Top 5 contextual targeting tactics: point of market entry

December 1, 2023 | 3 minute read
Tim Carr
Head of Marketing, Oracle Advertising
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We focused on functionally aligned context in part one of our blog series, Top 5 contextual targeting tactics. This targeting places your ad creative among content that's closely associated with the primary uses of a product or service. For example, targeting "how to" or "why do" content to reach relevant customers, like recipes for food ingredient products or fashion tips for apparel brands.

Aligning your ads contextually not only provides an indication of consumer interest but can also drive improved measurable outcomes. In a recent study conducted by Alliance for Video-Level Contextual Advertising (AVCA), CTV viewers who were presented with contextually relevant ads were found to have a 300% higher brand recall when compared to viewers who were delivered ads based on demographic data.

You can also leverage contextual targeting to start engaging with individuals even before they are likely to enter specific categories by focusing on milestone moments that precipitate significant changes in buying behaviors. For example, when someone starts buying diapers, baby formula, children's clothing, and furnishings, there is an excellent chance they recently had or adopted a child.

With the content ranging across what to expect when expecting, choosing names, researching strollers, and planning baby moons, these potential new parents may have yet to make it into your baby products buyer audience. Additionally, by utilizing point-of-market entry contextual targeting, advertisers target relevant content rather than people themselves – a more privacy-centric approach essential for sensitive categories.

Another benefit of marketing to category entry points is that you can build a relationship with your consumer by providing valuable content and offers during these formative moments, rather than having to displace established brands that already have captured consumers' minds and market share.

Here are a few more examples of life changes and milestone moments, along with their relevant Oracle Contextual targeting segments: 

Getting married –With an average spend of $30K, weddings are a massive event for the happy couple and the friends and family members that travel to the big day. Target this joining of families as the bride, groom, parents, and best friends begin to plan events with segments like:

  • Bachelor and Bachelorette Parties
  • Honeymoons and Getaways
  • Wedding

Buying a home – You will never go to a home improvement store more than when you buy your first home. Still, before diving into moving boxes, your consumer may be researching the new washer/dryer they need to purchase or creating a Pinterest board to help decide which new sofa will work best in their new craftsman cottage. A few relevant segments may include:

  • Real estate buying and selling
  • Real Estate Renting and Leasing
  • Predicts: Movers
  • Home improvement

Raising children – A new baby plunges parents into or back into the market for categories like diapering, feeding, clothing, and other gadgets and furnishings. A few of the syndicated segments available to reach expecting parents include:

  • Adoptions and fostering
  • Parenting babies and toddlers
  • Baby showers
  • Personal celebrations: birth
  • Daycare and pre-school

College graduation – Moving out of the dorm room and into the workforce is surprisingly expensive for someone with an entry-level salary. Thankfully, many brands have created entry-level products for consumers getting into their first apartment, affordable business attire, and more!

  • Graduation
  • Apartments
  • Job Search
  • Apprenticeship

Switching to electric vehicles – with low market share and household penetration, but interest in going green is rising. Automakers need their EVs in the consideration set when consumers enter the research phase as they look to leap electric.

  • Environment
  • Green vehicles
  • Green solutions

For more help crafting your contextual targeting plan, and selecting or custom-building points of market entry segments, please get in touch with your Oracle Advertising account management team, or you can request a consultation to learn more.

For more blogs in this series, please see below:

Tim Carr

Head of Marketing, Oracle Advertising

Tim Carr leads marketing for Oracle Advertising’s suite of digital media solutions, including audience targeting, contextual intelligence, data onboarding, ad verification, and attention measurement solutions.  Before joining Oracle, Tim spent 20 years working in the CPG industry, holding various roles in sales, insights, and strategy at Pfizer Consumer Healthcare and in shopper analytics and loyalty marketing at IRI and Catalina.

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