As the advertising landscape shifts towards greater privacy compliance, the resurgence of contextual advertising raises questions about its effectiveness and ROI compared to data-driven targeting. Is it a sustainable solution or a stopgap in digital marketing’s evolution?
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Sebastien Kriegel, digital partner at UM, says when executed properly and taking into consideration attention and the nuances of different contexts, contextual advertising can lead to improved results. “We’ve seen 15-20% increases to conversion rates of contextually led approaches versus standard platform targeting and at lower frequencies, which suggests users require less messaging reinforcement to become engaged because they are in at a more relevant mindset.”
Read more in Campaign Asia.