How Contextual Targeting and Engagement Measurement Native Advertising Leads to Success.

2. Expand the reach
of your audience

3. Context over interest!
Target branding the right way

4. Let’s talk about
branding.

5. How do you reach
your audience?

6. The branding audience
Brand
Product Solutions Message Activity
TOUCHPOINT TOUCHPOINT TOUCHPOINT TOUCHPOINT

7. Targeting
TOUCHPOINT TOUCHPOINT TOUCHPOINT TOUCHPOINT

8. How should I target those touchpoints?
That’s a very good question, right?

9. Targeting methods
Behavioral
Targeting
Retargeting
Existing interest Existing intent
Contextual
Targeting
Considers
context
Creates interest

10. Data insight
Behavioral Data
Socio
Demographic
Interest Profiles
Limited/Static
interest
Only interest is
targeted. Context
is arbitrary
Intentions must
have been
expressed

11. Behavioral data is
ignorant to the
editorial context.
http://www. newsmagazine.com

12. Data insight
Contextual
Content
Date/Time
Mobile
Stationary
Unlimited
expressions of
interest
In the moment
data
Interest and
context match

13. Contextual
targeting
communicates the
right message at
the right time.

14. Contextual
targeting
communicates the
right message at
the right time.

15. All your campaigns had contextual elements in the past!
Devices/Location Content Date/Time

16. Complete the effort & reach your audience!

17. Use the right targeting approach to harness
the power of context!

18. Context is key for any branding measure
How can context help me?

19. Context shapes our behaviour regardless of
personality and interest.

20. Situational influences do shape human behavior
much stronger than any analysis of behavior or
personality can predict.

21. Perception of value
is influenced by
context.
- Pool Houses & Convertibles sell
with a higher premium during
the summer.

22. Relevant Context
Matters
- 20% of users feel more positive
about the advertiser.
- 23% deem the advertisement
to be relevant for them
individually.
- 10% pick up additional
information.

23. How context shapes our state of mind
- Customer is focused on a non
contextual relevant topic.
- Cognitive dissonance between
ad and content.
- Ad might address his/her
general interests, but is
ultimately less effective.

24. Cognitive
dissonance
between ad and
content.
http://www. newsmagazine.com

25. How context shapes our state of mind
- A relevant context ensures:
a. Message addresses the consumer's
current interests.
b. The customer is in the right frame of
mind to interact and engage with
the brand.

26. The customer is in
the right frame of
mind to interact
and engage with
the brand.
http://www. newsmagazine.com

27. Contextual
Targeting means...
… communicating your message to
the right audience at the exact
right moment.

28. Interest profile

29. Real interest expression
Day 1

30. Real interest expression
Day 2

31. Interests form spontaneously and are
multiple for every human being.

32. Obstacles

33. Everchanging
online landscape
1000 articles are published
every day so the content
landscape changes
constantly.
There is a neverending
stream of new content....

34. Each impression is
different

35. Brand safety

36. Real time contextual analysis
Exclusion of unsafe
contexts.
Identification and
distribution of / to target
audience.
Real Time contextual
analysis on the
impression level.
Semantic processing of
each published media.

37. Contextual Targeting is just one part of the
Solution!

38. Engagement, the
missing link

39. Engagement is measured branding success
Page Views
/ User
Action
Engagement
Session
Time
Bounce
Rate

40. Engagement creates a positive brand contact

41. A look inside the
workshop!

42. Measuring Engagement : Every user-generated action is
registered by our proprietary tracking solution.

43. Engagement
Focussed
Distribution

44. Engagement
Focussed
Distribution

45. Contextual Distribution in Action

46. Contextual Targeting - Engagement
- Pakolino creates artful tinkering
sets.
- Promoting Educational /
Parenting Content
- Goal of the campaign was a
meaningful brand contact
through content engagement.

47. Contextual Targeting - Engagement
- Test on same reach
- Contextually targeted vs.
non-contextual algorithm
- + 40% session time for
contextually targeted creatives

48. Contextual Targeting - Create your audience
- Providing a full stack online
trading platform
- Consultative Approach:
Explanation of different
methods / components of online
day trading
- Creating trust through
demonstration of expertise.

49. Contextual Targeting - Create your audience
- Test on same reach
- Retargeted both audiences with
Performance campaign
- 7 € CPL vs. 11 € CPL
- + 30% Lead2Deposit conversion

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