When coming to greengrocer’s you know that you can find there tomatoes, beetroots, apples and salad. You will be extremely surprised to see there soap or bread. That is main principle how contextual advertising works – be in perfect match of what you search, or read, on the Internet with the ads displayed to you.
Contextual marketing was born long before the Internet. For example, in hardware store you may find leaflets with furniture ads, may be something for gardening, but unlikely to see an ad about new restaurant on Manhattan.
When we talk about contextual targeting definition, one should understand slight difference between targeting at all. In the latter case the advertisers select their audience according to some demographics like location, age, gender and some others. While the former idea is based on what content, what pages were opened, the user is put a bit aside here.
What to take in mind while implementing?
Number of displays. People don’t hold in high regard ads at all, but when some information is shown too often – it may cause even total irritation.
Issue of correspondence. Thousands of people can read an article about wedding of Meghan and Harry, but how many of them will marry and order something luxury?
How to track what to advertise? Some topics are too difficult to indicate what ads will suit. As a result, your rivals may take place while you are thinking if the topic is relevant for you or not.
Tool of contextual targeting is really useful. First of all, it works on brand awareness. If a person is planning to make some repairing in the house, he may just reading about techniques, but the ads with useful equipment may play on his mind later, when he will be ordering the equipment.