According to a study produced by IAB Brazil in partnership with Kantar Ibope Media, the national market invested R$ 16,4 billion in digital advertising just in the first six months of 2024. Within this market movement, it is possible to identify the main strategies of the sector today and predict possible trends that should arrive in force in the second half of the year and the beginning of 2025. This is the case of contextual advertising.
According to Bruno Almeida, CEO ofUS Media, leading media solutions hub in Latin America, the approach will transform the future of the segment. With Google moving to block third-party tracking cookies in Chrome, companies need to find ways to continue offering relevant ads without access to data collected on sites outside their domain. Contextual advertising is the main one, once it opens up space for new formats and possibilities, say
How contextual advertising works
Cookies are personal information collected during visits to websites and shared with other companies, what enables personalized advertising. However, in the last four years, the discussion about the blocking of this data has progressed due to the risks to user privacy and the increasing regulations surrounding the topic, causing many companies to abandon the approach
On the other hand, with advances in Artificial Intelligence (AI), contextual advertising has been gaining more and more effectiveness. Through this technology, the solution analyzes not only the textual content of the page the user is visiting, but also contextual factors, how geographical location and climatic conditions. This allows the creation of solid and anonymous profiles to be used in displaying relevant ads, since it predicts intentions and behaviors with high accuracy
For Almeida, this structure benefits all those involved. "On the advertisers' side", it is a way to increase click-through rates and conversions, respecting regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). On the consumer side, trust in brands that respect your privacy is strengthened and your experience is improved by receiving less intrusive ads that are more aligned with your interests, explain
Possibilities of contextual advertising applications in the marketCurrently, many companies already show great potential for applying contextual advertising in their business strategies. The CEO of US Media cites examples such as Tinder, location-based relationship platform, and the Fandom, fan community that offers articles, guides and forums about movies, series and games
In the first case, the executive highlights that the app could collect data on user profile preferences to display targeted content. For example, if the person shows interest in outdoor activities or mentions sports in their biography, she can receive advertisements for sportswear, camping equipment or fitness events, punctuate
As for the Fandom, Almeida presents the incorporation of native ads as an alternative, that integrate perfectly with the design and content of the platform. We are talking about sponsored articles that discuss the behind-the-scenes of a movie or exclusive interviews with actors, that at the same time promote the purchase of tickets or subscriptions to streaming services, concludes
