Hot off the heels of our last post about Facebook and their impressive CPM and Clickthrough rates is a new article from EMarketer. According to their research, they are finding that contextually relevant ads are seeing significantly higher clickthrough rates in mobile.
This statement seems logical and obvious, however the point needs to be made. Ad sales teams need to think about relevancy in the mobile space. Mobile devices are connected and with you at all times. Context can mean location, but it can also be based on what you are or have read in the past.
It is important to choose advertising technology that will allow you to target users based on the data that you are collecting about them. Mobile has the potential to provide significant returns on your advertising clients investment, but you need to manage them effectively. The only way to do this is to have the capability to offer deep location based, demographic, behavioural and contextual targeting.
To learn more from Emarketer about this study, click below
Contextual advertising has long been a staple of many media plans for brand marketers looking to approximate their target audience through aligning their ads with relevant site content.