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How brands are reviving interest in contextual targeting advertising

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How brands are reviving interest in contextual targeting advertising

*. Consumer antipathy towards advertising is growing due to concerns about privacy, intrusiveness, and irrelevant ads. Marketing teams are faced with the difficult task of changing consumer perceptions and making advertising a positive force for good.

Brands have a great opportunity to invent and revitalize their marketing strategies. This will allow them to engage more consumers and build positive feelings about their brand. Building trust is key to seizing this opportunity.

This is possible, but it’s much more difficult if the ad content or brand values aren’t aligned with a hosting platform. Contextual advertising can help marketers overcome these obstacles. It delivers results as well as hyper-targeting, while promoting privacy, transparency, and supporting high-quality content.

Context is crucial

Contextual advertising is future-proofed against radical privacy changes by Apple, as well as those that will soon be implemented by Google. It can target the right audience with no cookies and does not collect personal data.

Contextual Ai analyzes the content and ideas of a page to ensure that ads are placed in a context that is compatible with the reader’s needs.

Seedtag did research together with Nielsen in order to determine whether consumers are more open to ads embedded within the content they already read.

The study involved 1,800 UK participants surveyed across three categories; automotive, food and drink and beauty. Based on the different targeting methods used within the industry, consumers were divided into four categories: no targeting; demographic-based; contextual; and interest-based.

Contextual targeting was found to be more effective than any other category in most cases. This demonstrates its effectiveness as a way for brands and consumers to build trust and positive associations with high quality content.

Generating interest and attention

Even at the dawn of the modern era of mobile screens and always-on content, estimates suggested that consumers were already being exposed to thousands of ads every day. Furthermore, Nielsen research in recent years shows that consumers’ memory of an ad can vanish overnight, meaning it’s harder than ever for marketers to generate attention and sustain interest for their brands.

Contextual advertising strategies can be a way to stand out and be remembered. Nielsen and Seedtag showed that contextual targeting was the most effective method in generating interest across all three categories and was 32% more effective than demographic targeting.

Previous research also shows how effective it is to generate interest and attention for increasing sales. Lumen conducted a study on the effectiveness of different ad formats in retaining viewers’ attention. It found that the longer the ad was viewed, the more likely it was for a sale. Contextual ads drew 3.3x more attention than other formats from the IAB and held viewers’ attention for the longest time.

Leveraging the “halo effect”

Marketers and publishers have the responsibility of providing relevant content to engage a demanding audience.

According to the Nielsen study contextual advertising can be used to change these perceptions. For example, 72% of targeted consumers contextually said they liked the ads they were served — the most of any category. These consumers were also the least excited and most irritated about the ads that were presented in this way.

The study found that consumers who were exposed to contextually relevant ads were more likely to open their minds to future advertising. The ads were deemed the most relevant to the content. Contextual ads create a positive relationship between consumers and brands. Positive brand perception is created by a positive view of an advertisement. This creates a halo effect.

Contextually placed ads can drive interaction rates and new product discovery. This includes customer groups marketers might not expect.

A Nielsen study showed that men who were interested in organic beauty products were equally likely to purchase them than their female counterparts if they were presented with relevant ads. Contextual ads could break down consumer stereotypes that aren’t reinforced by traditional demographic targeting.

In a world that consumers are becoming increasingly sick of receiving advertising bombardment, it is crucial for marketers to seize the opportunity to build trust. Advertising companies that are able to use new technologies and work with the right partners will have the unique opportunity of creating positive associations. They can improve brand favorability. They can use this halo effect to increase trust and drive growth.

Sponsored By: Seedtag

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FIFA 23 lets you turn off commentary pointing out how bad you are

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FIFA 23 lets you turn off commentary pointing out how bad you are
A player shouldering the ball



(Image credit: EA)

FIFA 23 might be the best game soccer game yet for terrible sports fans, as it lets you turn off commentary that criticizes your bad playing.

Now that the early access FIFA 23 release time has passed, EA Play and Xbox Game Pass Ultimate subscribers can hop into the game ahead of its full release. But as Eurogamer (opens in new tab) spotted, they’ll find a peculiar option waiting for them.

FIFA 23 includes a toggle to turn off ‘Critical Commentary’. The setting lets you silence all negative in-match comments made about your technique, so you can protect your precious ego even when you miss an open goal or commit an obvious foul. The more positive commentary won’t be affected. 

Spare your feelings

A player dribbling the ball in FIFA 23

(Image credit: EA)

The feature looks tailored toward children and new players, who don’t want to have their confidence wrecked within mere minutes of picking up the controller. But even experienced players who just so happen to be terrible at the game might benefit.

It’s not perfect, though. According to Eurogamer, the feature didn’t seem to work during a FIFA Ultimate Team Division Rivals match, with critical comments slipping through the filter. Still, who hasn’t benefited from a light grilling every now and then?

Polite commentary isn’t the only new addition in FIFA 23. It’s the first game in the series to include women’s club football teams, and fancy overhauled animations that take advantage of the PS5 and Xbox Series X|S’s new-gen hardware. EA will be hoping to end on a high, as FIFA 23 will be the last of its soccer games to release with the official FIFA licence.

If disabling critical commentary doesn’t improve your soccer skills, maybe building a squad of Marvel superheroes will. Although you might not do much better with Ted Lasso wandering the pitch.

FIFA 23 is set to fully release this Friday, September 30.

Callum is TechRadar Gaming’s News Writer. You’ll find him whipping up stories about all the latest happenings in the gaming world, as well as penning the odd feature and review. Before coming to TechRadar, he wrote freelance for various sites, including Clash, The Telegraph, and Gamesindustry.biz, and worked as a Staff Writer at Wargamer. Strategy games and RPGs are his bread and butter, but he’ll eat anything that spins a captivating narrative. He also loves tabletop games, and will happily chew your ear off about TTRPGs and board games. 

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Google Pixel 7 price leak suggests Google is totally out of touch

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Google Pixel 7 price leak suggests Google is totally out of touch
The backs of the Pixel 7 and the Pixel 7 Pro



(Image credit: Google)

We’re starting to hear more and more Google Pixel 7 leaks, with the launch of the phone just a week away, but tech fans might be getting a lot of déjà vu, with the leaks all listing near-identical specs to what we heard about the Pixel 6 a year ago.

It sounds like the new phones – a successor to the Pixel 6 Pro is also expected – could be very similar to their 2021 predecessors. And a new price leak has suggested that the phones’ costs could be the same too, as a Twitter user spotted the Pixel 7 briefly listed on Amazon (before being promptly taken down, of course).

Google pixel 7 on Amazon US. $599.99.It is still showing up in search cache but the listing gives an error if you click on it. We have the B0 number to keep track of though!#teampixel pic.twitter.com/w5Z09D28YESeptember 27, 2022

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According to these listings, the Pixel 7 will cost $599 while the Pixel 7 Pro will cost $899, both of which are identical to the Pixel 6 and Pixel 6 Pro starting prices. The leak doesn’t include any other region prices, but in the UK the current models cost £599 and £849, while in Australia they went for AU$999 and AU$1,299.

So it sounds like Google is planning on retaining the same prices for its new phones as it sold the old ones for, a move which doesn’t make much sense.


Analysis: same price, new world

Google’s choice to keep the same price points is a little curious when you consider that the specs leaks suggest these phones are virtually unchanged from their predecessors. You’re buying year-old tech for the same price as before.

Do bear in mind that the price of tech generally lowers over time, so you can readily pick up a cheaper Pixel 6 or 6 Pro right now, and after the launch of the new ones, the older models will very likely get even cheaper.

But there’s another key factor to consider in the price: $599 might be the same number in 2022 as it was in 2021, but with the changing global climate, like wars and flailing currencies and cost of living crises, it’s a very different amount of money.

Some people just won’t be willing to shell out the amount this year, that they may have been able to last year. But this speaks to a wider issue in consumer tech.

Google isn’t the only tech company to completely neglect the challenging global climate when pricing its gadgets: Samsung is still releasing super-pricey folding phones, and the iPhone 14 is, for some incomprehensible reason, even pricier than the iPhone 13 in some regions. 

Too few brands are actually catering to the tough economic times many are facing right now, with companies increasing the price of their premium offerings to counter rising costs, instead of just designing more affordable alternatives to flagships.

These high and rising prices suggest that companies are totally out of touch with their buyers, and don’t understand the economic hardship troubling many.

We’ll have to reach a breaking point sooner or later, either with brands finally clueing into the fact that they need to release cheaper phones, or with customers voting with their wallets by sticking to second-hand or refurbished devices. But until then, you can buy the best cheap phones to show that cost is important to you.

Tom’s role in the TechRadar team is to specialize in phones and tablets, but he also takes on other tech like electric scooters, smartwatches, fitness, mobile gaming and more. He is based in London, UK.

He graduated in American Literature and Creative Writing from the University of East Anglia. Prior to working in TechRadar freelanced in tech, gaming and entertainment, and also spent many years working as a mixologist. Outside of TechRadar he works in film as a screenwriter, director and producer.

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DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

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DisplayMate awards the “Best Smartphone Display” title to the iPhone 14 Pro Max

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