Blog Contextual Targeting Tips for Your Songkran Ads

Contextual Targeting Tips for Your Songkran Ads

As the Thai New Year, Songkran, is coming, businesses are gearing up for the holiday season. With the increase in consumer spending during this time, it's crucial for businesses to have effective advertising strategies in place. One method that has been gaining popularity in recent years is contextual targeting in advertising for Songkran. In this article, we'll explore what contextual targeting is, how it can be used for Songkran advertising, and why it's important for businesses to incorporate it into their marketing plans.

What is Contextual Targeting & How does it work?

Contextual targeting is a form of targeted advertising that uses the context of a webpage or digital content to determine the most relevant ad placement. This means that ads are placed on websites or content that is related to the product or service being advertised. For example, an ad for a travel agency may be placed on a travel blog or a hotel booking website.

Why is Contextual Targeting Effective?

Contextual targeting is effective because it allows businesses to reach their target audience in a more relevant and timely manner. By placing ads on websites or content that is related to their products or services, businesses can increase the chances of their ads being seen by potential customers who are already interested in what they have to offer.

Additionally, contextual targeting can improve the user experience. Instead of seeing irrelevant ads, users are presented with ads that are more likely to be of interest to them. This can lead to higher engagement and click-through rates, ultimately resulting in a higher return on investment (ROI) for businesses.

Contextual Targeting with VOX for Songkran

Songkran is a major holiday in Thailand, and businesses can take advantage of this festive season by incorporating contextual targeting into their advertising strategies. Here are some ways contextual targeting can be used for Songkran advertising:

Targeting Relevant page content

One of the most effective ways to use contextual targeting for Songkran advertising is based on targeting relevant page content. This means identifying contents which are relevant to the holiday and incorporating them into ad campaigns. VOX offers a comprehensive content categorization set, including computer vision, Semantica 360° and in-app scoring Smartscore. With VOX's computer vision capabilities, graphics and videos can be analyzed, distinguishing among 15,000+ types of objects and categorizing them, including identifying people's emotions and different situations. Semantica 360°'s contextual analysis leverages machine learning to grasp the meaning of each page containing suitable content.
Consequently, businesses can strategically employ keywords and content categories such as "Songkran," "Thai New Year," "water festival," and "celebration" or any others in their ad copy and targeting settings to optimize their campaigns.

Placing Ads on Relevant Websites with VOX’s premium publishers

Another way to use contextual targeting for Songkran advertising is by placing ads on relevant and high quality websites. This means identifying websites that are related to the holiday and placing ads on them. For example, businesses can place ads on travel websites, food blogs, or cultural websites that are likely to attract users who are interested in Songkran.
VOX is a perfect solution for this since it has premium publishers which help advertisers to show ads in relevant websites during this holiday season such as Tiger, The Asian Parent, Pantip, K@pook and so on.

Using Visual Contextual Targeting with high impact ads formats

In addition, businesses can leverage visual contextual targeting for their Songkran advertising efforts. This entails incorporating images or videos that are relevant to the holiday into their ad creatives. VOX provides a diverse range of innovative ad formats and effects such as in-image, rich media, native, mobile, etc.

Moreover, advertisers can enhance audience engagement through compelling mechanics. Playable ads, for instance, captivate consumers with interactive elements, sustaining their interest. Personalized ads, tailored to the specific fields and scenarios, effectively attract attention. Scenario banners, meanwhile, introduce narrative storytelling to the audience, ensuring lasting impact.

While innovative formats like playable ads and scenario banners are effective, traditional ad formats such as banners, videos, and native ads remain instrumental in maintaining brand visibility and recognition.

The Importance of Contextual Targeting for Songkran Advertising

Contextual targeting is an important aspect of advertising for Songkran for several reasons:

Reaching a Core Target Audience

By using contextual targeting, businesses can reach a core target audience that is interested in Songkran. This means that their ads are more likely to be seen by potential customers who are already interested in the holiday and are more likely to engage with the ad.

Maximizing ROI

By reaching a core target audience and improving ad relevance, contextual targeting can help businesses to maximize their ROI. This means that businesses can get more value out of their advertising budget and see a higher return on their investment.

Comprehensive Brand Safety

Contextual targeting not only facilitates precise audience targeting but also ensures brand safety by aligning ads with appropriate content. At a contextual level, brand safety is reinforced through dual-channel filtering with text and graphics. Sensitivity classification analyzes and categorizes both images and text, excluding content deemed unsuitable, such as adult content, violence or hate speech. Contextual targeting not only ensures ads appear alongside relevant content but also mitigates risks in real-time through continuous monitoring.


With Songkran on the horizon, it's essential  for businesses to integrate contextual targeting into their advertising strategies. By focusing on relevant content, strategically placing ads on suitable websites, and harnessing visual contextual targeting, businesses can effectively connect with a core target audience and amplify the impact of their Songkran advertising campaigns. Let's make this Songkran season one to remember, with ads that captivate, resonate, and celebrate the spirit of renewal and joy!

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