Context Matters: The new method for mobile marketing
Start.io’s platform enables the first comprehensive contextual mobile marketing. With the limited availability of MAIDs (Mobile Advertising ID), the device-based audience becomes an essential option in the marketer’s toolbox. If you’re reading Vogue magazine, you can expect to see very different ads than you’d see in Runner’s World. This is the essence of contextual advertising, and it is more important for digital marketers than ever before. With the explosion of mobile usage, audience behaviors, interests, and location have become the most precious data a marketer could hope for.
With advanced device-based targeting capabilities of contextual advertising platforms, mobile marketers can reach users based on their true interests and location in real time, capturing their attention, improving engagement, and maximizing potential ad performance.
What is contextual advertising?
Contextual advertising is a method of audience targeting based on the context of the device usage. Rather than targeting the user based on their past behavior, the ad is served based on the content the user lands on, the device model and other factors. This is also known as ‘contextual marketing’. For example, if a user is on a finance app, then an ad about mortgages fits the context. In order to leverage contextual advertising, marketers need to use a contextual marketing platform with the capabilities to automatically match ads with the content of a particular app screen.
How does contextual advertising work?
In digital advertising, marketers traditionally rely on user behavioral data for audience targeting. However, with limited availability of user behavioral data, we are approaching a privacy-first world, in which the use of those mobile signals will be phased out. Contextual advertising is the ideal solution to this looming problem.
With contextual advertising, there is no need to track users; rather, a device based technology makes the analysis locally and provide segments without sharing the user’s identifier.
App category is the tip of the iceberg
App content, including app description, app category and sub-category, are vital for an initial assessment of contextual usage. Contextual content is the foundation for leveraging a vast number of signals processed by AI to target precisely in real-time.
Device, language and so much more
The power of In-App mobile marketing comes from utilizing first-party data that contributes to understanding contextual usage. Start.io’s platform analyzes multiple signals in real-time to create an AI-driven contextual analysis and match it to the relevant campaigns. Such signals include device type and model (Samsung S22 VS. iPhone 14), operating system version (iOS 15), IP, default language, device sensors and many others.
In-App contextual advertising VS. Web contextual advertising
Contextual ads are as good as the medium that delivers them. Direct first-party signals from mobile applications can create a major difference for marketers and media buyers. By utilizing device-level data and not only browser data, you can hit your goals and find your audience.
Contextual audience and segmentation
Pre-defined segments can be activated on Start.io’s platform by utilizing the AI contextual segmentation engine. Go ahead and set your campaign’s preference such as gender, age group, and other attributes and we will find those for you in real-time.
Privacy-centric contextual advertising
Our platform understands the true context of the app and device so you can accurately align your campaigns to relevant content in a privacy-centric manner.