NinaData_RGB_horizontalNinaData_RGB_horizontalNinaData_RGB_horizontalNinaData_RGB_horizontal
  • Home
  • Technology
  • Advertisers
    • Contextual Deal IDs
    • Self-Serve Platform
  • News & Blog
  • Home
  • Technology
  • Advertisers
    • Contextual Deal IDs
    • Self-Serve Platform
  • News & Blog
Get Started
✕
Meet us at Programmatic Pioneers Summit
May 19, 2022
Why contextual advertising is the key to brand safety
July 6, 2022
Published by ninadata on June 12, 2022
Categories
  • Blog
Tags
  • advertising
  • attention
  • audience targeting
  • contextual advertising
  • contextual intelligence
  • programmatic
  • programmatic advertising
  • ROI

The NinaData team headed off to London for the Programmatic Pioneers Summit at the end of May – Europe’s biggest event dedicated to all things programmatic.

The conference saw over 70 programmatic media experts from all the leading brands, agencies, and publishers come together to discuss key things to watch for right now and how to prepare programmatic strategies for cookieless browsers and further developments in e-privacy and regulatory changes.

Here are our takeaways from the conference!

Being top of mind hasn’t changed for brands

Dominating the top of the marketing funnel is still majorly important for brands. Driving awareness, recognition, and visibility is very much at the core of their marketing strategy, and with the removal of third-party cookies, brands will be looking at new ways of connecting with their audiences.

According to a study by the Programmatic Pioneers Summit, 54% of respondents said that the crumbling cookie is a concern and are rethinking their strategy in response. So it’s no surprise that 53% of respondents in the same study said they’re struggling to identify the right customers to target for specific campaigns.

Leverage contextual advertising to drive campaign performance

The comeback of contextual. We observed many speakers discuss the difficulty in running behavioural targeting campaigns. Contextual advertising allows you to deliver your message to a specific frame of mind as it seamlessly slots into a contextually relevant environment. 74% of consumers have a favourable perception of brands whose ad messages relate to the adjacent content, according to IAS’ Congruence Effect study.

Capturing the same frame of mind isn’t possible in behavioural targeting. In a keynote of contextual strategies for performance campaigns, a study of over 1,000 campaigns found that contextual targeting outperformed re-targeting by 22%.

Paying attention to attention

With over 50% of ad spending going to the three biggest platforms, only looking at outcomes at an individual level is too limited – we need to measure exposure as well.

In a chat with Craig Tuck, Hannah Barnett and Charlotte Still focused on the notion of “attention”, the panellists considered how the industry can transition from a cookie-based to privacy-centric approach that enables a true understanding of ad performance beyond viewability and click stats. 

However, there is no industry standard for “attention” metrics right now, and there was no clear answer for it going forward, according to the panellists. However, they did agree that the cost of advertising is going to be flipped on its head. According to Craig, 

even though costs per ad may rise, they will turn out to be more cost-efficient in the future. 

ROI is mission-critical

As first-party data becomes even more important, finding ways to use it to drive ROI impact is becoming mission-critical. This is no surprise given that campaigns which are truly using first-party data are still in the early stages of being rolled out.

Over 66% of respondents to Programmatic Pioneers Summit’s study reported that increasing personalisation and user control is a major consideration for their media buying priorities. Marketers are facing pressure to acquire customers as cost-efficiently as possible – a never-ending struggle for most.

It is to be hoped that once ROI is proven, the industry as a whole will see an uptick in activity. 

Conclusion

It was crystal clear that the industry fully backed contextual targeting as the answer to the demise of cookies, and brands need to transform their programmatic roadmap to thrive in a post-third-party cookie era.

With this in mind, ask yourself – are our current capabilities fit for the future? Are they agile enough to really make the most out of contextual targeting? If not, any delay in getting your strategy ready could cost you your competitive and top of mind presence to your competitors. 

If you’d like more information about how NinaData can help you to reach more targeted audiences than ever before without cookies and to improve your ROI, get in touch with us today.

Share
0
ninadata
ninadata

Related posts

Contextual Advertising Trends 2023

Contextual Advertising Trends 2023

January 17, 2023

Contextual Advertising Trends 2023


Read more
December 20, 2022

NLP & Contextual Intent in advertising – what are they and why are they important?


Read more
November 11, 2022

Why AI-Powered Sentiment Analysis is Essential for Relevant Privacy-First Advertising


Read more

Leave a Reply Cancel reply

You must be logged in to post a comment.

Policy

  • Privacy Policy
  • Data Processing Policy
  • Terms and Conditions
  • NinaData Master Subscription Terms

Quick Links

  • Home
  • Technology
  • AdvertisersContextual Deal IDs
  • Self-Serve Platform
  • News & Insights

Tammasaarenkatu 1 00180 Helsinki Finland

  • LinkedIn
  • Twitter
  • Facebook
Get Started
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
Cookie SettingsAccept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT