Notes and Thoughts on Grocery 2.0

Traditionally, online contextual advertising referred to text-only ads that were most often served across the major search engines. Text ads, while still extremely popular and effective, no longer constitute contextual advertising. Whereas before a keyword search resulted in a standard search results list, all in text, with improved targeting capabilities, web publishers can now contextually serve display ads, rich media and more. In addition, content ownership and relevant advertorials deliver brand messages in a less obtrusive, more consumer-friendly way.

Along with search platforms, advertising networks are a common venue for contextual advertising. Yet the problem with ad networks, as Hollis Thomases of Clickz says, is “that DIY rules in some systems. There might not even be a media rep to answer your questions. These platforms don’t facilitate ad serving and, consequently, data reporting can be thin. You might not ever know how many ad impressions were served to what sites or even on what sites your ads appeared.” Too many publishers can often mean uncertainty as to where ads are actually serving and how relevant the content actually is.

To ensure that they are reaching the right target, advertisers should engage in transparent contextual advertising on relevant sites, meaning they know where their ads are serving and what content is being displayed. Ads that serve on MyWebGrocer’s online grocery advertising network, for example, serve across e-commerce platforms, recipe engines, interactive circulars, meal planning applications and more. MyWebGrocer’s highly targeted content provides multiple options for contextual targeting.

On retailer’s e-commerce sites, advertisers can purchase keywords that trigger their ads so they appear above brand, category and competitive searches, among others. Advertisers can integrate brands in recipes, causing consumers to add that ingredient to their lists. Other contextual advertising options include product merchandising, category ownership and sponsorship opportunities.

Regardless of whether campaign objectives call for a broad or targeted online impact, contextual advertising should be considered as one of the most important ways to affect brand preference and purchase actions. Especially in a direct sales environment where competition is fierce, advertisers need to ask themselves: am I the leader in my category?

Rachel