Find popular topics that fit your brand
To reach more people with your message, consider advertising on articles that engage readers. There are many ways to think about context. The most basic way is to think category, such as placing a car ad on articles about cars. We would recommend that you expand your perspective. How can your brand meet needs in different seasons? How is your product relevant in the society? This can help your brand reach a larger audience with an impactful message.
Ads placed on articles that engage often deliver strongly on parameters such as Click-Through Rate and Viewability. Banking and electricity related content are good examples. Our figures show that ads about these industries deliver above benchmark with CTR of 0.16 and 0.26 percent respectively. The ads also deliver strongly on Viewability with 74 and 79 percent respectively. It can therefore be worthwhile for companies in other industries to advertise on articles about banking and electricity. People that read about high interest rates and electricity prices are often interested in improving their overall private finances, and are likely receptive to deals on other products and services as well, such as on phone subscriptions or groceries.
Use historical data to plan your campaigns
Kobler's Content Target allows you to easily select keywords and suggests related words. You can also choose how targeted or wide you want to reach with your ads. The platform displays ongoing historical data about the media attention on different topics, and how this is influenced by season and how the stories evolve. This knowledge can help you plan your campaigns and reach many people. Our advisors can help you tailor an ideal combination of keywords.
In March, Kobler's Content Target will be even better. Stay tuned when we launch the upgrade that will help your ads reach many more people and with much better precision.
The images below show the development of articles in 2022 based on themes:
- Bank and interest (image no. 1)
- Current (photo no. 2)