How Context and Time Mapping Generate Quality Leads and ROAS
Have you ever felt that while exploring some content; let’s say Real Money Gaming, you get to see an ad for floral gifts and bouquets? Wouldn’t it look unusual as there is no relatability between games and flowers? Well, it’s all about the Context and Time! If an ad for some quality smartphone could have been displayed on RMG touchpoints then perhaps, it could have led to quality results because the high-definition mobile can better enhance the user’s gaming experience.
Therefore, the key lies in forging connections and relatability because if users don’t find content or offerings customized to their interests, they might either churn or barely return to the brand, posing a retention and engagement challenge for marketers. Audiences expect brands to be familiar with their choices and preferences wherein, Context pertaining to Content and Time plays a pivotal role in setting brands apart from competitors and ensuring the success of the campaign.
Being a marketer, what are you showcasing to whom and at what time plays a significant role in building a brand image wherein, a blend of context and time with AI helps in making real-time decisions. So, I suggest brand owners transform their advertising strategies, keeping in mind the context behind the content and the right time to execute the same.
Contextual Intelligence: The Catalyst for Quality Leads
For the past couple of years, contextual intelligence has been making a boom in the digital ecosystem mainly because of the phasing out of third-party cookies. As per Statista, the current contextual advertising spending worldwide is 228.66 billion U.S. dollars and is projected to reach 376.2 billion U.S. dollars by 2027 with an aim to be a critical aspect in building a comprehensive ad campaign strategy. Moreover, the cookieless infrastructure has enhanced the media channels for effective campaign execution and proven to be a monumental turning point for the AdTech industry as advertisers are now able to redefine their marketing strategies, contextually.
Owing to this, the amount of tracking metrics and targeting parameters has become more precise for advertisers because context and time mapping enable them to create personalised ads, tailored to netizens’ interests and deliver the same at the specific moment to drive incremental sales. For example, a user looking for a business class ticket to Europe can be targeted showcasing the content for Luxury Watches. Tapping the audience possessing substantial purchasing power can result in enhanced returns.
It’s true that people are bombarded with a variety of content wherein, contextual intelligence has taken centre stage because it crafts ad content that aligns seamlessly with context and increases the likelihood that the delivered message will effectively draw user attention towards it. This approach provides marketers with better ad placements and a robust user base, enabling them to make business decisions, depending on users’ activity levels and interaction patterns with their devices.
Timing Is Everything: Navigating the Peaks of User Engagement
The relatability of context and content massively influences user purchasing decisions wherein, executing a campaign at the right time and moment can act as icing on the cake. When online users are provided with timely and relevant content, the potential for conversions increases, leading to a boost in sales. Since their emotions and perceptions work accordingly which influences their online behaviour; thus, careful examination of user behaviours and current trends empowers marketers to identify these critical periods.
This drives effectiveness in the marketing funnel and campaign performance since advertisers can reach the users, amplifying the brand objectives via precise targeting during the time they most prefer to engage with their device.
For example, in India, the 10 days Durga Pooja festival is about to commence where marketers can showcase people with famous temples and places where it’s celebrated with great pomp and show. During such moments, showcasing the tourism campaign at multiple digital touchpoints can leave a powerful impression on users with quality retention and engagement rates. Because herein, users are shown the content that matches the relevance of the context with the festival.
Indeed, a robust time mapping of the context streamlines campaign KPIs and marketers can further allocate advertising budget to the sources, yielding favourable outcomes. This is why, the expected digital ad revenue in India is projected to reach 765 billion Indian rupees by 2025 as the synergy between the ad and its context efficiently bridges the gap between advertisers and audiences (source: Statista). Thus, in the digital realm, where brands thrive to sustain the AdTech ecosystem, context and time mapping play a fundamental role in enabling them to cope with the factors of uncertainty too. This is transforming the advertising landscape as it embraces the cookieless mechanism and edges the contextual intelligence solutions.
Thus, I suggest that marketers should rely on it as it’s the future of the AdTech ecosystem since in a fast-paced world where getting consumers’ attention is challenging, and competition is fierce, combining the right context with strategic timing is a powerful approach. By creating marketing campaigns that connect with the audience’s needs at the appropriate moment, businesses can achieve impressive returns on their advertising investment. This further maximizes the click-through rates and also results in unique ad impressions, targeted precisions and real-time decision-making for campaigns.
Author: Alok Pandey, VP – Sales & Marketing, Xapads Media
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