Why now is better than later

While Google has recently delayed the demise of third-party cookies on Chrome to 2024, it has never been more important to act to stay ahead of the post-cookie curve. With more and more focus being placed on a privacy-first future, a big part of the re-thinking strategy is centred around contextual targeting.

It really is time to look forward, embrace change, and explore new ways of working. While unsolicited advice is endless, here are a few key points what we know to be of importance for all marketers in the next year.

• Contextual targeting is here to stay 

The deprecation of third-party cookies has been delayed, but there is no loss in testing contextual strategies for your brands. Contextual targeting provides amazing opportunities for marketers because it allows them to get their ads and brand message in front of the consumers who are actively interested in the product or service. By nature, it connects consumers and brands through genuine interest and relevancy. 

• Consumer and privacy-first

With the rise of consumer backlash, the industry is in need of privacy and data-compliant solutions. Marketers need to be thinking about how they can strengthen their brand association with privacy and PII compliance strategies and campaigns. And guess what, contextual targeting helps solve this too.  

• Powerful performance

​​​​​​​Can we shout about the performance? We think so. We have seen better performance across many verticals. Advanced contextual technologies are empowering the advertising industry to generate better performance, and much of this is down to improving performance metrics and how we measure success

• Video, video, video 

Lastly, contextual strategies do not only apply to display campaigns. Video contextual is growing rapidly, and for good reason. Contextual targeting via video offers consumers an enhanced user experience and brands are seeing higher engagement. Take a look at a 4D case study with insurance company AXA UK here.

This is what AXA UK's Brand Marketing Manager, Megan Anderson, had to say: “By activating with 4D Context Outcomes Engine we were able to drive performance, brand awareness and engage consumers interested in purchasing insurance across four different contextual strategies. The results spoke for themselves - in just a month we saw a 25% increase in video completion rate (VCR) across skippable videos.”

With the privacy-first, cookie-less era is fast approaching, marketers need to face the challenge head on and start to put the building blocks in place to prepare for the future.

Want to know how 4D can help your brand? Get in touch with us today: www.wearesilverbullet.com/4d