Moving beyond Contextual Targeting
Contextual Targeting has been around for a while now, and its success is based on the content keywords that are chosen. The inherent weakness in this approach lies in the complexity of the English language. For example, does a galaxy refer to a solar system, a phone, or a soccer team? Similarly, does focus refer to a Ford automobile, the way that a lens works, or a mental state of mind? And the importance of getting it right has never been greater. According to a recent Adobe survey, 67% of consumers feel it is important for brands to adjust content based on the current context and 47% get annoyed when their digital content isn’t personalized and relevant to their experience.
Marketers need to move beyond content keywords to understand the concepts on the page to be able to reach users when they are engaging with content that indicates that they are a prime prospect the advertiser’s product. In addition, the relationship between concepts becomes critical to both refine the audience targeting and to be able to uncover incremental concepts that allow the marketer to reach new prospects that are receptive to the marketer’s message.
The importance of Conceptual targeting can be shown by the following real life example. In this case, the user received a DeWalt ad on a page talking about NailGun. This obviously doesn’t make sense given that the page was really about software development using the JAVA client NailGun.
Inuvo’s IntentKey prospecting engine is fueled by Artificial Intelligence that reads the page and understands the various concepts and of the page with which the user is engaging. Instead of just reading the content keyword and thinking that the page is about a power tool, Inuvo reads the page and understands the various concepts that the user is engaging with includes programming in Java and Java software. Instead of serving a power tool ad, Inuvo would serve an ad for, say, Heroku.
In addition, because Inuvo understands the relationship between concepts uncovered, we would help Heroku find additional prospects who are consuming content not only on Java, but extend the audience reach to include additional concepts like Static or Dynamic IP Addresses, DNS Servers, Spring Framework, Virtual Servers etc. We are able to do this due to our 3.8 billion pages that have been conceptualized to date (with an additional 10 million daily) to create over 25 million concepts and over 495 million relationships between those concepts.
With Conceptual Targeting, unlike contextual targeting, the user experience is enhanced because the user is receiving ads that are relevant to their browsing intent. The advertiser wins because the ads get higher engagement.