New Research From GumGum Shows a Resurgence in Contextual Targeting in...
Summary
Contextual targeting, which can be defined by placing relevant ads alongside content that users have an interest in, was revealed as the most widely used form in the US, followed by demographic (46%), geo-location (44%) and behavioural (25%).Respondents in the US were also notably more impressed with the way contextual targeting improves campaign planning and brand perception, than their UK counterparts.Whist it might not be top of mind for US companies at the moment, because commerce and data move freely across international borders, many firms in the US and across the globe will need to conform to its guidelines.Ben Plomion, CMO, GumGum, commented: “We have seen a number of factors come together in recent months to increase the value contextual targeting brings to online advertising – from brand safety concerns and data protection regulations.With the significant technology advances available, and specifically the ability to analyse images and not just keywords, has really thrown contextual back to the forefront of advertising - brands need to take advantage.”
Classifications
AskAI Classifications
LabelsLinked Companies
