CONTEXTUAL RELEVANCE

It’s a no-brainer that if you get the context right, your messaging will be better, more powerful, more engaging. It’ll probably sell more stuff too.

Context is driven by two factors: internal/personal context and external/environmental context.

The internal/personal context is the stuff that’s all about me. Who I am. My interests. How I’m feeling. How I think. The environmental context is all the stuff that’s external to me. Am I stuck in traffic or waiting for a bus? Or shopping with my kids at the supermarket? How’s the weather?

No matter how we try to separate these two concepts, they are interconnected. And, when combined in hundreds of different combinations, can create hundreds of possible outputs.

By understanding the context you gain deep insight into the customer’s motivations and needs.

By looking for the opportunities to connect with the customer you can meet their needs.

Last, but not least, you employ the right technology to act and capatilise on that context. It’s a no-brainer, really. This is how it works.

A study by Yahoo! and Innerscope Research uncovered the non-conscious impact of ads by monitoring biometric responses (heart rate, skin conductance, respiration, kinesthetic differences, and eye tracking) to ad exposure under these various ‘relevancy’ scenarios. The biometrics showed that time to first fixation increased by 15% when ads are contextually relevant.

This increased the chance the ad was stored in long-term-memory and ultimately led to a higher recall. Furthermore, contextually relevant ads elicited an emotional response that’s almost twice as high as those without.

When the objective is centred on building awareness, contextual relevance helped build long term memory of the brand. However, when the intention is to emotionally and cognitively connect with the consumer, contextual and personal relevance combined is most likely to elicit stronger responses than each on its own.

Contextual relevance in mobile advertising – does it work?

In mobile advertising, contextually relevant ads have seen click through rates performing 5x higher than standard mobile ads, reported eMarketer.com.  An Internet Ads US 2015 report said almost half of internet users aged 18+ prefer online ads that are tailored to their interests.

A recent Google study around the usage of mobile devices showed that people evaluate choices in the moment: 87% of people who consulted their phone while they were in-store said the information they got influenced the brand they chose, hence reinforcing the growing importance for brands to maintain a consistent omnichannel marketing strategy.

Using context to deliver the right experience is key

Brands who leverage contextual triggers like location and time of day to deliver experiences and messages that feel tailor-made for the moment will elicit a higher-response and ultimately benefit by better cut-through.

This is where it gets exciting in the out-of-home (OOH) space. OOH advertising typically engages consumers during moments of downtime when they’re moving between one point to the next and have attention free for new inputs.

Brands globally are increasingly utilising the flexibility of digital OOH, location and context in campaigns which get more bespoke messaging to the consumer in different mindsets, locations, environments and times of day.

OOH has many examples of this type of advertising, covering factors such as temporal, pure context, locational, environmental (around weather or traffic), modal, behavioural and technological.

Talon Outdoor in the UK worked with major advertisers such as Google, McDonald’s and Boots to utilise context in both classic and digital OOH to drive personal and locational relevance. For one brand, personal relevance increased by around a fifth when contextual copy was used (compared to just branding).

Comparing regular vs contextual advertising

When comparing action and response measures between contextual ads and a regular OOH campaign, the addition of contextual overlay added positivity, engagement and drove action. It also showed that contextually relevant content was more likely to:

  • drive visitation to store
  • drive engagement with the promoted content
  • do so more often and in the future

The overall contextual effect was 15% higher versus the standard campaign (and a ranged up to over 24%).

Contextual adds real impact, not just stand-out. Personal relevance, smart advertising and location focus can really drive behaviours.

Capitalise on the mobile convergence

As we continue to live our lives on the move, the opportunities for out-of-home, whether using strategies around paper, proximity, digital or innovation, are limitless – for smart advertisers and planners.

These opportunities will only amplify over time. With the increased penetration of mobile usage and growth in the sector, this opens limitless opportunities for advertisers to connect with the out-of-home audience.

With the relentless growth of digitization in out-of-home, come greater opportunities to deliver contextually relevant messaging at scale.

Everything brands currently do online can be done on mass scale OOH for greater engagement and more efficient ROI.

This is why Adshel have committed to a national digitization plan transforming its unrivalled street furniture network in Australia and New Zealand with Adshel Live.

Adshel Live is set to change the way brands engage OOH.

Adshellive.com.au was created to demonstrate how live data feeds allow brands to generate greater engagement through contextually relevant messaging.

Add in the power to take control through dynamic messaging, offering businesses agility.

All of this across a superior network using best-in-class technology, in prime locations and at broadcast scale. This is where the true power of OOH is unlocked.

Marketers globally aspire to be more contextually relevant. In fact, 87% of UK marketing leaders believe that real-time digital OOH enables more targeted advertising for their brands. No need to aspire, you can now deliver relevance at scale, with Adshel Live – it has never been easier.