Unlocking Real-Time Relevance

Marketers agree: Real-time relevance is essential. But many still fall back on demographic and behavioral data—missing the moment their audience is actually tuned in. In fact, more than half of marketers prioritize past behavior over present context, according to a new report from ADWEEK Branded and GumGum.

“The Contextual Comeback: Why Relevance Starts with Mindset” reveals a key disconnect between what marketers know and what they do. Based on a survey of 100+ marketers, this report explores how contextual advertising can close the relevance gap, support privacy-forward strategies, and drive long-term brand growth.

Key findings include:

• Untapped relevance: While 59% of marketers say relevance is critical to success, only 22% prioritize targeting based on what audiences are reading or watching in the moment.
• Adoption gap: Only 35% are very likely to use contextual targeting in their next campaign, despite its privacy and reach benefits.
• Contextual blind spot: Despite 71% of marketers endorsing a multi-pronged targeting strategy, contextual targeting remains underused—often sidelined due to perceived complexity and limited channel access.

The future of audience targeting is contextual—are you ready? Download the research.