Anyone who creates an app today has the ambition of the app becoming widely used, acquiring tons of engaged users and ultimately generating a good stream of revenue. That’s the dream right? However, the reality is very different. App developers now know just how hard it is to “make it big” in the super crowded app ecosystem. It is hard enough for apps to get noticed amidst the thousands of other apps that monetization remains a distant dream for most. Gartner predicts that by 2018, less than 0.01% of apps will be considered a financial success by their developers. Grim? Maybe. But there are ways to maximize the odds of success of an app and contextual targeting is an important one.
What is contextual targeting?
In simple terms, contextual targeting is essentially the practice of reaching the right users at the right time with the right message. Contextual ads are highly relevant as they are created while keeping the “context” in mind. This means that the ad is only served when it is most relevant to the user. For e.g. pushing a coupon for coffee to a non-coffee drinker in the afternoon is a complete fail. However, pushing a coffee coupon to a coffee lover in the morning as he is passing by his favorite coffee store is very relevant. Such contextually relevant ads have a higher chance of the user engaging with the ad and eventually converting.
