Top 5 Contextual Targeting Tactics: Seasonal Alignment
Welcome to the Marketing Matters! A biweeklyish newsletter where I share my thoughts on all things related to marketing, media, digital advertising, and likely some other random topics that I hope this audience finds valuable. Please enjoy, and if you find it valuable, follow and share it with a friend. ??
Whether naturally occurring or manufactured through marketing activities, many brands experience predictable, repeatable, significant surges in sales year over year during the same time frames.?By monitoring these buying patterns and identifying their drivers, advertisers can place their ads in the types of content most closely related to those activities or events using contextual intelligence .
For example, the lip balm category experiences a massive surge in sales every year on the week of December 18th. Consumers do not all suddenly get chapped lips; rather, sales spike because brands like ChapStick are classic last-minute stocking purchases for the holiday. To handle chapped lips usage occasions, ChapStick could use functionally aligned contextual targeting to place ads around skincare content or articles on protecting your lips from sun, cold, and wind damage. But to tap into the seasonal surge for gifting occasions, lip balm brands can target content focused on top holiday gifts, sales events, or broader holiday-related content.??
Much like the surge in sales that can come and go quickly, we often see similar patterns in new content creation and consumer content engagement. Advertisers must be mindful of these trends when planning flighting and monitoring impression delivery. By working closely with your contextual targeting provider, you can tap into insights to help you prepare efficiently and identify when you may need to add or create segments to deliver the relevancy you need.
Sporting events?–?One of the most frequently used forms of seasonal contextual targeting is advertising in content surrounding major national, regional, or even global sporting events. Oracle Predicts segments , whose terms dynamically update daily, are ideal for capturing the latest breaking news and drama related to teams, players, injuries, scores, entertainment, locales, and more.??
Holidays?– Holidays are the most predictable of seasonal happenings and can be significant to a host of advertisers, spanning industries from retail to hospitality, consumer goods to travel, and everything in between. By nature, they are also short-lived, making it critical for marketers to reach their desired audiences close to the point of purchase. The right curated holiday contextual segment can do just that, or alternatively, you can create a customized holiday segment specific to your brand's use case within the Oracle Advertising Contextual Intelligence UI.
Shopping seasonal events?– For retailers and brands sold through retail channels, capturing new consumers and winning share during key shopping-related seasonal events can make or break a year. Contextual targeting can place your brand's ads front and center while your target customers are in the active shopping mindset - researching, reading, and engaging in content related to those specific seasonal events.?
领英推荐
Weather and cyclical seasonality?–?From allergy brands to sunscreen and mosquito repellant to swimsuits, sales for many products are highly dependent on weather-related patterns that change throughout the year. Often, consumers engaging in one type of content related to these seasons may also be interested in other products or services. For example, when researching travel arrangements for a spring break trip to Hawaii, seeing an adjacent ad for a bathing suit can spur an unplanned purchase.?
Other newsletters in this series:
Oracle CX, Principal Product Marketing Manager
7 个月Love that season's are not just about traditional holiday's. Annual sporting events, and even department store sale events can stake a claim to increased readership during a certain time frame.