As a renewed focus falls onto contextual marketing, global media leader DynAdmic is forging a new path for the future
As we watch the automated cookie age disappearing there isn’t a CMO who is not already planning for a “cookieless future,” with an eye for innovating what has previously been an arm’s length approach to ad placement. Whilst there remain a limited number of solutions that have a like for like replacement to the third-party cookie, we are seeing the leading media platform players innovating at speed to drive renewed power of contextual placement media. These teams, such as the global leader DynAdmic, believe that a shift away from cookies shouldn’t mean that the brands can no longer target their consumers in relevant and powerfully resonant occasions, and they are proving that the change may result in improved consumer attention.
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When asking CEO & founder of DynAdmic, a global leader in contextual media innovation, Stephane Bonjean, why their clients are choosing this approach to placement he offers that “our clients have seen contextual targeting yield increase attention at lower media costs as well drive greater brand impact and longer viewership and completion rates.”
Contextual placement today bares very little resemblance to what we once knew. Whilst it used to simply mean placing ads adjacent to relevant content or searching for keywords, today the granular sophistication of the systems behind the contextual placements offers benefits in behavioral targeting that drill deep into the content that consumers are actively looking for. Content that is interest and mindset based.
Fueled by AI and with the power to analyse billions of placements for relevance and connection every day, advertisers now have the opportunity to do far more than place their ad on a site and hope for results. “The ability to place branded content and ads exactly where consumers want to see them has a hugely effective impact on viewership and engagement and provides many of the efficiencies of personalised messaging delivery” continues Bonjean.
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