Hypercontext

What is the value of contextual advertising?

The word "context" is derived from the Latin word contextus, which means interweaving, and context means the context in which something is located. In digital marketing, this means that an ad can be designed to communicate something that is related to the content you are reading. Such a form of communication creates a clear relevance between the content and the ad, and research shows that an ad delivered in such a context also creates a perceived added value for the reader.

Contextual advertising can be of value throughout most phases of the purchase funnel/brand funnel. Context can be used as an "always on" solution where the task is to associate with themes/categories over time, for example linking a brand of sunscreen to relevant content about sun all year round. In addition, context can hit close to the time of purchase of sunscreen with more tactical messages for the brand when you also take into account the season, weather and holidays.

Hypercontext - how does the language model work?

An article rarely has only one given context, it can easily consist of several. Semantics is the study of the content of language, the connection between words, phrases and sentences and their significance or meaning. At Aller Media, we use semantic analysis to uncover the different contexts and have developed our own language model (Large Language Model - LLM) that classifies the content into given categories using machine learning. We have used over 100,000 articles as "food" for the model and continuously classify our articles into over 30 categories that are highly relevant to a wide range of advertisers.

The classification itself is done with a high degree of precision and "hypercontext" gives you as an advertiser an opportunity to:

• Optimize your ad impressions towards a segment of readers that are met in an optimal context.
• Tailor ad communication to create increased relevance and added value for the reader.

The following categories are currently pre-defined:

1. Entertainment & Celebrities: These categories all revolve around entertainment industry personalities, events, and trends.
2. Crime & Law: This category focuses on legal matters and criminal activities.
3. Fashion & Trends: Covers both fashion trends and style developments.
4. Finance & Economy: These categories are closely related as they all pertain to financial matters.
5. Health & Wellness: These categories relate to health, fitness, and overall well-being.
6. Food & Cooking: Involves culinary topics, recipes, and cooking techniques.
7. International Affairs & Politics International Affairs & Conflicts, US Politics: Both cover political and international relations topics.
8. Labor & Work: Focuses on employment, workplace issues, and labor-related topics.
9. Royalty & Monarchy: Pertains to royal families and monarchies around the world.
10. Sports & Athletics: These categories cover all types of sports and athletic competitions.
11. Technology & Development: These categories involve advancements in technology.
12. Art & Culture: These categories relate to artistic expression, cultural practices, and body modification.
13. Travel & Transportation: Focuses on travel destinations, transportation methods, and related topics.
14. Relationships & Sex: Both involve interpersonal connections and dynamics.
15. Music & Song Contest: Focuses on music-related topics and competitions.
16. Weather & Environment: Deals with weather patterns, environmental issues, and climate-related topics.
17. Automotive & Vehicles: Involves automobiles, vehicles, and related topics.
18. Wealth, Business & Miscellaneous: These categories encompass a wide range of miscellaneous topics including business, wealth, and other miscellaneous topics.
19. Television & Programs: Covers television shows, programs, and related entertainment content.

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