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: Strategically 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 Teads Contextual targeting work?
How does Teads Contextual targeting 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.
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.
Note: We can target 1.5B users every month, in more than 10M unique pages where hundreds of granular accurate contexts can be used.
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.
Teads InRead placement is the perfect environment 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!
Teads Contextual taxonomy
Teads Contextual taxonomy
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:
How to find what you are looking for?
1. Tick the boxes of each country and click Apply. This will show the relevant reach figures for your selected countries.
2. Search for any topic within the search bar or click on the arrows next to each parent topic to view each granular segment category.
Note: The parent category contains all granular sub-categories within it
3. View the segment description and languages available
By hovering over each segment you can view a short description of the segment and also the languages that are available
Note: 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)
4. Download the taxonomy and reach figures
Note: By selecting the export feature in the planner, you can also download the taxonomy in seconds
Activating Teads Contextual targeting
Activating Teads Contextual targeting
Refer to the below steps to add Teads contextual to your targeting:
Select a line item > Targeting
Open Teads Contextual under the Inventory section of the line item
Search or browse for your segment
Select your segments and check your targeting set up
Note:
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 standalone targeting solution within a line item. If your primary objective is to target an audience and you wish to extend the reach using Contextual targeting, then you can create a custom audience and use page topics to compliment your audience
Contextual suggestions
Contextual suggestions
Our contextual suggestion tool gives users additional and alternative contextual segments to apply to their advertising campaign that will boost their performance.
The context suggestion feature is available :
at the campaign/line item level, when selecting Teads Contextual under the Inventory section
in the Planner tool, under the Data Management tab
This feature automatically suggests additional Teads contexts, by analyzing users past behavior, to answer 2 main objectives :
Help find scale by selecting the right contextual segment
Help determine highly relevant alternative contexts that match the campaign objective
For each proposed context, the tool will display the incremental scale to be gained by adding another highly correlated context. It can be activated from 2 different sources :
From selected contexts :
From keywords :
A context has to be selected first to be able to display the reach increase.