That’s Just Semantics


Semantics is the study of meaning, reference, or identifying context and uncovering the truth.  In semantic advertising, ads are created based on the value of the webpage on which the ads will be hosted — marketers identify and advertise on websites whose content has a semblance to the product that needs to be advertised. Semantic technology ensures that marketers do not just focus on keywords on a webpage but also get a clear understanding of the context in which those words have been used. 

Semantic advertising takes contextual advertising, which tries to understand the consumers’ minds and see things from the users’ perspective to a higher level.  

How Does Semantic Advertising Work?

Semantic advertising brings contextual targeting and a creative optimisation that’s dynamic to factor in ever-changing data. Marketers, from across multiple categories, collect data about the publisher, the website visitor and many other components. Through semantic search, marketers place ads in search engines relevant to the search terms a user keys in.
A semantic advertising platform includes real-time information through interactive flash elements. The advertiser continuously modifies the ad so that it contains the latest information of the product. This, in turn, helps search engines that use the semantic advertiser’s platform to list relevant, context-specific advertisements that are paid for by the brands.

Semantic advertising cannot work alone. It needs to be used together with publishers’ audience data and contextual advertising signals collected by the semantic advertising research teams. 

This combination helps marketers see better performance reflected in their brand metrics, which drives the demand for better products. Advertising products that resonate with the website content or relate to a consumer’s mindset elevates the customer’s experience (CX) with the brand. This results in better customer engagement, less churn and increased ROI. 

Also Read: Quicktake: Contextual Advertising

Challenges of Semantic Advertising

Marketers attempting to use semantic advertising must ensure that they do not base their research solely on keywords. It’s essential  to collect keywords that correspond to a marketer’s semantic segment and group all pages with a similar theme together. With semantic technology, marketers have to “read between the lines.” If they don’t factor in regional languages, dialects, scripts, marketers are at a huge risk of losing a sizeable chunk of potential consumers.  

Semantic advertising and contextual advertising contribute to a higher conversion rate as compared to traditional forms of online advertising. 

Forms Of Semantic Advertising

Contextual advertising with semantics: Ad networks like Google’s AdSense scans and analyses the content of web pages to dynamically determine which ads are the most relevant to serve there. 

Semantic search advertising: Semantic search advertising leverages semantic technology to provide consumers with a better search experience. 

Dynamic advertising content: Marketers and content editors come together to advertise the latest data made available by the marketing team in a smart, contextual and relevant advertisement that is closely related to the content of the website on which it is published. 

Advertising inside semantic data: Search engine results are curated and personalised to deliver results that contain product advertisements relevant to the search term.

Examples of semantic advertising users include Microsoft, Thomson Reuters, Nike, JBL, Intel, Lenovo, among others. Semantic advertising helps marketers stay relevant to the customer takes personalisation to the next level and delivers premium CX to the consumer that makes marketers happy and their money bags full.