The power of context: creating connections across screens

Find the AdTech Heroes x The Pub Way podcast here >>> 

The question of context isn’t a new subject, so why is it making a comeback? The podcasters suggested that it's down to a combination of a need for measurable and frustratingly elusive engagement in this fragmented marketing landscape – and something as technical but profound as the demise of the cookie.

“With contextual targeting, brands are able to cut their saturation in a meaningful way and engage the right audience,” says Kehinde Akiwowo, senior director business development at SHEMedia. Dal Gill, VP of new markets at Seedtag believes that “contextual solutions are the most viable and scalable solutions to the cookieless future”, a view that Justin Barton, SVP, digital strategy and partnerships at Black Enterprise magazine backs up, putting it simply:“Contextual is going to be the future of targeting audience.” 

Contextual advertising limits bias, it removes that familiar experience of already-bought boots chasing you for months (giving a whole new meaning to digital footprint). Your ads are appearing in an environment where people – your customers – are comfortable and safe.

But what does contextual advertising actually mean? Ask six advertising executives and you’ll get six answers, or flirting with a similar meaning. That’s where technology partners can help navigate and focus on strong contextual outcomes rather than fussing about the semantics of what may or may not be contextual advertising.

What’s the best screen to reach someone on – surely the one we’re holding all the time? But does that really deliver performance – is this a good experience? Doesn’t it depend on when or where you are – and what you’re actually trying to achieve as a marketer?Context may be key.

So there’s been a decline in publishing – and social-media platforms have democratised broadcasting. We all have a voice and the means to get it in the public now (whether anyone will listen is another matter).

Building trust is the responsibility of the brands – they need to be authentic and transparent; the US lags Europe when it comes to consent in marketing, for instance. And be consistent. If you do this, the people who want to hear your brand story will listen; it becomes a compelling message.

Ultimately, measuring contextual advertising is more difficult than in the cookie era – but this may lead to more brand studies and improved advertising. The truth is, engagement is engagement – and we’ll notice when it’s working well.