Debunking 3 Myths Around Contextual Targeting

Though contextual targeting has made a resurgence, some advertisers have opted to stick with audience targeting strategies until absolutely necessary. With cookie deprecation becoming more eminent, advertisers that invest now in understanding the value of modern contextual will be ahead of the curve.

Forget what you think you know about contextual and read on as we debunk 3 common myths about contextual targeting!

Myth 1: Contextual is outdated and only works for keyword targeting

As one of the first online targeting methods, some still view contextual targeting as a thing of the past with an outdated approach of targeting keywords and general topics alone. Technology innovations and advancements in AI have paved the way for smarter, more precise contextual targeting.

For instance, Connatix Deep Contextual combines deep learning, computer vision, and natural language processing to read all of the content on a webpage including images, videos, audio, metadata, and text. This results in hundreds of outputs that can be targeted broadly or granularly depending on a brand’s campaign goals.

Myth 2: Contextual isn’t as effective as other methods of targeting

When contextual targeting emerged as an audience tracking alternative amidst growing concerns with consumer privacy, many worried it wouldn’t measure up to the behavioral targeting advertisers had become accustomed to. Modern contextual solutions are impactful not only when used in tandem with first-party data, but also as a primary targeting method. Because contextual targeting reaches the right audience when and where they are most receptive, consumers are more likely to engage.

In a recent campaign for a global messaging app, Connatix targeted video content aligning with consumers’ in-the-moment interests. As a result, Deep Contextual outperformed sitelist targeting to increase brand awareness by 23% and boost results  throughout the sales funnel.

Myth 3: Contextual does not attract & convert new customers

Consumers explore new interests online every day, providing brands with an opportunity to engage new customers. A child playing with toys is suddenly a teenager interested in makeup and fashion, or a city girl moves to the suburbs to raise a family drastically changing her purchasing habits. Using recycled behavioral data sets rather than real-time contextual data can cause brands to miss out on new audiences. 

Contextual targeting also effectively drives performance around key seasonal moments. A leading grocery tech company needed to drive awareness during the holiday season, a notably saturated time for advertising. By leveraging Deep Contextual, the campaign successfully engaged audiences consuming aligned content resulting in an 11% increase in aided awareness. 

Interested in learning more? Click here to discover how Connatix Deep Contextual can help brands build