In their journey to prepare for the cookie blackout, which is now imminent, marketers have begun to position themselves in alternative formats. If it is not going to be possible to continue segmenting advertising as it was being done until now because the necessary tools are no longer available, it is time to look for ways that allow to continue launching messages.

Among these avenues, classic elements of digital advertising are being recovered. This is what happens with contextual advertising. Contextual advertising was the first large format of online advertising, which was displaced by the new way of segmenting ads using personal data of Internet users. Contextual ads focused on what the content in which they appeared said.

If you visit a travel website, you received travel advertisements, for example. Now, that the decline of cookies will make it more difficult to track the user, contextual advertising is on the revival, making it also improved. Several players have been investing over the last few years to give these types of ads greater sophistication.

But contextual advertising should not be assumed simply as a patch against paradigm shifts and the brakes on what has been done so far. Marketers must be very clear that these types of ads also have their own benefits, bringing new things to brands.

It is not only interesting because it will allow to cover what the digital advertising that was done until now will no longer allow to do, but also because of its own values. As they point out in a column on Digiday , those values ​​are prominent.

Done right, contextual advertising achieves positive associations
If a good selection of media is made and poor quality headlines (and those of fake news) are eliminated, contextual advertising manages to generate very positive associations. A study has compared the perception of online advertisements and has determined that, when they are not contextual, 12% of those surveyed end up feeling a certain negativity before the brand that stars in them.

Consumers who speak of negative feelings when ads are contextual are only 5%. In addition, it must be added to what they say in the Digiday analysis that some players have already created very fine- tuned verticals. Large American newspapers, for example, have been working in recent years to create contextual advertising models that fit different emotions.

Improve brand image
In general, contextual advertising is usually associated with a higher rate of brand safety, since safe communication media are usually chosen to serve it and specific types of content are also established in which it is wanted to appear. Since brand safety has become one of the great obsessions of marketers, this point is very important.

The data from the studies they manage at Digiday also speak of the growth of favorability before the brand. A study showed that when contextual advertising is used in combination with in-content ads, the perception of safety and relevance is first improved, followed by an increase in brand favourability by up to 22%.

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