WHY USE CONTEXTUAL TARGETING?
Whilst audience targeting is about reaching the right user; contextual targeting is all about placing the right message within the right content. Some key benefits for a brand include:
Efficiency - Apply relevant article contexts, through a catalogue of 500+ granular topics, allowing you to target more efficiently than crafting site lists related to a given topic(s)
Sustainable & Strategic - Works well in a cookieless environment
Effective - Smartly position your brand and product during moments of receptivity to drive recall and awareness
Precise - Deliver relevant messaging within core topics using highly granular targeting options
How does it work?
Teads provides an exclusive catalogue of 500+ contexts. Within these 500+ context categories, there are also more granular sub-categories that can be applied for niche targeting requests (up to 4 per category). For example under the Auto category we can look granularly by Auto type such as Budget cars, Luxury Cars, Electric cars etc.
The standard Teads Contextual taxonomy is available in up to 31 languages and has been developed to cover the majority of contextual targeting needs.
1) Teads Contextual targeting is efficient by design
Teads' ability to target contextually lends itself to the publisher integrations that we have in place. As the Global Media Platform, we have access to premium editorial content at scale. The inventory we use to deliver our ads is qualitative, allowing contextual targeting to be efficient by design.
We can target 1.5B users every month, in more than 10M unique pages where hundreds of granular accurate contexts can be used!
2) Teads Contextual provides more accuracy in comparison to standard keyword targeting
We have developed proprietary algorithms, allowing us to perform a semantic analysis of the page. Therefore, we do not base an article context on hundreds of unrelated keywords (which is often the case industry wide). Alternatively, we perform a semantic analysis of each page in order to extract the core topics, allowing us to be more accurate in our targeting.
Take the example below:
In this example, the article talks mostly about investment, finance, climate change, environment, and B2B.
The other keywords are not used to place contextual ads, as they are not related to the core topic.
This allows us to provide better accuracy with our offering and enables us to advise on more appropriate segments: E.g. this article does not explicitly discuss hybrid cars as a keyword but is extremely relevant for a hybrid car brand to promote their ad within, given the context of environment and climate change.
3) Teads InRead placement is the perfect to deliver contextual ads
Finally, given that our inRead placement sits within premium editorials, just at the time the user is most influenced by content, this is the perfect place to deliver a contextual ad!
Planning with Teads Contextual
The full Teads Contextual Taxonomy is available within the "DATA MANAGEMENT" tab in the TAM UI. Users can access this by clicking on the "Teads Contextual" option as shown below:
1) Understand the Metrics being displayed
Within the interface, users can get an understanding of scale against each segment based on two metrics:
Page Views - Total ad opportunities for a given context over the past month
Teads IDs - Total Browsers/ Devices that have visited a context over the past month
Users can switch between the two metrics by clicking on the relevant one and all figures will update based on their selection.
Full descriptions of each metric are shown in the interface when you hover over the metric:
Page Views is recommended to use for planning contextual activations as this provides the maximum potential scale against a given context. One Teads ID can be associated to multiple Page Views, and as contextual targeting is not user based this is less of an indicator of potential delivery
2) Select the countries that you are planning to activate
Tick the boxes of each country and click apply, you will then be able to see a breakdown per country
3) View reach against more granular segments
In order to view the reach against more granular segments, you can click on the arrow next to the parent topic and further within sub-topics:
The numbers displayed in the parent category include all granular category pages also
4) Search for any topic within the search bar, defining the search logic
5) View the segment Description and Languages available!
By hovering over each segment, you will be able to see a short description of what that segment contains and also the languages that are available:
Always check language availability, per segment, to ensure that your segment is available in the language required (some granular segments may not yet be available across all languages)
6) You can also download the taxonomy and reach figures
By selecting the export feature in the planner, you can also download the taxonomy in seconds:
Activating Teads Contextual
Adding a Teads Contextual to your targeting rule is very simple:
Select a line item > Targeting
Open "Teads Contextual" under "Inventory"
3. Search or browse for your segment
4) When browsing your segments you can also view the segment descriptions and languages available directly in here also.
By hovering over the information icon next to each segment you will see the information pop up:
5) Select your segments and check your targeting set up
- An"OR" logical operator applies between Teads Contextual segments inserted within the same line item
- An "AND" logical operator applies between the "Audiences" criteria and "Inventory" criteria. By doing this combination, you will narrow your targeting, which will lower the reach available.
We advise using Teads Contextual as a stand alone targeting solution within a line item. If your primary objective is to target an audience and you need to extend the reach, then you can create a custom audience and use Page Topics to compliment your audience.