Contextual Marketing

I have come to hear again and again that ‘banners don’t work’, ‘people don’t click’ and about the death of the digital newspaper Ad. Now there might be a solution. It’s called contextual marketing, and it’s for everyone.

A few months ago, I came across a company called Kobler and found it incredibly interesting. I have always been curious about banner ads. but people are increasingly ignoring them, and the Click-through-rate at 0,6% is far from encouraging. But I’ve always found them to be influential in my customer journey, without generalizing and saying it works on everyone. Banner Ads are top-of-funnel, and showing direct results from them is a challenge, but removing Banner Ads has proven to have negative consequences for sales.

So decreasing exposure and CTR - That sucks. Luckily Contextual Marketing is growing, and I’m not thinking about the ‘Google stalking the hell out-of-yah’-kind. I’m talking ‘no data needed’ marketing. It’s as simple as writing in the keyword you want to be associated with, and then you bid to show up in articles that mention your keyword, similar to a Google Banner Ad. For instance, I want to be shown on articles mentioning Restless Legs. This finally provides me with the opportunity to do just that. So without data, I manage to target people with the problem without needing any data. Awesome, right? I’ll give you an update on how it goes in January when it’s been tested.