Contextual targeting:
The right place and right time are more accessible than you think.
Has your business recently undergone a substantial procurement? If so, you're likely aware (and probably relieved) that you won't have to revisit that for some time. The interval between significant service purchases sees most organisations switching providers once every five years. That means only about 20% of business buyers actively seek these services annually, meaning the rest… Not in the market, period.
Successful B2B brands know that prosperity doesn't come overnight. They understand the importance of creating awareness around their product or service and using memorable experiences to ensure customer loyalty. But do businesses understand what makes an effective B2B strategy? Most importantly, how can brands maximise their efforts while building a solid reputation and managing long-term customer relationships?
Regardless of the industry, businesses need to recognise the significance of establishing brand awareness and providing memorable experiences for their clientele, fuelling customer loyalty, and driving repeat business and referrals. The B2B market is no exception. 79% of B2B buyers say they have purchased from a brand based on the recommendation of another customer (Salesforce 2023).
What has this image got to do with B2B?
Absolutely nothing and thats my point…
Context is key
Contextual targeting delivers ads based on the content of the webpage or app that the user is viewing- In contrast to behavioural targeting, which provides ads based on the user's past browsing history and demographics, contextual targeting is great for B2B businesses because it allows them to potentially reach target audiences when they are already interested in the topic or product that the ad is promoting. For example, if a B2B company sells software for CRM, they could use contextual targeting to deliver ads to users reading articles about CRM on websites like Forbes or HubSpot.
Ten benefits of contextual targeting:
Relevance: Contextual targeting ensures that ads are displayed alongside content directly related to the products or services being promoted. This increases the likelihood that the audience is genuinely interested in the offering. A solid 73% of consumers say they are more likely to engage with an ad relevant to their interests (Marketing profs).
Alignment with Content: In B2B, decision-makers often consume content related to their industry or specific challenges. Contextual targeting allows ads to be placed near this content, increasing the chances of capturing the attention of potential buyers.
Enhanced Credibility: Ads appearing in relevant contexts seem more credible and trustworthy. This is especially critical in B2B, where decision-makers are typically discerning and cautious. 63% of consumers say that they are more likely to trust a brand that shows ads in relevant contexts (Neilsen)
Cost-Efficiency: Contextual targeting can be more cost-effective compared to broader targeting methods. It helps to avoid spending resources on audiences that are unlikely to convert, as the context ensures a more qualified audience.
Reduced Ad Fatigue: B2B decision-makers are inundated with ads. Contextual targeting helps to minimise ad fatigue by ensuring that ads are shown in relevant contexts, making them less likely to be perceived as intrusive or annoying. A study by AdBlock Plus found that 63% of consumers have ad blockers installed on their devices.
Compliance and Data Privacy: With growing concerns about data privacy and compliance with regulations like GDPR, contextual targeting provides a way to target audiences without relying on potentially sensitive personal information.
Bypassing Ad Blockers: As ad-blocker usage grows, contextual targeting provides a way to reach audiences that may otherwise be shielded from traditional display advertising.
Customisation Opportunities: Contextual targeting allows for a high degree of customisation. Advertisers can tailor their messaging to align perfectly with the content consumed, increasing the chances of resonating with the audience.
Improved Engagement Rates: Ads placed in relevant contexts will more likely capture viewers' attention, leading to higher click-through rates and engagement levels.
Optimised ROI: By reaching a more targeted audience already interested in related content, contextual targeting can lead to higher conversion rates, ultimately improving the return on investment (ROI) for B2B advertising campaigns. A 2022 study by eMarketer found that contextual targeting campaigns can generate up to 2X more ROI than traditional display advertising campaigns.