Tis the Season of Contextual Targeting and Creative! Which Season are You In?

October 24, 2022In Campaign Strategy, Programmatic8 Minutes

Many shoppers are at the beginning of the buyer’s journey, and in a crowded and competitive media landscape, brands cannot afford to miss the opportunity to capture their audience’s attention. The key to standing out starts with context.

Why Contextual Now?

As a cookieless future looms on the horizon, the conversation surrounding contextual targeting continues to evolve. While the practice of ad placements in context is not new, ongoing consumer privacy updates are driving advertisers to reassess how contextual targeting fits into their strategy. Reaching audiences while they are consuming relevant content yields greater campaign performance, however, high-performance contextual requires advanced page-level analysis and optimization to achieve its full potential. Storygize’s proprietary algorithms are constantly analyzing the meaning and sentiment of every accessible publisher page, so advertisers can ensure that ads are placed with content that’s relevant and interesting to their audiences. This leads to better user experiences and more effective campaigns.

Why Your Creative Matters

Advertisers that incorporate contextual targeting into their strategies have taken the first step in better attracting their audience’s attention. What comes next? If you’re an athletic apparel brand, serving an ad in an article about exercise tips is only the beginning. You also need eye-catching imagery and persuasive messaging that captures the attention of your audience to drive traffic to your site. Compelling, channel-specific creative is critical to campaign success and is one of the biggest challenges advertisers face when activating campaigns. This is especially relevant during the high shopping season as it is imperative that launches are not delayed. The combination of contextual targeting and the right creative work together to drive highly qualified traffic to your website.

Why Attention Metrics and True Engagement Matter

Tracking customer behavior once they have clicked through to your site seems like it would be simple, but how can you be sure how they are interested? Attention metrics measure loose proxies like viewability to exact measures like lab- or panel-based eye-tracking that record actual gaze and focus. Our proprietary True Engagement® Technology tracks user-level site engagement beyond time on page, including micro-mouse movements, window focus, scroll depth, and page clicks. This enables us to target customers that are deeply interested in your brand while optimizing toward engaged audiences for maximum efficiency and effectiveness on the media buy. This allows the campaign to be optimized in real-time toward a target audience that is most likely to make a purchase.

At Storygize, we’ve built these high-performance metrics into the core of our platform. Our predictive engine connects context with engagement, allowing our algorithms to optimize in real-time to drive better outcomes. Combined with our dynamic creative optimization capabilities, you can test and adapt your ad creative in real-time at scale for more effective and efficient campaign results.

Are you looking to achieve better performance in your campaigns? Storygize can help. We develop campaign strategies with channel-specific assets that deliver better audience experiences, deeper brand engagement, and more meaningful outcomes. Get started today.

Many shoppers are at the beginning of the buyer’s journey, and in a crowded and competitive media landscape, brands cannot afford to miss the opportunity to capture their audience’s attention. The key to standing out starts with context.

Why Contextual Now?

As a cookieless future looms on the horizon, the conversation surrounding contextual targeting continues to evolve. While the practice of ad placements in context is not new, ongoing consumer privacy updates are driving advertisers to reassess how contextual targeting fits into their strategy. Reaching audiences while they are consuming relevant content yields greater campaign performance, however, high-performance contextual requires advanced page-level analysis and optimization to achieve its full potential. Storygize’s proprietary algorithms are constantly analyzing the meaning and sentiment of every accessible publisher page, so advertisers can ensure that ads are placed with content that’s relevant and interesting to their audiences. This leads to better user experiences and more effective campaigns.

Why Your Creative Matters

Advertisers that incorporate contextual targeting into their strategies have taken the first step in better attracting their audience’s attention. What comes next? If you’re an athletic apparel brand, serving an ad in an article about exercise tips is only the beginning. You also need eye-catching imagery and persuasive messaging that captures the attention of your audience to drive traffic to your site. Compelling, channel-specific creative is critical to campaign success and is one of the biggest challenges advertisers face when activating campaigns. This is especially relevant during the high shopping season as it is imperative that launches are not delayed. The combination of contextual targeting and the right creative work together to drive highly qualified traffic to your website.

Why Attention Metrics and True Engagement Matter

Tracking customer behavior once they have clicked through to your site seems like it would be simple, but how can you be sure how they are interested? Attention metrics measure loose proxies like viewability to exact measures like lab- or panel-based eye-tracking that record actual gaze and focus. Our proprietary True Engagement® Technology tracks user-level site engagement beyond time on page, including micro-mouse movements, window focus, scroll depth, and page clicks. This enables us to target customers that are deeply interested in your brand while optimizing toward engaged audiences for maximum efficiency and effectiveness on the media buy. This allows the campaign to be optimized in real-time toward a target audience that is most likely to make a purchase.

At Storygize, we’ve built these high-performance metrics into the core of our platform. Our predictive engine connects context with engagement, allowing our algorithms to optimize in real-time to drive better outcomes. Combined with our dynamic creative optimization capabilities, you can test and adapt your ad creative in real-time at scale for more effective and efficient campaign results.

Are you looking to achieve better performance in your campaigns? Storygize can help. We develop campaign strategies with channel-specific assets that deliver better audience experiences, deeper brand engagement, and more meaningful outcomes. Get started today.