The Power of Contextualized Ads

Affluent homeowners increasingly value customized experiences based on their personal preferences. Top brands, like the Four Seasons, know their top customers by name and what they like, for example. At JunXion, our platform is focused on one relatively tight area, which enables us to publish ads that speak more intimately to the community. As such, the ads don’t feel like ads, but draw the reader in by featuring local projects, people, and testimonials. This can make for a more attractive and lasting brand message.

For example:

Why Contextualization Works So Well

On the left is an ad designed by a well-known agency for the home furnishings brand Kohler. While well executed, the image is one that could be placed in almost any publication as it does not speak to one place or person versus another. When a JunXion sponsor provided this ad, we challenged them to go a step further to connect with the homeowners in the Chadds Ford and Radley Run area. We helped to locate a resident willing to be in their ad, in this case an aspiring model with a relatively large local following. We then orchestrated the photoshoot and design of the visual on the right, one of eight images we created and ran over twelve months. These “ads” created a buzz because they have local roots, support the community, while still providing a strong design.