Why you should take your campaigns global with contextual targeting

August 4, 2023

Brands want global reach, but adapting campaigns for local language and nuance is no simple matter. Contextual targeting solves a number of common pain points and represents an efficient, effective way to ensure your campaigns resonate across the globe.

Why you should take your campaigns global with contextual targeting

Due to advances in technology and communications platforms, the world grows smaller every day. For brands and marketers, the need to be able to roll out campaigns globally continues to grow, but as most can attest, targeting campaigns at a global level can be tremendously challenging.

Marketers who want to roll out global campaigns today are faced with the need to ensure global campaign consistency, while thoughtfully adapting to local communication styles and idioms, as well as cultural nuances and regional regulations regarding data-driven targeting. The solution to these challenges lies in contextual targeting, a strategy that continues to grow in importance as the ad industry looks to reestablish stability within a fast-evolving global environment.

Contextual Targeting in a Global Context

A recent study published by Global Industry Analysts Inc. estimates that the global contextual advertising market will reach $335.1 billion by 2026, with a compound annual growth rate of 13.3 percent over a four-year period. This robust growth makes sense, given how well-positioned contextual targeting is to deliver on the evolving needs of global campaigns.

Contextual targeting—which accurately and effectively delivers ads based on content meaning and relevance—circumvents global privacy concerns by avoiding the handling of personal data, the rules for which vary greatly region by region. Likewise, contextual targeting eliminates concerns related to signal loss due to cookie deprecation, a challenge that marketers around the world are tasked with addressing. Contextual targeting also provides marketers with the ability to ensure greater consistency within their global campaigns, while still achieving local relevance. The key is to engage with partners that support multi-language segment creation organically, rather than companies that create campaigns for one market and then look to translate them to other markets.

As marketers look to leverage contextual targeting strategies for their global campaigns, here are a few best practices to keep in mind:

  • Segment development: To achieve the greatest ROI with contextual targeting in a global campaign, marketers should build their contextual segments within a region’s native language, thereby starting with the most accurate targets.
  • Customer journeys: Campaigns should be adapted regionally based on what are likely fragmented or diverse customer journeys, shaped by the media behaviors most common to a region.
  • Messaging: Campaign messaging should be refined at a local level based on desired targeting.
  • Niche opportunities: Marketers should tap into long-tail efficiencies within local markets based on niche characteristics of a market segment. The right long-tale sites to support a given campaign will vary by region, but the efficiencies that can be unlocked by contextually targeting these niche communities (i.e., higher engagement at lower CPMs) can add up to a tremendous boost in overall ROI.

In planning a global contextual targeting campaign, marketers should also explore contextual audience extension strategies. Contextual audience extension enables brands to tap into their first-party data and use predictive modeling, powered by real consumer insights, to find look-alikes and discover related pages for targeted engagement. Where permitted (i.e., based on the privacy laws of a specific country), contextual audience extension can significantly enhance the outcomes of a global contextual campaign.

How Fyllo Can Help

Fyllo offers a complete global contextual targeting platform that enables marketers to launch relevant, privacy-safe contextual campaigns, at scale, around the world. While there are many elements that contribute to our understanding of a person’s individuality—age, demographics, gender, income, etc.—we believe that the factor that most powerfully identifies a consumer’s uniqueness is the content they consume. That’s why Fyllo’s approach is heavily grounded in dynamic natural language processing (NLP) and language-based semantic modeling.

In the context of a global contextual targeting campaign, our platform offers the following benefits:

  • Support for more than 30 languages globally. Users with a Spanish keyboard, for example, can create semantic topics in Spanish and avoid not only translation errors, but also errors from cultural subtleties.
  • Customer journey understanding. With our platform, marketers can easily identify differences in regional customer journeys based on content consumption on a local level.
  • Privacy safe. Our platform enables marketers to respect necessary data silos as required by privacy laws while still leveraging available and permissible data to improve targeting accuracy via customer audience extension models.
  • Consistent and accurate, yet personal. Fyllo’s platform can ensure campaign consistency across markets while still enabling personalization that resonates at the local level. Our accurate contextual targeting ensures that an ad appears in a relevant and safe environment, thereby preserving and enhancing brand reputation.

Today’s marketers need to be able to execute effective global campaigns that capture the nuances of language across the globe. Fyllo’s contextual targeting solutions enable this global approach while maximizing precision to help marketers exceed campaign goals. Want to learn more? Get in touch today.

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