We have seen over time in The Cloud GroupWe've covered some of the specifics of contextual advertising, but this time we'll mainly focus on what's coming and what's expected for 2023, building on its significant growth in 2022, which is now ending.
The contextual advertising It is a type of advertising relevant to the context of a page's content.
That's why this type of marketing It is a technology that does respect privacy 100 percent with unique customer segmentation capabilities.
There is a present reality in the industry, and that is that Google announced Recently, it was announced that it would eliminate third-party cookies by the end of the current year, forcing marketing campaign designers to seek even safer alternatives, and this is where we can conclude and predict that by 2023, contextual advertising will be very important.
According to data from the Interactive Advertising Bureau (IAB), 82 percent of online advertising is based on cookies for audience segmentation, while 77.41% of websites use at least one cookie and only 211% use more than ten.
According to the IAB, contextual advertising will have a growth in Latin America of approximately 63% and represents an optimization of the supply, demand and vertical integration route.
Contextual targeting allows ads to be shown where the user chooses. This technique identifies the most relevant websites for a specific ad through a series of criteria. keywords. This type of advertising can increase consumer interest in specific content by up to 2.5 times and also increase consumer interest by up to 32 percent compared to traditional demographic segmentation.
If you're still having trouble understanding how this type of advertising works, we could think of search engine ads like Google that are activated based on the keyword a specific user has searched for, and this is precisely the basis of contextual advertising: impacting users who are potentially interested in a product or service.
Contextual advertising on mobile phones in 2023:
Currently, mobile phone use is widespread in advertising and is expected to continue dominating worldwide in 2023.
Statista reveals that the in-app advertising market is growing steadily and is expected to reach $339 million in 2023, so we can clearly see that contextual advertising in apps is more relevant than ever, seeking to offer multiple benefits such as providing a better experience, protecting user privacy by targeting them without collecting data, and increasing engagement.
We will conclude by highlighting the increasing receptiveness that will be evident in 2023 for contextual advertising, given that it has proven successful in generating greater influence on purchase intent, especially in the case of niche or specialized products. That is, when ads are positioned in a contextual environment, the consumer is more likely to take action, for example, by buying something or seeking more information about the product.
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