Tamedia Advertising now offers content-based online advertising on news platforms
In addition to targeted online advertising using interest targeting, geographical and socio-demographic data, Tamedia Advertising is expanding its offering to include content-related advertising, also known as contextual targeting. This is the first time that content and topics from Tamedia's news platforms have been used for advertising campaigns.
With Contextual Targeting, Tamedia Advertising enables customers to display online advertising in content-related articles within Tamedia media and partner news sites and thus place their message in the desired environment. 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. With the technology of predictive analytics specialist Grapeshot, suitable content is recognized based on defined search terms and the advertising is placed accordingly.
"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 impact," says Sylvia Epaillard, Chief Operations Officer Digital Advertising at Tamedia Advertising.
The media company Tamedia has been offering interest and intent targeting to advertising customers for two years. At the end of 2016, Tamedia also launched a targeting product with socio-demographic data. Tamedia uses data from its own network for targeting products, which it says reaches around 75% of the Swiss population.
