By 2021, a study by Kobler revealed that less than 50% of Scandinavian internet traffic comprised addressable users for audience-based targeting. Users on Safari and Firefox, in particular, became unidentifiable, further complicating the landscape for advertisers seeking to reach specific audiences.
In January 2024, the advertising industry witnessed a crucial development with the enforcement of Transparency & Consent Framework (TCF) 2.2. Publishers were required to implement consent boxes that allowed users to easily reject or accept all forms of data usage. When users opt to reject all, tech providers utilizing personal data are unable to receive advertising requests.
Early observations post-TCF 2.2 implementation revealed a notable increase in no-consent (reject all) ad inventory, rising from 15% to 30%. This means that an additional 30% of users are now not addressable for audience targeting or cookie-based measurements, limiting the ability to measure frequency or reach. This in combination with tracking prevention from Safari and Firefox less then 30% of internet users are addressable.
Contextual marketing has demonstrated positive outcomes, as evidenced by a comprehensive study conducted by YouGov on behalf of Kobler and approved by the World Federation of Advertisers (WFA)*. Results indicate a 15% increase in brand recall, a similar boost in purchase intent, and a 15% increase in credibility for advertisers. Furthermore, contextual ads enhance the overall user experience, garnering a remarkable 118% increase in user liking, creating a win-win situation for both publishers and internet users. Furthermore the level of relevance influences the effectiveness of the advertisement. The impact can increase up to 6X more effective when the ad and the article matches.
In navigating the evolving digital marketing landscape marked by privacy concerns and regulatory changes, the industry’s resilience is evident through the adoption of contextual advertising. Marketers are realizing that aligning with user preferences and content relevance is not just a response to regulatory challenges but a pathway to significantly enhance advertising effectiveness and user satisfaction.
Contextual advertising proves to be a versatile tool that can be strategically employed in various ways:
As contextual advertising continues to prove its efficacy in diverse strategies, we invite you to reach out if you have any questions or if you seek additional insights on maximizing the potential of contextual advertising for your specific needs. Our team is here to assist and provide innovative ideas to optimize your advertising approach.
This article was co-written together with:
Philip Örtengren (Head of Sales), Kobler
Remotion is a partner to Kobler
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