Curated News from MarTech on December 17, 2021 Marketers are expanding their omnichannel playbook to include digital out-of-home (DOOH) and delivering contextually relevant ads to hyperlocal audiences, according to new findings released this week by the DPAA, a global out-of-home trade association. What they found. Two-thirds of marketers surveyed had activated a new DOOH campaign in the previous […]
Goodbye Keywords; Hello Sentiment And Mindset – How Contextual Is Rethinking Relevance
Curated News from MarTech Series on December 8, 2021 With addressable impressions on the open web set to fade out of view, advertisers are increasingly looking to contextual targeting to deliver campaign results without using personal data or identifiers. Those who’d written off contextual a decade ago as static, limited and outdated, may find themselves pleasantly surprised. For, while the industry has […]
Custom Content Graphs Help Improve Brand Relatability
Curated News from MarTech Series Series on December 7, 2021 Most effective ad campaigns have one thing in common — they’re relatable. When your consumers relate to your messaging, they’ll pay attention. If your content doesn’t connect with their lives, it makes it nearly impossible for them to engage with your message and brand. Recent research on […]
Contextually targeted ads ‘drive more engagement’ than industry standard
Curated News from Mediatel on November 29, 2021 Contextually targeted ads drive more than three times more engagement than IAB standard ads, according to new research. Attention measurement company Lumen Research and contextual advertising business Seedtag have produced the findings in a white paper The Power of Contextual in the Attention Economy. In terms of attentive seconds per […]
How Havas Media HK and Oracle are using contextual intelligence to drive cookie-less advertising at scale
Curated News from The Drum on November 25, 2021 Digital and programmatic advertising is at an inflexion point, with the industry striving for privacy-first, brand-suitable advertising that still delivers efficiency and scale. Oracle and Havas Media have been working together to use Oracle’s Contextual Intelligence, part of Oracle Advertising Solutions to do just this for brands, earning […]
Ad Execs: Contextual Is King, Again
Curated News from Media Post on October 8, 2021 Contextual targeting based on the contextual environment of the media consumers are present on is projected to be the dominant form of consumer ad targeting within a year, overtaking behavioral targeting based on tracking people’s identities and behaviors via their use of digital media and devices. That’s the […]
Now’s the Time For a Contextual Revolution
Curated News from MarTech Series on October 1, 2021 Contextual targeting has existed for over a decade, but it’s experiencing a revolution. The technology is getting more intuitive, creative and adaptive. Recent innovations in contextual involve connections between intelligence and adaptive creative to yield an improved experience for the entire ecosystem — users, advertisers and publishers. As […]
Context is King: Why Context Has Always Been — And Will Always Be — The Answer for Advertisers
Curated News from Global Banking & Finance Review on September 21, 2021 Advertising has faced many changes over the years. The demise of third party cookies and a patchwork of new policies and regulations, combined with hyper-aware consumers on data privacy rights, makes for a tough time for marketers. Advertising across video content compounds this, where the […]
Integral Ad Science: Contextual ads are effective in driving brand recall
Curated News from Campaign Live on September 14, 2021 Contextual ads, which are targeted to match the content of a webpage versus audiences based on cookie data, are effective in driving brand memorability, according to a study by Integral Ad Science and Neuro-Insight. According to the study, which in July collected neurometric data from 60 participants ages […]