Tap into your audience’s existing attention with contextual targeting

With contextual targeting, your message meets its audience where their interest has already been sparked with apt content. Instead of distracting the reader or consumer of content, the right ad in the right context can enhance their experience.

”I compare contextual targeting with entering an ongoing conversation at exactly the right moment. It places your ad next to content that has already piqued the interest of your target audience,” says Client Manager Siiri Medina from Sanoma.

Contextual targeting on digital media can do what full-page magazine advertisements have done for decades: utilise pre-existing interest and harmonise advertising with journalistic content to add value to the reader. It offers the same control over context but with infinitely more flexibility when it comes to creative execution and timing.

• Tip! The digital equivalent of an impressive print ad is the Digital Full Page – a large-surface ad with high attention value that can be targeted contextually.

Keywords to video advertising – the many possibilities of contextual targeting

Sanoma offers three different ways to find the right context for your ad.

1. By site section: reserve a spot in a specific section of a news site, such as domestic or foreign news, economics, culture, sports, food or cars.
2. By IAB category: find content categories as specified in the IAB Content Taxonomy. 
3. By individual keywords: go for pinpoint accuracy by choosing keywords to target with. 

AI and self-learning models automatically locate the relevant content, which makes contextual targeting one of the most effective ways of targeting digital advertising.

“The different methods allow you to get extremely specific with your targeting. This level of precision may not be for every product or campaign, but if you’re looking for a niche audience, categories and keywords are helpful,” Medina points out.

Contextually targeted video ads on streaming service Ruutu are another useful tool for long-term advertising. You can target a specific show or choose from the themes of home, wellbeing, travel, food, sports and family.

Every campaign has its own characteristics that determine the best method to use. This is where Sanoma’s experts can help you!

Invest in campaign length and outstanding creative

To truly get your targeted ad campaign off the ground, it’s best to plan for a month-long campaign at a minimum so your message has enough time to reach the eyes of your target group. Another point to consider is the all-important creative execution.

“Effective targeting does not magically transform an otherwise bland advertisement,” Medina states.

Compared to print advertising – even the glossy magazines – digital media offers you any number of creative ways to display your message and product. Rich media advertising engages, surprises and entertains the reader. Choose from options such as a cross-screen ad with a parallax scrolling effect or an animated carousel to showcase multiple products. 

”By principle, a good-quality creative combined with the right targeting and campaign length will bring you impressive results,” says Medina.

Find your effective mix of targeting methods 

Combining contextual targeting with other targeting methods allows you to pick out, for example, interested readers in the right life phase or with a specific income. Try adding one of these targeting criteria:

• Interests based on previous content consumption
• Purchase intention in different product categories
• Demographics: age, gender, education, income
• Location
• Household types and life phases
• Media consumer segments
• Retargeting

Sanoma’s digital network reaches 91 per cent of Finns weekly, which provides us with extensive first-party data. In Sanoma’s media, your advertisement appears in a trusted, valued and brand-safe environment.

“Sanoma’s reputation as a credible source of news and information is built on commitment to high-quality journalism, editorial independence and comprehensive coverage. This lends trustworthiness to the advertising done on our digital channels, too,” Medina concludes. 

Got questions about targeting? Contact us to get started with planning the most effective solution for you!