights and customized technology to drive strategic planning.
In this guide, we will explore the key learnings marketers can derive from incorporating Contextual Intelligence during the planning and research stages of campaign development.
The most common contextual insights across various advertising seasons and tentpoles are:
- Content engagement over time: Learn how online consumer interest changes and how to pace your advertisements appropriately.
- Trending content: Learn the fundamentals of favorable and unfavorable content trends and how they might affect a campaign.
- Related contexts and content categories: Discover the many possible interpretations of a page and how expanded content categories can increase the size and reach by attracting new, relevant viewers.
The guide will also feature commentary on how you can apply the insights to your campaigns, whether you’re a strategist, campaign manager, or planner.
- Content engagement over time
The volume of ad calls within each specific context segment is examined to evaluate the level of content engagement over time. The page is divided into a few sections based on the context when information is posted and interacted with online. It is established by examining every word on the page and how it relates to other words.
A more significant number of categorizations and ad calls are produced when more individuals interact with the material; this information can be used for high-level predictions when developing marketing strategies.
How to implement this insight: You can use content engagement at different points to assess the right time to launch campaigns and to understand the most curious topics for your end users.
Application into your campaign is divided for two categories: Strategists and Campaign managers–
- Strategists:
- Validate opportunity
- Optimize campaign timing
- Understand drivers of intent
- Campaign Managers:
- Drive scale and reach
- Maximize budget
- Trending content
Online material is continuously changing, whether it’s a real-time news article, the impact of seasonal events, or cultural trends. Digital marketers must consider haphazard content trends since they can (and will) suddenly take over the news and media cycle. These trends may be advantageous, providing chances to create brands, or they may be harmful, posing possible hazards to brand safety.
How to implement this insight: Utilize content trends to evaluate online content’s turbulence and unpredictability over a 12-month period or during an event.
Application into your campaign is divided for two categories: Strategists and Campaign managers–
- Strategists:
- Understand consumer behavior
- Identify popular content topics
- Campaign Managers:
- Identify brand safety risks
- Identify brand-building opportunities
- Related contexts and content categories
Contextual intelligence examines every possible page interpretation, enabling marketers to comprehend the numerous categories into which it can be divided. This identifies nearby content areas with comparable audience demographics, which may be utilized for targeting to broaden the reach and impact of campaigns.
How to implement this insight: Check out the ways that page can be interpreted and relevant topic which will offer additional information for targeting.
Application into your campaign is divided for two categories: Strategists and Campaign managers–
- Strategists:
- Identify the reasons why consumers engage with content
- Understand brand safety risks
- Campaign Managers:
- Drive incremental reach
- Build better custom segments
Conclusion
Lately, strategic planning has become more robust due to the expanding list of devices, platforms, and channels to advertise. Unfortunately, with stringent data regulation, phase-out of third-party cookies, and evolving privacy laws, marketers are pressured to discover new data and knowledge sources. The most common contextual insights across various advertising seasons and tentpoles are content engagement over time, trending content, and related contexts and content categories.
