Tamedia Advertising launches content-based online advertising

In addition to the many possibilities of targeted online advertising by means of interest targeting, geographical and socio-demographic data, Tamedia Advertising is now adding content-related advertising, also known as contextual targeting, to its range of services. For the first time, the broad spectrum of content and topics on Tamedia's news platforms can now be taken into account for advertising campaigns. With contextual targeting, Tamedia Advertising enables customers to place their online advertising in the desired environment by displaying it on articles with suitable content within Tamedia media and partner news sites. They can choose from various topics such as the Football World Cup or the start of school, define personalities and influencers or create their own segments to optimally reach their target group. With the technology of predictive analytics specialist Grapeshot, suitable content is recognized based on defined search terms and the advertising is placed accordingly.

The right environment is the key to success

"Booking in the right environment has always been an integral part of a successful campaign. With contextual targeting, we can now take this factor to a higher level and work with the customer to create attractive and suitable environments for greater media effectiveness," says Sylvia Epaillard, Chief Operations Officer Digital Advertising at Tamedia Advertising.The Tamedia media group has been offering its advertising customers interest and intent targeting for two years. At the end of 2016, Tamedia also launched a targeting product with socio-demographic data. Tamedia uses its own data from its wide-reaching network, which reaches around 75 per cent of the Swiss population, for its targeting products. here.