Contextual Advertising


By Clare Newman


Marketing budgets are on the rise, and for good reason. Research by the CMO Council found that 65% of marketers plan to increase their budgets in 2021, but how do you know which channels or tactics will work best for your business?

According to an August 2020 survey from Gartner, 78% of business-to-consumer (B2C) marketers and 69% of business-to-business (B2B) marketers expect their digital advertising spend to rise.

According to Internet Live Stats, there are over 1.8 billion websites on the Internet. This means that consumers have a lot of choices when it comes to deciding which websites they’ll visit. If they choose your website as one of their destinations, you have to give them a good user experience (UX) so they’ll stick around for a while. As a matter of fact, if you give your site visitors a bad experience, there’s about an 88% chance they may not return.

Conversion optimization, copywriting, and content marketing are all part of UX since they all directly impact a person’s experience with your brand. The idea behind UX is that the more engaging, interesting, and helpful you make your site, the more customers you’ll get online.

86%* of brands say they are going to move some of their marketing activities in-house.

This applies to SMM (67%), creative production, content marketing (65%), and PR (63%) in the first place. The biggest budget reductions are expected in event marketing (19%) and offline advertising (18%). These results indicate a transition to programmatic buying methods. 63% of brands and 72% of agencies expect more ad-buying deals to be traded programmatically.

SEMrush reported at the beginning of 2020 that over 62% of those surveyed planned to spend more to get their content marketing strategy up to par. Content marketing can help your business form valuable, trusted relationships with consumers.

With a greater focus on content production and content marketing strategies, it goes without saying that brands and agencies are finding ways to amplify their content.

Our SmartMatch™ SaaS platform, contextually targets content to the right audiences on the world’s leading publishers at the right time driving higher engagement.

How is SmartMatch™ different?

Contextual advertising solutions currently require brands to produce static creatives at a significant cost.

SmartMatch™ automates the build of content-led dynamic creatives for brands, freeing up the budget to focus on amplification.

Contextual advertising solutions require manual, keyword tagging per creative, limiting the number of creatives, and contextual accuracy.

SmartMatch™ automates semantic tagging of all branded content, unleashing all of a brand’s content with higher match accuracy.

Native advertising solutions are not contextual experts and rely on broader targeting techniques often amplifying content with less focus on premium publisher placements at the expense of quality matches and performance.

SmartMatch™ has a decade of contextual only expertise working with the world’s leading premium publishers ensuring the highest quality matching of content in the most premium environments.

Whether based on clicks or post-click attribution, connecting context and content with SmartMatch™ next generation contextual targeting has a far greater impact on engagement than traditional targeting techniques when compared to the industry average. This is why brands and agencies are allocating marketing spend to SmartMatch™ campaigns.

*Admixer |