As we approach Mother’s Day 2024, brands must prepare to adapt to changing consumer needs and preferences. Considering the current market dynamics and consumer behavior, it’s crucial to develop a successful Mother’s Day campaign that extends beyond the day itself. Here’s a detailed roadmap to navigating the Mother’s Day market, retail trends, and the significant transition towards e-commerce.

Mother’s Day Advertising: Market Outlook

2023 had been the cost of living crisis, and honestly, it seems like 2024 is no different. Cost of living crisis prompted a significant shift in consumer priorities with value becoming paramount in gift-buying decisions. Shoppers strategically wait for discounts and promotions before making purchases. Additionally, there was a notable trend towards celebrating at home rather than dining out, due to financial concerns.

Mother’s Day Statistics:

• 61% of consumers chose discount or promotional gifts for Mother’s Day due to financial constraints.
• 79% preferred celebrating Mother’s Day with homemade meals over dining out.

Mother’s Day Retail Trends and Opportunities

Gift-ready products help time and cost-conscious shoppers

Gift sets are a real lifesaver for consumers who are watching their wallets or constantly on the go, especially during events like Mother’s Day. Retailers can really hit the sweet spot with impulse buyers by highlighting how gift sets offer both convenience and value. By getting the word out about the perks like saving time and money on additional packaging like gift boxes, wrapping paper, and greeting cards. Moreover, the ability for shoppers to personalize messages on labels adds an extra touch of sentimentality, further enhancing the appeal of gift sets. By effectively communicating these advantages, retailers can capitalize on the demand for thoughtful yet convenient gift options during special occasions like Mother’s Day.

Mother’s Day retail trends: 57% of consumers perceive gift sets as good value for money.

Strongest interest for personalized Mother’s Day gifts

For brands and retailers, personalization is like a breath of fresh air for those tried-and-true Mother’s Day offerings. It’s a chance to give beloved products a new twist and introduce them in innovative ways. By offering personalized options, retailers are essentially rolling out the red carpet, inviting customers to join in on the celebration. It’s all about adding that extra sparkle to the gifting experience and making Mother’s Day truly unforgettable.

Mother’s Day retail trends: 26% of consumers express interest in personalized gifts, highlighting the growing appeal and relevance of this trend in the Mother’s Day retail landscape.

Engage With Mother’s Day Shoppers Where They Are

Recent years have witnessed a remarkable shift in consumer behavior towards e-commerce, with notable impacts across various regions. In the US, retail e-commerce revenue soared to approximately $905 billion USD in 2022, with projections suggesting a further surge to over $1.3 trillion USD by 2028, as outlined in the Statista Digital Market Insights report.

Similarly, the UK has experienced a significant uptick in e-commerce adoption, with annual sales growth expected to maintain a steady pace of around 4% through 2026, driven partly by a preference for online shopping amid inflationary pressures. Notably, the UK leads Europe in e-commerce sophistication, with an estimated 68.8 million e-commerce users projected by 2025, leaving only a minority as non-digital buyers.

While traditional brick-and-mortar shopping still holds sway, the momentum behind e-commerce is undeniable. Consumers are increasingly drawn to online shopping for its array of benefits, including swift delivery, hassle-free returns, and diverse payment options, including buy now, pay later schemes. Brands have responded by refining their online offerings and streamlining the purchasing process to offer greater convenience and ease for consumers.

Furthermore, the rise of e-commerce has transformed how consumers discover new products. Many now rely on the internet to explore unfamiliar brands, services, and products. As a result, businesses must establish a robust digital presence to effectively connect and engage with consumers amidst these evolving trends and preferences.

Capture Shoppers’ Attention with AI-Powered Contextual Advertising

Today, contextual advertising leverages AI and machine learning to elevate the effectiveness of ad campaigns. With its ability to reach the relevant consumers in the right context in their right frame of mind, contextual advertising becomes a potent tool for advertisers.

Contextual advertising analyzes the content of the page to derive hyper-contextual cues that align with the brand goal and objective. Sophisticated algorithms also analyze whether the content is brand safe or not. By aligning ads with the content that the consumer is actively engaging with can connect with audiences when they are most receptive.

For example, imagine a jewelry brand preparing for advertising for Mother’s Day and eager to promote its unique collection of customizable necklaces. Through a strategic contextual advertising campaign, the brand can select keywords like “Mother’s Day gifts,” “personalized jewelry,” “meaningful gifts for mom,” or “sentimental keepsakes.” This ensures that their ads are displayed alongside relevant content.

Connect with Your Audience Online this Mother’s Day

With these valuable insights into Mother’s Day consumer behavior, you can fine-tune your marketing strategy for this cherished annual celebration. Embracing a digitally savvy approach allows you to connect with shoppers who are keen to honor not just their mothers, but also their wives, grandmothers, and other caregivers!

Eager to launch standout Mother’s Day campaigns? Request a demo now to discover how Silverpush can elevate your efforts.

The Paris Olympic Games 2024 is not merely a gathering of the world’s finest athletes, but it’s a testament to unity, diversity, and the pinnacle of human excellence. The grand spectacle sparks surges in consumer engagement and purchase intent worldwide. Whether you operate shoe boutiques in Ohio, bicycle repair shops in Manchester, restaurants in Paris, or hotels in Marseille, achieving success hinges on ensuring your brand is visible during these pivotal moments.

The opportunity is vast, but success hinges on adept management. It surpasses mere visibility; it’s about crafting resonance that resonates deeply with the audience.

We present to you the final article of our Olympics blog series. Make sure to read about the actionable insights for the Olympics campaign, How Contextual advertising can help brands reach their most relevant audience at the right moment, and how to get started with interactive video ads for the Olympic Games advertising.

Advertising Around the 2024 Paris Olympics: Who Will Be Watching, and Why?

The Olympics represent a unique televised sports spectacle, drawing a diverse audience, unlike any other sports competition. Viewers tune in for myriad reasons, creating a captivated sporting audience with varied values and interests, potentially distinct from those targeted by your business in the past.

Own the World’s Largest Moments with YouTube

Millions will flock to YouTube to stay updated on the Summer Olympics—whether they’re tuning into ads, fan-generated content, or the grand spectacle itself. Advertising on YouTube enables brands to connect with both pertinent content and vast audiences during these monumental cultural events.

Seize the Moment with Advanced Contextual Targeting

With the Games’ widespread digital coverage and audiences able to watch events and related content whenever they want, advertisers are presented with a significant opportunity. By connecting with your relevant audience in the right context, and delivering personalized content at the right moment, brands can significantly increase attention and purchase intent.

Why does this matter?

Because ads seen in context are seen as highly relevant by consumers, leading to much higher CTRs and conversions. For example, contextual retargeted ads have ten times higher click-through rates compared to typical display ads.

When attention and alignment are part of your advertising strategy, ROI can increase by up to 30%. Contextual advertising enables brands with better engagement, increasing the likelihood of desired action from their potential consumers at a more affordable rate.

And when you consider the scale and reach of the Olympic Games, this presents a recipe for outstanding results.

Introducing Mirrors – Intelligent Contextual Advertising Solution

Mirrors is an advanced context intelligence technology backed by proprietary AI – designed specifically for brands and agencies

Our next-gen AI technology offers comprehensive content analysis, identifying celebrities, brands, objects, text, audio, actions, scenes, and places. In contrast to traditional YouTube solutions, we excel in crafting highly effective content alignments and contextual cues tailored to enhance your brand’s presence.

Re-imagine your YouTube buying with Mirrors – allowing advertisers the ability to capitalize on content featuring key players, coaches, teams, and more!

Using Creative Intelligence to Your Advantage During the Olympics

Once you’ve designed your Olympic-specific campaign, the next crucial step is selecting the appropriate advertising platform for your brand.

Traditional linear TV ads, while impactful, come with a hefty price tag, often comparable to Super Bowl commercials. These high-profile advertising avenues may be viable for larger brands with sizable budgets. However, alternative channels such as Connected TV (CTV) or Online Video (OLV) often deliver better results for many companies, especially those seeking budget-friendly options.

Capturing the attention of a global audience during the Olympics demands more than conventional advertising methods. Interactive video advertising opens the door to a new level of connection between brands and their target audience. By allowing viewers to interact, brands can gather valuable insights into their preferences and behaviors. Incorporating elements of interactivity and gamification, these ads create an immersive experience that captivates viewers, encouraging them to tune into live programming and engage further.

Introducing Crafters – A Creative Intelligence Solution

Crafters is a creative intelligence solution that generates privacy-focused, hyper-contextual video ads. Increase engagement without relying on personal data – reach the right audiences with the right message, at the right time, every time.

Crafters leverage more than a decade of hyper-contextual machine learning data to deliver interactive video ads to audiences when they are most attentive. Advertisers can identify handraisers and provide them with actionable content at the moment they’re most likely to interact.

Interactive video ads signify a revolutionary change in digital advertising, turning passive spectators into dynamic participants. Through the smooth integration of interactive elements such as touchpoints, quizzes, and clickable features, these ads present an unparalleled avenue for brands to connect with their audience. Viewers are no longer just observers but are encouraged to engage deeply with the ad content, making choices and initiating actions that steer the storyline.

According to the State of Video Marketing report, 17% of video marketers intend to incorporate interactive video into their video marketing strategy. But now, before we get ahead of ourselves, let’s understand what is interactive video advertising, the reason why advertisers need to implement creative intelligence in their advertising media plan, and how to choose the best tech partner to get started with interactive video ads.

What is Interactive Video Advertising?

By definition, Interactive video advertising allows consumers to engage and interact with an ad, nurturing communication between brands and their audiences. This dynamic approach enables brands to establish and cultivate meaningful connections with their audience.

Interactive v/s Linear Video Ads

Traditional linear video ads typically allow limited interaction, such as play, pause, rewind, and fast-forward functionalities. In contrast, Interactive videos empower viewers to interact directly with the content using various digital actions like clicking, dragging, scrolling, hovering, and gesturing. This interactivity is facilitated through several tools, including:

• Hotspots: clickable areas within the video that may lead to external web pages or reveal additional content within the video itself, like product details.
• 360 views: enabling users to explore the video environment by dragging the screen to view in different directions.
• Branches: offering viewers multiple paths to customize and control the content they see.
• Data inputs: integrating form fields where users can input information like their name, age, etc., directly within the video.
• Quizzes: combining interactive buttons and branching to deliver assessments and provide personalized results at the conclusion of the video.

These functionalities enhance viewer engagement, making the video experience more enjoyable, memorable, and interactive.

Reasons for Brands to Adopt Interactive Video Ads

Giving viewers choices is increasingly popular, exemplified by Bear Grylls’ innovative use of interactivity in his Netflix series, “You vs Wild.” Similarly, on the advertising front, interactive video ads offer brands a powerful tool to engage consumers and convey messages more effectively.

There are several key factors that contribute to the rapid adoption of these formats:

1. Short Attention Time Span of Consumers

The internet has evolved into a fierce arena where capturing the attention of an easily distracted online audience is a constant challenge. In response to this, snackable content has emerged as a solution to cater to the short attention spans of the masses. On social media platforms, brands have effectively utilized snackable content to engage their audience. However, on the broader web landscape, its interactive layers are emerging as a highly effective strategy for capturing attention and encouraging users to engage with brands on a deeper level. Interactive elements within content not only grab attention but also invite users to actively participate, creating a more immersive and memorable experience. This deeper level of engagement nurtures stronger connections between brands and their audience, ultimately driving brand awareness and loyalty in a crowded digital space.

2. Higher Engagement

Encouraging users to engage with an advertisement by incorporating gamification elements is an effective strategy for conveying a brand message. Research indicates that interactive video ads lead to a 47% increase in the time spent with the ad. Additionally, when users interact with these ads, advertisers benefit from triple the amount of time spent engaging with the consumer.

3. Better Brand Recall

Interactive video ads, when executed effectively, are not just cool and innovative; they also excel in achieving what every advertiser aims for memorability. Research indicates that these ads leave a lasting impression, so much so that even if users don’t actively engage with them, they are still 32% more likely to remember the interactive ad compared to a linear ad.

4. Measure KPIs beyond views

Linear video ads traditionally focus on viewability and completion as KPIs, but interactive video ads offer deeper insights into user engagement. Tracking interactions with interactive elements provides valuable data, allowing brands to define KPIs based on campaign goals. This enables better measurement of ad effectiveness and optimization strategies.

How to Choose an Interactive Video Company?

Finding the right agency partner is crucial when embarking on your first interactive video project. It’s essential to choose a partner whose experience, skills, and capabilities match your requirements. That’s why we’re excited to introduce you to Crafters, a creative intelligence solution that can help bring your interactive video vision to life.

Our proprietary technology and engaging creatives turn your ads into immersive journeys, transforming brand stories into great captivating experiences.

1. Experience a sales boost like never before with Shoppable Videos!

These interactive masterpieces empower viewers to make purchases directly from the video itself. Explore, interact, and shop seamlessly as you watch, turning passive viewing into instant gratification. Elevate your sales strategy with Shoppable Videos today!

2. Reach the Right Audience in the Right Context at the Right Moment

Deliver ads on relevant platforms like CTV and Open Web, reaching viewers actively engaged in your niche. Crafters generate ads using non-personally identifiable information such as weather, geography, and time of day, ensuring user privacy and compliance with evolving regulations.

Conclusion

Digital video advertising expenditure has been on a remarkable upward trajectory, with substantial year-on-year increases. Although the global online advertising market is expected to mature and experience slower growth in 2024 and beyond, one niche that will maintain its prominence is video advertising. Forecasts predict a year-over-year growth of over 6% for video advertising in 2024. (Source: Statista).

Interactive video ads are poised to become a cornerstone of this growth, transitioning from a niche market to a mainstream advertising format. Brands are taking notice of these trends, and we anticipate witnessing a surge of highly original and creative interactive video ads in 2024 and beyond.

The possibilities are endless. Work with one of our interactive experts for your next campaign. Get started now.

Remember the electrifying moment when Michael Phelps clinched his 8th gold medal by a mere 1/100th of a second? Or the breathtaking sight of Simone Biles flawlessly landing her Yurchenko double pike? With such iconic moments set to captivate audiences worldwide, the upcoming Summer Olympic Games in Paris present an unparalleled opportunity for brands to align themselves with these historic and inspiring feats in sports.

The allure of the Olympics is undeniable. Every four years, the world unites to witness the pinnacle of athletic achievement, with the host city taking center stage. From Barcelona’s cultural explosion in 1992 to Rio’s awe-inspiring spectacle in 2016, each game has left a lasting impression.

Paris 2024 promises to be no different. According to Euromonitor International, Paris anticipates welcoming an additional 3 million visitors during the Games generating a surge in revenue for local businesses.

Welcome to the kickoff of our four-part Olympics blog series! In Series 1, we’ll delve into five compelling reasons why marketers worldwide must begin gearing up to position themselves as Olympic contenders.

Olympics Advertising Stats to Kickstart Your Gameplan

Audiences Atop the Leaderboard

According to NBCU, The Summer Games held in Tokyo were the most significant mass audience event of 2021 and 2022, drawing in diverse viewership from various demographics. In Paris, the upcoming Games are anticipated to attract four times the streaming minutes compared to Tokyo, making it an even more substantial platform for brands to connect with consumers. Unlike niche events, the Olympics appeal to a wide range of audiences, including men, moms, millennials, and people from diverse ethnic backgrounds.

Brands that choose to invest in commercial time during the Olympics stand a higher chance of capturing consumers’ attention. However, seizing this opportunity requires both strategic planning and tactical execution.

The Olympic Halo Helps Outpace the Competition

The Tokyo Games are heralded as the most digitally accessible Games in history, poised to surpass the coverage and engagement of the lackluster TV ratings seen during the Rio 2016 Games. Here are some key digital highlights:

1. 61% of UK population (35 million) British viewers tuned in to watch the 2016 Rio Olympics on BBC.
2. An average of 15.5 million viewers saw 2021 Tokyo Olympics in primetime coverage in the U.S.
3. Over 218,000 coverage hours across 250+ digital platforms, doubling the TV coverage of Rio 2016.
4. More than 9 million hours of content streamed on the Olympic player, with a daily average of 1 million unique viewers for live streaming and on-demand content.
5. NBC alone exceeded 2.5 billion live streaming minutes, marking a significant increase compared to all previous Olympic Games combined.
6. Record-breaking social media engagements, with over 4 billion impressions generated.

Here Are 5 Reasons Why Marketers Around The World Shouldn’t Wait To Capitalize On The Olympic Spirit

Paris Spreads The Game Across The Nation

From Handball and Basketball matches near Lille to soccer showdowns in Bordeaux, Lyon, and Nice, along with sailing competitions off Marseille’s shores and shooting contests near the scenic Loire Valley at Châteauroux, the Paris Games are a nationwide spectacle. Each venue will draw its own crowd of spectators keen on exploring local attractions between events.

Each location will attract enthusiastic spectators eager to explore local gems when not cheering on athletes. Tahiti, the first overseas territory to host an Olympic event, adds an exotic twist, offering breathtaking, thrilling jungle adventures, and even wine tours.

Olympic Visitors Are Adventurous Explorers

Olympic attendees bound for events in Paris will undoubtedly take advantage of ample opportunities to explore the capital. Plus, with seamless access to Western Europe’s most expensive train network, their journey doesn’t have to end there.

Historical data from past Olympics reveals a significant portion of visitors’ expenditures occurring beyond the host city. For instance, during the 2012 London Games, the average visitor extended their stay by 22% compared to typical tourists visiting the UK, allocating 27% of their spending to regions outside of London.

Paris In Motion, Opportunity On The Move

It’s not just international visitors who will venture beyond Paris during the Games. Recent Olympics have witnessed a trend of internal migration, with residents capitalizing on the opportunity to rent out their homes and explore other regions of the country.

Vacation rental companies like Airbnb alone expect to facilitate over half a million Parisians in renting their properties during the Games. These enterprising individuals, seeking new experiences in different parts of the country, will inject fresh energy into local shops, restaurants, and cafes.

Fans will be there in spirit via devices, apps, and channels

Fans are eagerly anticipating the upcoming Olympic Games! Over the past year and a half, spurred by a global pandemic, we’ve witnessed a rapid surge in consumers’ embrace of digital-first TV, particularly through connected TV, and subscriptions to streaming services. However, it’s worth noting that a considerable portion of the coverage will be consumed in a time-shifted manner due to the significant time zone difference between Tokyo and regions like the US (13 hours ahead) and the UK (8 hours ahead).

Sports Participation Takes Center Stage

Every Summer Olympics captures the attention of a global audience, consistently exceeding 3 billion viewers, solidifying its position among the most-watched sporting events around the world. The Games provide a platform for sports often underrepresented in mainstream media, showcasing the athleticism and dedication required in disciplines like rowing, kayaking, climbing, and surfing.

Additionally, the Olympics consistently fuels a surge in participation rates for established sports like boxing and athletics. Notably, after the 2012 Games, bike retailers in the UK reported a remarkable 15% jump in sales source (Cycling Weekly), highlighting the global impact of the Olympics on sporting goods, venues, and local clubs.

Final Take

The Paris 2024 Olympics offers a unique opportunity for businesses worldwide to reach a vast, engaged audience. By understanding the event’s wider footprint & implementing strategic marketing initiatives, businesses can transform themselves into Olympic contenders, regardless of their location.  This is the debut article in our series, dedicated to unlocking the potential of the Paris 2024 opportunity, no matter where you are. Stay tuned for the next chapters as we delve into seizing key moments in the Olympic Games.

As the Oscars draw near this week, let’s delve into the captivating world behind the glamor and glitz!

🎬 Exploring pivotal categories and emerging interests, our Contextual Insights provide an exclusive peek into the secrets of success on Hollywood’s grandest stage. Hosted by Jimmy Kimmel, the 96th Academy Awards are igniting substantial online excitement. Go beyond the surface glitter and uncover the pulse of audience interests and trending topics.

In the dynamic landscape of today’s world, seasonal events unfold with remarkable frequency. It’s this keen understanding of these occasions that empowers Silverpush and its partners to seize the opportunities they present. Our analysis focuses on the upcoming Red Carpet Season, delving into its potential impact on Video Advertising. By shedding light on the evolution of content creation and consumption, we aim to provide valuable insights into how the Awards and Festival period from last year has influenced the current year thus far.

It isn’t over when the curtain falls – After the awards, the Oscars live on—on YouTube

The Oscars may end when the curtain falls, but the excitement lives on long after the last trophy is handed out. While celebrities flock to after-parties, audiences turn to YouTube, where the celebration continues. Surprisingly, there are more searches for the Oscars the day after the event than on the day itself, both on YouTube and Google Search. As people return to work, they catch up on the highlights and controversies, eager to engage in watercooler conversations, with video being their preferred medium.

How Can Brands Win on Awards Night and Beyond with Contextual Advertising?

Brands have a unique opportunity to seize the spotlight during awards season, extending their reach far beyond the confines of the red carpet. While viewers tune in to iconic moments, speeches, and high-fashion statements, they also eagerly anticipate the commercials, with a remarkable 90% of Disney viewers expressing favorability towards advertisements during the Oscars.

Contextual targeting offers advertisers a powerful tool to strategically place their ads in front of audiences immersed in Oscars-related content. By understanding the context in which users are consuming content—whether it’s watching videos about nominees, red carpet coverage, or engaging in post-show discussions—advertisers can tailor their messaging to align seamlessly with the viewer’s interests and mindset.

This approach ensures that ads are not only relevant but also timely, capitalizing on the heightened attention and anticipation surrounding the event. Be it promoting fashion brands alongside red carpet coverage, showcasing luxury products during commercial breaks, or aligning with the themes of nominated films, contextual targeting enables advertisers to effectively engage with audiences in a way that feels natural and non-intrusive

Moreover, contextual targeting allows advertisers to reach users across various platforms and devices, ensuring a cohesive and integrated advertising experience.

By harnessing the power of contextual advertising, brands can not only capture the attention of audiences during awards season but also drive meaningful connections that resonate long after the final curtain falls.

At Silverpush, we’re privileged to have numerous talented women leading the charge, shaping the future of our company and the industry as a whole. In honor of International Women’s Day, we’d like to spotlight a few of these exceptional leaders and hear about their experiences navigating a predominantly male-centric industry. We also want to glean insights from their journeys and seek advice on inspiring the upcoming generation to embrace technology and drive innovation forward.

Empowering Reflection: Advice for Aspiring Women Leaders from a Career Journey

Shivika Wadhawan AGM – Finance. “Looking back on my career journey, especially as a woman striving for leadership in finance, I’d tell my younger self to place greater emphasis on cultivating a strong professional network. Networking isn’t just about exchanging business cards—it’s about forging meaningful connections that can propel your career forward. It’s in these relationships that you’ll find invaluable support, guidance, and mentorship.

Moreover, I’d stress the significance of self-advocacy. Instead of waiting for acknowledgment, be proactive in highlighting your accomplishments and contributions. Believe in your abilities and make sure others recognize your value too.

These pieces of advice aren’t just about career progression; they’re about empowerment and self-belief. Embrace networking and self-advocacy as tools to carve your path to success, knowing that you deserve every opportunity that comes your way.”

As a leader and a woman, what message of hope and inspiration would you like to share with all women on International Women’s Day?

We’re extraordinary beings, capable of achieving greatness through our intellect and resilience. By shattering stereotypes, we’ve etched our mark in this world. In moments of adversity, let our strength be our guiding light, for as the saying goes, “Defeat is not in falling, but in refusing to rise again.”

Let’s not only stand strong individually but also uplift each other as we journey towards progress and equality. Together, let’s forge ahead with unwavering determination and unwavering support, knowing that our collective strength knows no bounds.

#InspireInclusion: Empowering Women for a Brighter Tomorrow

Mansi Matela, Chief Product Officer, Silverpush. “I am deeply moved by the profound significance of this year’s International Women’s Day theme: “Invest in Women: Accelerate Progress.” It’s a testament to our collective journey toward gender equality and empowerment. We’ve witnessed remarkable strides, notably with the representation of women in tech companies now exceeding 35%. It’s a testament to the resilience and talent of women breaking barriers and pushing boundaries.

Yet, as we celebrate these victories, we must acknowledge the considerable distance still ahead, especially in achieving equitable opportunities for women to advance in their careers. The corporate ladder remains a steep climb for many, often hindered by systemic barriers and biases.

In this moment, I implore each of us to dig deep and embrace unwavering self-belief. Let’s commit ourselves to continuous growth, constantly refining our skills and seizing every opportunity to learn and evolve. But let’s not walk this path alone; let’s extend our hands to uplift and empower one another, creating a supportive community where every woman’s success is celebrated as our own.

So here’s to all the incredible women out there—Happy Women’s Day! Your resilience, your brilliance, and your unwavering spirit inspire us all. Keep shining brightly, not just today, but every day, lighting the way for a future where every woman can reach her full potential. Together, let’s continue to champion progress, not just for ourselves but for generations to come.”

A Seat at the Table: The Future of Women in Leadership

Rebecca Bridges, Client Success – Director. “To all the young women dreaming of a career in tech, I urge you to embrace your authenticity and never doubt your worthiness in this industry. Ask questions, seek knowledge, and remember that every opportunity, no matter how daunting, is a chance for growth. In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!

Following the advice of successful women who work in the space is so beneficial, and I’ve had the opportunity to attend many inspiring female-led seminars. One of the times I felt most empowered in my career was being in a Q&A session with Koo Govender, the first female CEO at Publicis Groupe Africa. Sessions like this really help to combat imposter syndrome and stop you from questioning your position within the industry.

In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!”

Honoring the Role Model: Lessons in Success, Resilience, and Personal Growth

Thuy Tran, Sales Director – Vietnam. “My mother has been a significant influence in my life, demonstrating the importance of self-awareness, positivity, a strong work ethic, and goal-oriented mindset from an early age. While her own journey may not have led to the heights she envisioned, she imparted invaluable wisdom that continues to guide me in both personal and professional spheres. Through her example, I’ve come to understand that true success encompasses not only tangible achievements but also the character and values developed throughout life’s endeavors. Her enduring impact inspires me to strive for excellence and pursue my aspirations with determination and resilience. She truly is my role mode for life.”

Step aside, millennials; a fresh generation is in town – Gen Z has taken the spotlight. Born between 1997 and 2012, these digital natives are rewriting the rules of everything, from fashion to politics, and most importantly, how they consume information. For Gen Z, the search engine is now a TikTok, a YouTube tutorial, or even a casual browse through Amazon. This seismic shift in behavior presents a golden opportunity for savvy brands.

With an estimated spending power of $360 billion & an increasing influence (41 million GenZers shall be eligible to vote in 2024 US elections. Their influence extends beyond consumer choices to shaping the political landscape. As the torchbearers of the future, Gen Z demands a nuanced approach – one that not only caters to their preferences but also resonates with their aspirations and ideals.

But these digital natives tick differently. They crave authenticity, not airbrushed perfection. They value experiences that enrich their lives aligning with their beliefs, not just catchy slogans. So, how do the marketers navigate this brave new world and win their hearts in 2024?

Key trends that will define how brands can win over Gen Z in 2024

1. The Rise of the Social Search Engine

Google, move over! Gen Z turns to social media platforms like Instagram and TikTok for answers. These platforms, with their curated feeds and engaging content, are becoming new search engines. This shift opens doors for brands to be discovered organically. Think of it as a giant virtual party where you’re not just selling, but joining the conversation.

In the past year, several platforms introduced search advertising offerings, indicating an increased focus on social search that marketers are likely to prioritize in 2024.

For advertisers, it’s not about shouting your message; it’s about being present where they are, answering their questions, and sparking their curiosity in a natural, engaging way.

2. Fashion & Beauty: Get Weird, Get Wonderful

GenZ now makes up more than 40% of Pinterest’s 482 million active monthly users and is the platform’s fastest-growing demographic. Prepare to be dazzled by aquamarine makeup, chunky hoops the size of planets, and hairstyles inspired by jellyfish!

Pinterest, a Gen Z haven, predicts these Gen Z fashion trends will explode in 2024. Campaigns with themes such as “eclectic grandpa” style, a quirky blend of retro streetwear, and chic cardigans, are gaining traction. Given the platform’s impressive 80% accuracy rate in predicting past trends, marketers are encouraged to pay attention.

What drives this maximalist aesthetic? According to Pinterest, it’s all about squeezing every ounce of joy out of life and surrounding yourself with things that make you happy. For marketers, this translates to creative freedom. Embrace the bold, the weird, and the playful. Create campaigns that encourage self-expression and individuality, while experimenting with new formats like augmented reality filters or interactive quizzes that tap into GenZ’s love for games and experiences.

3. The Midas Touch with a Conscience

Gen Z has the power to make brands soar, but they’re also incredibly mindful. They care about equality, sustainability, and the impact their choices have on the world. A recent Edelman study revealed that 73% of Gen Z consumers choose brands based on their values. So, it’s not enough to simply be trendy; brands must demonstrate a genuine commitment to making the world a better place.

In the upcoming 2024 U.S. election, the influence of young people will be substantial, as millennials and Gen Z voters are projected to make up 40% of the electorate. Nevertheless, both Democrats and Republicans will face challenges in mobilizing Gen Z voters to participate in the electoral process.

Beyond the Trends: Building Lasting Connections

While these Gen Z trends offer a roadmap, the crucial takeaways are, that they’re diverse, nuanced individuals with unique interests and aspirations. The key is to move beyond the trends and focus on building genuine connections. Engage with them in authentic conversations, listen to their concerns, and create experiences that enrich their lives.

In 2024, the brands that win Gen Z’s hearts won’t be the loudest or flashiest. They’ll be the ones who understand their language, respect their values, and offer them more than just a product – they’ll offer a sense of belonging, a platform for self-expression, and a chance to make a difference. So, dive deep into the world of GenZ. Embrace the weird, the wonderful, and the socially conscious.

In the dynamic landscape of modern advertising, strategic brand placement is essential for capturing the attention of vast audiences. One such golden opportunity lies within the fervor and excitement of March Madness, a premier collegiate basketball tournament that captivates the attention of millions of Americans each year.

According to reports, the advertising landscape during March Madness is marked by substantial investments, with spot prices ranging from hundreds of thousands of dollars in the early stages to over $2 million for the NCAA Championship. The statistics speak volumes about the unique advertising environment presented by March Madness.

Did you know that 41% of March Madness viewers checked ad-addressable websites, most visiting new sites (Source: kortx.io).

An Overview of the March Madness Audience

In 2023 14.69 Millions viewers tuned in and March Madness emerged as a prime platform for advertisers seeking to make a significant impact.

• March Madness programming captures the attention of 65% of households, with an average viewing time of 9.25 hours per household throughout the tournament.
• Ads during March Madness reach 245% more households per commercial compared to ads in other programming. (Source: effectv)
• Streaming viewership on networks airing March Madness increases by 86% during the tournament compared to the preceding period.
• 66% of these fans have agreed they take action after seeing a brand’s sponsorship as they are watching their favorite team play. (Source: adweek)

Targeting an Enviable Audience: WalletHub reports that approximately 73% of March Madness viewers also tune in to local news, with almost half boasting a household income exceeding $100,000, and 51% falling within the 25 to 54 age range.

Maximizing Exposure: The tournament, spanning from Selection Sunday to the championship game, offers advertisers the opportunity to achieve high frequency and exposure, reaching a distinctive audience over a three-week period.

Elevate Creativity: Given the grand stage, generic creativity won’t suffice. Industry leaders have emphasized the importance of standing out, especially with such a discerning audience, for optimal advertising impact.

Elevate Your Video Game with Dynamic Video Ads During March Madness!

March Madness stands out as a premier sporting spectacle each year, drawing an ever-growing viewership as the tournament unfolds. Whether you missed a game, sought exclusive interviews, or craved expert predictions, the go-to platform for all things March Madness is YouTube.

In the previous year, the final four rounds of the tournament amassed a staggering 3 million hours of viewership on YouTube. However, it’s not just tournament content that attracts viewers; a Google survey revealed that March Madness fans exhibit a staggering 16x higher likelihood of watching sports news-related videos compared to the average YouTube user.

Delving deeper into the viewership patterns, advertisers and marketers are recognizing the unique opportunities presented by March Madness enthusiasts. A recent study discovered that these fans are 10 times more likely to engage with videos centered around athletic shoes, making them a highly lucrative audience for sports brands.

Beyond the tournament highlights and post-game interviews, March Madness fans exhibit a penchant for diverse sports content on YouTube. The same study highlighted that these fans are 13 times more likely to consume videos related to sports coaching and training compared to the average YouTube viewer. This presents a valuable opportunity for brands aiming to contextually target athletes or sports aficionados.

Contextual targeting, hinging on intent-based targeting, allows advertisers to align their content with users’ specific interests, elevating the probability of a positive response. According to recent findings, consumers targeted at the contextual level are 83% more likely to recommend the advertised product or service compared to those targeted at the audience or channel level. This underscores the importance of reaching consumers in the right mindset at the opportune moment, enhancing ad resonance and subsequently boosting purchase intent.

Source: thinkwithgoogle

How Silverpush’s Advanced Contextual Solution Can Help Brands?

Silverpush is at the forefront of guiding brands through the landscape of contextual advertising with its cutting-edge AI technology, “Mirrors“. This revolutionary platform is reshaping YouTube advertising by seamlessly integrating AI capabilities with human expertise, creating a foundation for ethical, fair, and transparent ad placements.

Intelligent Contextual Targeting

Mirrors employs advanced AI technology, particularly the Context Detection model, to identify key contextual elements within videos. This includes faces, logos, objects, actions, text, and audio. This thorough analysis ensures a nuanced understanding of content context.

Additionally, Mirrors utilizes a Language Detection model, enabling it to comprehend slang, dialects, and cultural nuances. This linguistic proficiency enhances accurate context analysis, providing advertisers with a deeper understanding of the content they associate their brands with.

Brand Safety & Suitability

Mirrors place a strong emphasis on brand safety and suitability. It utilizes custom Inclusion & Exclusion themes to further enhance the suitability of ad placements.

Covering all 12 GARM (Global Alliance for Responsible Media) categories, Mirrors classifies content into three risk levels: Low, Medium, and High. This comprehensive approach ensures smart optimization by avoiding overblocking through intelligent risk balancing and advanced filtering mechanisms.

Human Augmented Filter

Mirrors combine AI efficiency with human oversight through a meticulous Human Augmented Filter. This dual-layered approach helps in full-proofing AI-extracted contexts, ensuring that ads align with the latest best practices.

The human element in the filtering process allows advertisers to stay current with industry trends, regulations, and ethical considerations. It acts as an additional layer of assurance, providing a dynamic and responsive framework for contextual advertising.

Conclusion

In the realm of sports events, every match is an opportunity to plant the seeds of brand recognition. Silverpush provides the tools to maximize this opportunity, offering advertisers the chance to sow the seeds of higher ROI and reap the fruits later.

Get in touch with our team today to learn how targeting YouTube categories like March Madness could be the ideal fit for your ads.

In today’s digital world, brands have a golden chance to shake things up in the sports industry with interactive video ads. Forget boring 15-second promos! Traditional video ads might work for movies and TV, but just like those industries, sports are going digital, and interactive ads are leading the charge. Viewers are tired of passive ads and want something engaging, that pulls them in and makes them want more.

Brands are realizing these fans are the perfect audience for interactive video ads. By adding games and ways for viewers to play along, these ads create a whole new experience that keeps people glued to the screen, coming back for more, and even tuning in live.

But that’s not all. Interactive video ads open a door to a whole new level of connection between brands and their target audience. By letting viewers interact, brands can gather valuable information about their preferences and habits, like what they like and how they behave. Incorporating elements of interactivity and gamification, these ads create an immersive experience that keeps viewers hooked, wanting more and tuning into live programming.

In this blog, let’s dive into the importance of sports marketing with some different types of interactive ad templates and see how sports brands can use them in their own campaigns!

Sports Marketing: Fans, Videos, & Winning Big Online

A study by Grand View Research, Inc. predicts that the global sports technology market is likely to achieve a substantial size of 55.14 billion USD by 2030, demonstrating an impressive (CAGR) of 20.8% from 2023 to 2030. This remarkable growth indicates the abundant opportunities within this dynamic and evolving landscape.

Sports teams used to promote themselves through megaphones and posters, but now they use the internet! Fans are online all the time, watching tons of sports stuff.

Videos are the biggest stars! Live streams let fans watch games and interviews live, even if they’re far away. Watching the winning shot on Facebook Live, feeling the excitement even through your phone! Teams also make short videos showing behind-the-scenes stuff or amazing player moments. These videos get people excited and make them feel closer to the team.

Also See: Sports Advertising Playbook

Leveling Up Advertising: Exploring Innovative Interactive Ad Templates

Interactive ads improve visibility & top of the mind recall while driving high impact through consumer engagement, multilingual marketing & retargeting. Let’s explore some of these templates:

Gamified Sports Experiences

Sports brands can create engaging mobile games aligned with popular sports themes. For example, a cricket-themed mobile game using phone’s motion sensors for realistic batting and bowling actions. Users could tap to start, choose heads or tails for the toss, and physically swing their phones to bat or bowl. This gamified experience not only entertained users but also aligned with their interests, creating a memorable interaction.

Real-Time Sports Data Integration

Integrating real-time sports data into interactive ads adds an immersive element. In a cricket-themed campaign, advanced sensors prompted users to shake their phones, simulating a ‘run out’ experience based on the live match scores. This sensory-rich approach leveraged the excitement of the game, providing users with a unique and interactive way to engage with the brand.

Contextual, Timely and Data-Driven Campaigns

Brands can optimize campaigns by incorporating timely and data-driven elements. An example involves a financial services promotion that dynamically featured live scores exclusively during matches. In the world of contextual & data driven advertising, brands can further optimize their campaigns through NLP analysis. NLP algorithms can analyze articles, newsletters related to finance.

By understanding the context of the text, brands can strategically place ads within relevant and brand-safe environments, ensuring that their promotions align with the thematic content and resonate with the intended audience. This ensures laser-focused targeting, capitalizing on the cricket buzz and effectively promoting the brand’s services during relevant moments.

Fitness-Centric Interactive Ads

Capitalize on the fitness zeitgeist by gamifying the user experience and fostering a sense of accomplishment. Brands can achieve this by developing interactive advertisements, such as virtual obstacle courses with leaderboards, that tap into users’ competitive nature and intrinsic desire for recognition. This strategic approach demonstrably increases user engagement, driving repeat interactions and solidifying your brand as a leader in the fitness space.

Discover: Crafters Creative Gallery

Score a Winning Play with Fans: Best Practices for Sports Brands in the Digital Age

Here are the best practices to unleash your inner MVP and score big with your passionate audience:

1. Personalized playbook: Use data-driven insights to understand your fans’ preferences, then tailor content and offers that resonate. Like exclusive behind-the-scenes footage for die-hards, or location-based discounts for regional supporters. Personalized experiences build deeper connections and make fans feel valued.

2. Content that Captivates: Craft engaging content that ignites emotions and sparks interaction. Think user-generated content campaigns, where fans become the stars. Or, unleash interactive quizzes and polls that get everyone buzzing. Remember, interactive content isn’t just about likes and shares – it’s about building a community of passionate fans.

3. AI Powered Precision: Go beyond basic targeting with AI enabled contextual targeting. This tech analyzes the content fans are consuming (videos, social media) and delivers ads that are relevant to their real-time interests. For instance, a fan reading an article about a rising rookie! They might see an ad for that player’s jersey right then and there. It’s like having a dedicated scout for each fan, ensuring every ad resonates, boosting engagement, and driving conversions.

4. Level Up the Fan Experience: Don’t just offer seats, offer portals! Embrace cutting-edge tech like gamification and AR/VR to create immersive experiences. Fans scoring virtual goals with their favorite players, or taking a virtual tour of the locker room.

These innovative touches leave lasting impressions and make your brand the ultimate destination for die-hard enthusiasts.

Artificial Intelligence, aka AI, has become one of the most talked-about topics in recent years. Each day brings forth new AI technologies, with some already seamlessly integrating into our daily lives. The advertising industry, in particular, is experiencing a significant impact as AI, or its earlier iterations has been quietly working behind the scenes in automated systems for quite some time. However, there is a noticeable shift as AI is now making its presence felt in more overt and prominent ways.

• 54.5% of advertisers say AI will most likely greatly enhance their marketing efforts.
• 61.4% of marketers have used AI in their marketing activities.
• 19.2% of marketers spent more than 40% of their marketing budget on AI-driven campaigns.

Source: From Influencer Marketing Hub 2023

While AI usage is growing, advertising professionals are very aware of the challenges the technologies pose.

AI Presents Diverse Use Cases for Advertising Professionals

1. Data Analysis
2. Content Generation
3. Natural Language Processing (NLP)
3. Media Buying
4. Real-time Personalization
5. Enhanced Targeting
6. Automated Decision-Making

The adoption of artificial intelligence (AI) is revolutionizing a brand’s advertising operations, providing advertisers with unparalleled insights into consumer behavior and the opportunity to create customized solutions, products, and experiences. Yet, as we strive for innovation and efficiency, it is crucial to pause and contemplate the pivotal role of ethics in this AI-driven landscape.

Navigating the Video Advertising Landscape: The Crucial Role of Responsible AI

As AI continues to wield its influence, responsible practices become imperative to mitigate potential risks and foster a trustworthy advertising ecosystem. Responsible AI in video advertising involves aligning technological advancements with ethical considerations, ensuring that the benefits are distributed equitably and that potential biases are identified and addressed.

At its core, Responsible AI revolves around the use and development of AI algorithms that align with human principles and societal values. The primary aim is to guarantee that AI is designed and applied with key principles in mind: fairness, reliability, privacy, inclusiveness, and transparency. This approach ensures a balanced and ethical integration of AI technology into our lives.

Transparency

Transparency is the core principle of AI-powered advertising strategies. To ensure ethical AI practices it is important to safeguard these cornerstones. 77% of consumers are more likely to trust companies that have ethical use of AI policies, according to global research. Transparency isn’t a buzzword in the advertising industry. It is the key to building deeper and meaningful relationships with the target audience.

Privacy and Data Protection

Privacy and Data protection have been the constant concerns in the advertising ecosystem. With Generative AI capabilities advertisers must be vigilant in handling vast data sets/ Obtaining explicit consent for data usage and adhering to robust data protection regulations are the essential practices.

Additionally, advertisers must be careful of the biases as predictive text leverages historical data. Advertisers must deeply analyze and audit the AI system to identify and rectify the bias.

A significant 81% of Chief Marketing Officers (CMOs) express the belief that regulating generative AI is essential. This underscores the importance of approaching the implementation of AI technologies with careful consideration and a commitment to responsible practices.

The Road Ahead: Balancing Innovation and Ethics with Human Expertise

While Artificial Intelligence is a powerful tool, the integration of human expertise remains essential for advertisers to navigate the complexity of contextual nuances, ensure brand alignment, and address unforeseen challenges in the dynamic digital landscape.

Ethical Considerations in AI Development:

While AI algorithms can automate decision-making processes and optimize content delivery, it is essential to embed ethical considerations into the very fabric of AI development. Human experts play a pivotal role in defining ethical guidelines, identifying potential biases, and ensuring that the algorithms align with societal values. Striking a balance between technological advancement and ethical boundaries requires the expertise of those who can navigate the nuanced landscape of human values and cultural norms.

Human Oversight for Algorithmic Accountability:

Even the most advanced AI algorithms are not infallible. Human expertise is indispensable in providing oversight and accountability. Human experts can monitor algorithmic outputs, identify unintended consequences, and intervene when necessary to rectify biases or ethical lapses. This human touch ensures a level of transparency and accountability that machines alone cannot provide.

Understanding Context and Nuances:

Human expertise brings an understanding of context and nuances that are often challenging for AI systems to grasp fully. While algorithms excel at processing vast amounts of data, human experts can interpret cultural, social, and contextual subtleties that impact the effectiveness and appropriateness of video advertising. Striking the right balance between innovation and ethical considerations requires a deep understanding of the human experience, something that AI, as of now, cannot fully replicate.

Adapting to Evolving Ethical Standards:

Ethical standards evolve with societal changes, and human expertise is crucial in adapting AI systems to these shifts. Human experts can analyze the evolving ethical landscape, update algorithms accordingly, and ensure that video advertising practices remain aligned with the values and expectations of the target audience.

Maintaining Creativity and Emotional Intelligence:

While AI can analyze data and make predictions, it lacks the innate creativity and emotional intelligence that humans bring to the advertising industry. Crafting compelling and emotionally resonant content often requires human intuition, cultural understanding, and the ability to connect with diverse audiences on a personal level.

Conclusion

In conclusion, we can say that AI will play a vital role in advertising operations and advertisers need to be highly skilled to maintain data privacy, trust, safety, and high standards of advertising.