No advertiser wants to see their ad next to fake news, conspiracy theories, or harmful content. But with programmatic advertising automating placements, keeping control isn’t as easy as it used to be.

Maybe you’ve seen it happen—your ad showing up on a questionable website, before a controversial video, or beside content that makes you cringe. With automation running the show, it’s happening more than you think.

Here’s a reality check: 75% of companies say brand safety impacts their business, yet only 26% take action. That means most brands are gambling with their reputation without even realizing it.

So, how do you stay brand-safe while still reaching the right audience? This guide breaks it down. We’ll dive into brand safety risks, real-world mistakes, and the strategies you need to take control—before your reputation is on the line.

Where It All Began… A Brand Safety Crisis

The first major brand safety crisis occurred in March 2017. The Guardian, a British daily newspaper, blacklisted YouTube after discovering its advertisements appearing alongside hate speech and extremist content.

As a result, major names like Toyota, P&G, AT&T, and Verizon withdrew millions of dollars in ad spending from YouTube.

For the first time, YouTube was dealing with both reputation and revenue damage. And it wouldn’t be the last time. Despite implementing remedial steps in 2017, 2018, and 2019, YouTube was still on the radar for deploying ads on harmful content.

YouTube is not the only platform affected by the problem; advertisers on Facebook and Twitter are also experiencing brand safety difficulties.

What Is Brand Safety Exactly?

According to the Internet Advertising Bureau (IAB), brand safety is defined as keeping your brand protected in the digital advertising space by ensuring your ads don’t run alongside harmful, offensive, or inappropriate content. That could mean anything from misinformation and hate speech to violent or adult content—things that can make customers question your brand’s values.

But here’s the thing: brand safety isn’t the same for every business. As the IAB puts it, “Brand safety is in the eye of the beholder.” A fitness brand might not want its ads next to unhealthy diet content, while a gaming brand might be fine advertising on edgy entertainment sites. That’s where brand suitability comes in—it’s not just about avoiding bad content but also making sure your ads show up in the right places.

To help advertisers, the IAB created the ‘Dirty Dozen’ list, a set of high-risk content categories to avoid. Ignoring brand safety can lead to negative press, lost revenue, and wasted budgets.

Brand Safety vs. Brand Suitability: What’s the Difference?

Brand safety and brand suitability might sound alike, but they’re actually two different things.
Brand safety is all about avoiding risks—keeping your ads away from harmful, offensive, or controversial content. It’s a broad, industry-wide approach that helps advertisers steer clear of the bad stuff.

Brand suitability, on the other hand, is more about strategy. It’s not just about where your ads shouldn’t be—it’s about where they should be. It ensures your ads show up in places that make sense for your brand and resonate with your audience. What’s a great fit for one brand might not work for another, and that’s the whole point.

The following table breaks down the key differences between the two:-

The Challenges of Brand Safety

Brand safety is more complex than just avoiding harmful content—it’s about ensuring your ads appear in the right places without sacrificing reach, engagement, or credibility. With 56% of US digital media professionals considering programmatic advertising vulnerable to brand risk, it’s clear that advertisers face significant challenges in keeping their campaigns safe.

The Scale of Online Content & Malgorithms

One of the biggest hurdles is the sheer volume of content being created. With 500 hours of video uploaded to YouTube every minute, manually reviewing and filtering placements are impossible. Advertisers rely on automation and AI, but these tools sometimes fail, leading to misaligned ad placements or “malgorithms”—when an ad’s context doesn’t match the content. A simple example? A cheerful travel ad appears next to a tragic news article.

Fake News & Misinformation

Another major challenge is fake news and misinformation. If you’re not monitoring where your ads appear, they could end up funding false narratives, conspiracy theories, or clickbait sites designed to mislead. Platforms like Reddit and Google’s AdSense have taken action, but brands must be proactive in avoiding association with harmful content.

Two-thirds of consumers believe brands have full control over where their ads appear, and 77% say seeing ads next to offensive content damages their perception of the brand—which makes brand safety a business-critical issue.

Ads appearing on Extremist Content

Then there’s the risk of extremist content. The last thing any brand wants is to be linked to hate speech, radical views, or offensive ideologies. Yet studies show that brands in the UK unknowingly contributed over £250,000 to extremist websites through ad placements. Social media and programmatic networks make it easier for these mistakes to happen, and once they do, the damage is already done.

Fraudulent traffic is another growing concern. Bad bots account for nearly 28% of all online traffic, inflating ad impressions and draining ad budgets without reaching real consumers. While bot detection tools are improving, advertisers must actively monitor campaign performance to spot irregularities.

There is a need for a smarter, more adaptable approach to brand safety. Instead of relying on outdated keyword blocking and blacklists that often overblock or underprotect, advertisers need AI-powered contextual targeting, human oversight, and real-time monitoring. Content alignment has been shown to increase ad recall by up to 50%, proving that brand safety and campaign effectiveness can go hand in hand.

Why Brand Safety Matters More Than Ever For Advertisers?

Building a brand takes years of effort, but one wrong ad placement can undo all that hard work in seconds. Consumers don’t just connect with your product or service, they connect with your values. If your ad appears next to harmful, misleading, or inappropriate content, it can damage your brand reputation and break consumer trust. In fact, 51% of consumers say they would stop using a brand if its ad appeared near inappropriate content. That means brand safety is not optional; it is essential.

First, it protects your reputation. Around 80% of consumers say they will stop or reduce buying products if they see ads next to violent or extreme content. Where your ad appears shapes how people see your brand. For example, an ad placed alongside disaster footage or negative news could unintentionally create a bad association for your brand.

Second, it keeps you competitive. Today’s consumers expect brands to stand for something. Aligning with positive, relevant content helps reinforce your brand identity and connect with the right audience.

Lastly, it optimizes your ad spend. Brand-safe ads are more likely to appear on premium, high-quality content, ensuring that your budget goes toward real engagement, not wasted impressions.

Brand safety is not just about avoiding risks. It is about building trust and long-term success.

Who Decides “What’s Safe & Unsafe” Anyways?

Many organizations are working to improve brand safety, but two of the biggest names leading the charge are the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC). These groups, along with brand safety vendors, set the rules and best practices that help advertisers, agencies, and publishers keep ads away from unsafe content.

They make sure publishers follow privacy guidelines and place ads responsibly, while advertisers stick to brand authenticity standards. In short, they help create a safer, more trustworthy ad space, so brands can advertise with confidence and audiences can engage without distractions.

Ensuring Complete Brand Safety with Silvepush’s Mirrors

One of the key challenges with traditional brand safety tools is the inability to identify the right context, be it keyword targeting, blacklists, or dealing with unsafe programmatic video ad placements.

Mirrors, by Silverpush, is an AI-powered contextual targeting solution focusing on serving personalized ads to the audience in a complete brand-safe environment. It enables the processing of large volumes of data at speed, with better context identification, at a larger scale, and improved targeting efficiency.

But brand safety isn’t just about avoiding bad content—it’s about smart placement. Mirrors lets you customize inclusion and exclusion lists, helping you target content that’s not just safe but suitable.

Whether you need to categorize kids’ content, filter specific themes, or refine placements, Mirrors puts brands back in control.

With AI-powered precision, full transparency, and real-time insights, Mirrors ensures your brand is seen where it makes the most impact—without the guesswork.

Ready to take control of your ad placements? Contact us today to book a free demo.

The online advertising landscape is changing at a breakneck pace. Privacy regulations are getting tougher, and third-party cookies are already on their way out. That means advertisers must rethink the way they connect with audiences.

For years, behavioral targeting has been the go-to method for ad targeting. But it’s becoming less and less reliable. And in some cases, it’s even becoming obsolete. So, where does that leave advertisers looking to connect with the right audience at the right moment?

This is where contextual intelligence steps in. Unlike basic contextual targeting, it goes even deeper. Contextual Intelligence uses AI-powered analysis to truly understand content, intent, and user engagement. Instead of guessing based on a few words, it figures out the full context of what someone is watching, reading, or interacting with.

In this article, we’ll break it all down—what contextual intelligence is, why you should care, and how it’s revolutionizing the future of advertising.

So, What is Contextual Intelligence, Exactly?

Think of contextual intelligence as AI with common sense. It doesn’t just spot keywords; it understands what they actually mean in context—whether in text, images, or videos.

For example, if an AI sees the word “shot,” does it refer to basketball, photography, or something harmful? Contextual intelligence figures that out by analyzing the surrounding content, tone, and meaning.

It works by combining machine learning, semantic analysis, and AI-driven pattern recognition to make sense of digital content the way a human would.

Why Context Matters More Than Ever?

Think about the last time you made a quick decision and later realized you had missed an important detail. Maybe you replied to a message without reading the full conversation or picked a restaurant based only on its name, only to find out it wasn’t what you expected. Context changes everything—it adds meaning, perspective, and depth to our choices.

The same holds true in advertising. The where, when, and how an ad appears matters just as much as the message itself. With consumers juggling multiple screens and privacy concerns at an all-time high, advertisers need a smarter, more context-aware approach.

Consider these shifts in digital advertising:-

1. Strict privacy guidelines are limiting behavioral tracking. Advertisers can no longer rely on personal data for targeting.
2. 80% of consumers say they would reduce or stop purchasing from brands that advertise in unsafe environments.
3. 69% of consumers are more likely to engage with ads that match the content they are consuming. Contextually relevant ads don’t just feel better; they perform better.

It’s for these very reasons that brands are moving toward contextual intelligence, a smarter way to place ads without tracking users or risking brand safety.

Let’s take a real-world example of how contextual intelligence helped a brand increase engagement and brand trust.

[Case Study] How Contextual Intelligence Drove 2.5x CTR for Stresstabs

Stresstabs, a wellness brand targeting beauty-conscious Millennials and Gen Z in the Philippines, struggled to grab people’s attention. Traditional YouTube ads weren’t working, as most users hit “skip” within seconds.

How Contextual Intelligence Helps Stresstabs Drive Higher Ad Engagement

Download the Case Study Now!

To change that, Stresstabs partnered with Silverpush and used Mirrors, an AI-powered contextual intelligence solution. Instead of placing ads randomly, the AI pinpointed the perfect moments within beauty and wellness content. The campaign then strategically placed Stresstabs’ ads alongside influencers and beauty creators, ensuring the brand message felt organic and engaging.

The result? 1.3x higher VTR, a 2.5x increase in CTR, and a notable lift in brand awareness and favorability. Stresstabs proved that context matters, and when brands place ads where audiences are already engaged, the impact is real.

Introducing Mirrors Contextual Intelligence Solution for Smarter YouTube Targeting

With over 12 years of experience in contextual advertising and a track record of delivering successful results for 10,000+ campaigns for global brands, Silverpush’s award-winning contextual intelligence AI solution, Mirrors, is designed to help brands and agencies precisely reach the right audience at the right moment.

Built for hyper-precision, Mirrors AI takes YouTube targeting to the next level. It helps brands craft brand-safe, contextually relevant media strategies tailored to their specific campaign needs. Instead of relying on YouTube’s broad, off-the-shelf targeting options, Mirrors enables advertisers to drive higher views, better efficiency, and stronger engagement.

But precision isn’t just about placement; it’s also about real-time intelligence. Mirrors provide deep insights into contextual performance, audience engagement, and brand suitability, allowing brands to fine-tune their strategies with confidence. Powered by advanced AI, it ensures that every ad appears in a highly relevant, brand-safe environment, helping advertisers stay ahead in a rapidly evolving digital landscape.

Key Benefits of Contextual Intelligence for Advertisers

Contextual intelligence offers advertisers several key advantages, including enhanced targeting and engagement capabilities. Below are a few of the primary benefits:

1. Increased Engagement and Conversion Rates

Contextually relevant ads can increase user engagement by up to 4 to 10 times. A study by SearchEngineLand found that these ads stimulate 43% more neural engagement and are 10% more engaging than the content itself. This higher engagement translates into better conversion rates, making contextual targeting a powerful tool for boosting performance.

2. Cost Efficiency

With 41% of ad spend often going to waste, targeting the right audience at the right time is crucial. Contextual intelligence optimizes ad spend by ensuring precise targeting, leading to a better return on investment (ROI).

3. Enhanced Brand Loyalty and Trust

79% of consumers prefer contextual ads over behavioral ads, as they complement the content experience without intruding. This trust, particularly strong among users aged 35 to 44, strengthens brand loyalty and reinforces the connection between the brand and its audience.

Wrapping Up

Contextual intelligence is changing the way digital ads connect with audiences. It helps you reach the right people, at the right moment, in the right environment, without relying on personal data. But as privacy regulations evolve, staying informed and adapting your strategy is key.

To make the most of contextual intelligence, you need real-time adaptability, smarter targeting, and content-aware placements that feel natural, not forced. The future of advertising is all about relevance, trust, and smarter ad experiences.

If you want to stay ahead, embracing contextual intelligence isn’t just an option—it’s a must.

The advertising and tech industries have long been fast-paced, competitive, and constantly evolving, but now they’re also becoming more inclusive than ever. And that’s largely thanks to women who are breaking barriers, challenging norms, and leading innovation in spaces that were once dominated by men.

This International Women’s Day 2025, Silverpush is celebrating the incredible women who are shaping the future of adtech—one idea, one breakthrough, and one bold step at a time.

We sat down with some of our women leaders about their experiences, insights, and advice for the next generation of women in adtech. Here’s what they had to say about it.

Diversity Drives Innovation: How Women Are Changing AdTech

Women are bringing fresh perspectives to the table, and it’s making all the difference.

💡 Sarah Larkin, Senior Director, Branding, shares how having more women in adtech leads to better digital solutions:

“The growing presence of women in adtech continues to drive and foster a profound impact on the development of more inclusive and diverse digital solutions.

Women bring diverse experiences and perspectives that can help create solutions that are more accessible and relevant to a wider audience. This inclusivity ensures that digital solutions meet the needs of a more varied group of people, including underserved or marginalized communities. Women in leadership roles can inspire a culture that ultimately leads to better representation of women and other underrepresented groups across the digital landscape, whether through content, ad creatives, or technological innovation.

Diverse teams are often better equipped to think outside the box by drawing on their individual experiences. Overall, the growing presence of women will help to bring about a more inclusive, fair, and innovative digital world, creating solutions and innovations that will drive a new generation of adtech success.”

From developing AI-powered advertising tools to shaping brand strategies, women are leading the charge in innovation and making sure technology serves everyone—not just the loudest voices in the room.

Empowering Inclusion: The Role of Women Leaders

Great leadership isn’t just about climbing the ladder; it’s about lifting others up along the way.

💡 Wasinee Chongmeesuk, Country Director, Thailand, highlights how women leaders encourage inclusion and empowerment:

“As we celebrate International Women’s Day 2025, it’s clear that female leaders do more than shape the future; they nurture it with empathy, strength, and inclusivity. At Silverpush, I’ve seen how our women leaders lead by example, challenge norms, and create opportunities that drive real change. True empowerment goes beyond individual success; it’s about mentoring, promoting diverse talent, and ensuring AI-driven innovation reflects the world we serve. When we uplift others, we don’t just build careers—we build a more inclusive and forward-thinking industry.”

The Next Generation: Young Women Driving Change in AdTech

Today’s young women are not just participating in the industry but shaping its future.

💡 Jayshree Arora, Sales Director, UK, talks about how brands can tap into this energy:

“To tap into this energy for positive change, brands should focus on being real, sustainable, and inclusive. It’s about promoting products that align with values like social responsibility and eco-consciousness and partnering with influencers and creators who truly live by these ideals. Getting young people involved in the creative process and offering education on sustainability can help build real connections and long-term loyalty. At the end of the day, it’s all about listening to this generation, giving them a seat at the table, and creating campaigns that inspire change while staying true to what matters most to them.”

It’s no longer about just selling a product; it’s about aligning with values that matter. And young women are leading the charge.

What Does Inclusivity Really Mean?

For many women, inclusivity isn’t just a corporate buzzword; it’s a lived experience.

💡 Karishma Gupta, Senior Sales Director, North India, shares her take:

“To me, inclusivity means creating a space where women feel empowered every day. It’s about fostering an environment that offers equal growth opportunities, a voice in decision-making, and supportive policies that prioritize mental well-being while guiding us in maintaining a healthy work-life balance.”

In a world where work-life balance is still a challenge, having women at the forefront of leadership means creating workplaces that work for women, not just expect them to fit into outdated molds.

Final Thoughts

The rise of women in adtech isn’t just a moment—it’s a movement. More than ever, women are:

• Driving innovation in AI, ad targeting, and digital marketing.
• Making workplaces more inclusive with better policies and leadership.
• Creating advertising that reflects real people—not just outdated stereotypes.
• And the best part? This is just the beginning.

So, as we celebrate International Women’s Day 2025, let’s keep the momentum going. Let’s champion diversity, lift each other up, and build an industry where every woman’s voice is heard.

Because when women rise, the whole industry wins.

Are you running ads on YouTube Shorts? If not, you might be missing out.

Right now, 43% of U.S. advertisers are already tapping into this fast-growing platform. In Europe, YouTube Shorts ranks as the #1 short-form platform for discovering new brands and products.

If you’re already advertising on YouTube, it’s time to ask yourself—how do Shorts ads fit into your media plan?

The audience is there. The engagement is high. All you need is a smart strategy.

Here’s why YouTube Shorts is becoming a must-have ad channel in 2025.

The YouTube Shorts Landscape

YouTube Shorts is changing the way people consume content. Short-form videos are fast, immersive, and designed to keep viewers hooked. That means more opportunities for brands to capture attention, but only if they understand how to make the most of this space.

So, what makes YouTube Shorts such a big deal for advertisers?

1. A Massive and Fast-Growing Audience

YouTube Shorts is blowing up. More than 2 billion people watch Shorts every month, racking up a mind-blowing 70 billion views per day. Since launching in 2020, the platform has hit 5 trillion total views—and it’s only getting bigger.

So, why the sudden surge? Simple: people can watch Shorts anywhere on their phones, laptops, and even TVs. On connected TV (CTV) alone, viewership has doubled in the last year. Unlike other short-form platforms that are mobile-first, YT Shorts is omnichannel by default, giving brands a bigger, more flexible way to reach audiences.

That means more eyeballs, more engagement, and more opportunities to connect—all without being stuck on just one screen.

2. Higher Engagement Than TikTok & Instagram Reels

When it comes to engagement, YouTube Shorts is winning. With an average engagement rate of 5.91%, it outperforms TikTok (5.75%) and Instagram Reels (5.53%)—and that’s not by chance.

YouTube’s powerful search and discovery system and multi-device reach keep users watching longer. That means more chances for your brand to connect with the right audience at the right time.

With a smart contextual advertising strategy, you can get your YT short ads in front of highly engaged viewers who are already tuned in and ready to act.

3. YouTube Shorts is Budget-Friendly

Cost per view (CPV) on YouTube Shorts advertising is way cheaper than traditional YouTube ads. That means you can reach more people for less, but only if your ad grabs attention fast.

YouTube Shorts is a swipe-first platform; users are in discovery mode, moving quickly from one video to the next. If your ad is relevant at the moment, you can drive engagement without blowing your budget.

Silverpush data shows that while VTR is often lower for YT Shorts, the reach is nearly 50% higher than standard YouTube videos.

So, the bottom line is context is everything. The right ad, at the right moment, makes all the difference

How Advertising Works on YouTube Shorts

If you’re used to running video ads on YouTube, you’ll notice that Shorts works a little differently—and that comes with its own set of challenges. At Silverpush, we’ve tested and optimized ads for YouTube Shorts, and here’s what we’ve found:

1. There’s no way to target Shorts-exclusive videos

If you’re trying to run ads exclusively on YouTube Shorts, here’s the deal—you can’t. Unlike pre-roll or mid-roll YouTube ads, you can’t directly buy Shorts inventory.

Instead, Shorts ads are bundled into broader campaigns, meaning your budget might end up covering placements across other YouTube surfaces too. So if your goal is to target users actively watching short-form content, you don’t have full control over where your ads appear.

2. Brand Safety in a Scrolling Environment

YouTube Shorts, like all short-form video platforms, is built to keep people scrolling. But that non-stop feed comes with a catch; you don’t control what’s coming next.

One second, your ad is in a great spot. A few swipes later? It could be next to something completely irrelevant or even unsafe. Since videos fly by so fast, there’s no way to predict what’s showing up in the same session. Without the right targeting strategy, your brand’s message could land in the wrong place.

3. Measurement for Multi-Placement Media

Since Shorts ads are bundled into multi-placement campaigns, it’s tough to pinpoint exactly which channel is driving the best results.

And here’s the thing—impressions and engagement work differently in short-form videos. Viewers scroll fast, skip often, and see less, making it harder to gauge real impact. So if Shorts are part of your media mix, you’ll need a better measurement approach to truly understand what’s working.

Why Contextual AI Matters for YouTube Shorts

Short-form content moves fast, and so should your ads. Instead of relying on broad demographics or keywords, what if your ads could appear in the right videos at the right time when viewers are most engaged?

That’s exactly what Silverpush’s Mirrors AI-driven contextual intelligence does. By analyzing YouTube’s content ecosystem in real-time, we help you place ads where they actually make sense. Now, with our award-winning AI engine built for YouTube Shorts, brands and agencies can target based on context, not just interests or search terms.

When Mirrors AI powers your YouTube Shorts advertising strategy, you get more than just better placement; you get better engagement, less wasted spending, and higher ROI.

With contextual AI, you’re in full control of where your ads appear. You can create custom inclusion and exclusion lists to keep your ads aligned with the right content while avoiding anything that doesn’t fit your brand.

Unlike traditional targeting, context-first advertising goes deeper. It analyzes industry trends, seasonal insights, and campaign data in real-time—so your ads don’t just show up; they show up where they matter most.

The Shorts and Short of It

People come to YouTube Shorts to be entertained, learn something new, or explore fresh trends. They’re in the moment—your ad should be too.

That’s where contextual AI changes the game. Instead of interrupting, it helps your YT short ad show up where it makes sense—next to content that matches what your audience is thinking, watching, or searching for.

When your ad feels like part of the experience, it’s not just another skip—it’s a real opportunity to connect.

March Madness is more than a basketball tournament; it’s an obsession. From Cinderella stories to last-second buzzer-beaters, it’s the kind of event that turns casual viewers into die-hard fans overnight. But for brands? It’s a once-a-year golden ticket to connect with an audience that’s locked in and emotionally invested.

With 68 teams competing and millions of fans tuning in, the excitement goes far beyond the court. In fact, last year’s National Championship game peaked at 24 million viewers, a jump of 89% from 2023. And here’s the best: fans aren’t only glued to their TVs-they’re coming to YouTube for instant highlights, expert breakdowns, and non-stop analysis.

For brands looking to get in on the action, YouTube is where the real game is. But with competition fiercer than a Final Four showdown, the question is: How do you stand out and make an impact when everyone’s fighting for attention? Let us break it down for you.

March Madness: By the Numbers

The way people watch and experience sports has changed significantly, with YouTube playing an increasing role. Here are some March Madness stats you need to know:

• 52% of viewers aged 18 to 34 prefer to watch March Madness on a streaming service rather than traditional TV.
• Fans are 16x more likely to watch sports-related videos on YouTube during the tournament.
• More than 3 million hours of March Madness content was consumed on YouTube last year.
• In the six months leading up to March Madness 2024, professional basketball-related videos on YouTube averaged over 150 million views per day.
• Sports fans are 13 times more likely to watch coaching/training videos compared to the average YouTube viewer.

Win the Ad Game This March Madness – Reach Fans Where They Watch!

March to Victory: Download Now

The Challenges of Reaching March Madness Audiences

With so much focus on the tournament and every brand vying for a piece of the action, March Madness advertising can feel like a packed stadium—crowded, noisy, and overwhelming. Here’s what your brand is up against:

1. Everyone’s competing for attention

March Madness is one of the most sought-after advertising windows of the year. NCAA tournament ads raked in over $1 billion in revenue, with spots selling out before tip-off. Brands must fight for visibility in an already crowded space.

2. Fans aren’t just watching full games

Not every fan watches the full game. Many consume bite-sized content, including recaps, interviews, and sports commentary. Traditional broad-stroke advertising often fails to align with these viewing behaviors.

3. Affinity-based targeting often misfires

Affinity-based targeting and traditional interest-based ads often miss the mark, placing ads in irrelevant content. Misalignment leads to wasted ad spend and low engagement rates.

4. Measuring success isn’t always clear-cut

Understanding which ad placements drive real engagement and adjusting campaigns in real-time is crucial, but many brands lack the right tools to do so effectively.

Smart YouTube Strategies to Win Big This March Madness

With everyone buzzing about March Madness, To stand out, brands need a campaign that balances precision with creativity. With a powerful campaign, casual observers can become active buyers, and therefore, having an ad during such a period can become an ideal chance for conversions and visibility.

Here are five strategies for using YouTube effectively during this NCAA tournament:

1. Contextual Targeting: Be There for the Big Moments

To cut through the noise and reach highly engaged fans, brands need a more strategic, data-driven approach. For the greatest impact, contextual AI-powered targeting is ideal, with ads appearing at the most timely times. In place of generalized interest-based targeting, brands can use contextual analysis to serve ads in key content, such as clips of a game, player interviews, prediction polls, and post-game analysis. With such pinpoint accuracy, brands can target enthusiasts at most engrossed, and ads become an organic part of fan consumption.

2. Make Your Content as Addictive as the Game Itself

Beyond targeting, creating high-value, tournament-branded videos is a breakthrough. Fans don’t necessarily crave ads, but meaningful, branded messaging that extends and enriches their experience. Brands can ride the buzz by creating highlight packages of memorable March Madness moments, player and coach off-court, and interactive experiences such as Q&A and real-time fan feedback. By becoming a part of the conversation seamlessly, brands build deeper relationships and drive recall for the brand.

3. Smart YouTube Ad Placements: Timing Is Everything

Advertising during March Madness is a timely move. Smart brands don’t advertise willy-nilly; they strategically place them before, during, and after games. Anticipatory ads build hype, in-game ad placements bank off high-view times, and post-game promos stretch out conversation. Adding QR codes in ads is a strong mechanism for driving activity, with enthusiasts being in a position to scan and gain access to real-time-only deals, sweeps, and one-time offerings.

4. Team Up with the Right Influencers

Influencer collaborations can stretch out messaging for brands during March Madness as well. With 13 times heightened odds of watching sports training and coaching videos partnering with basketball professionals, influencers, and analysts stretches out an added level of legitimacy and trust. Sponsored posts, prediction articles, and expert analysis resonate with followers actively searching for information. Brands that resonate with dependable sources in the community can gain trust and speak with followers in a less forced voice.

5. Own the Second Screen, Because Fans Can’t Look Away

Lastly, brands can make use of second-screen behavior. 49% of followers use smartphones during gaming, and hence, a tremendous opportunity for coordination between YouTube ads and television moments for the greatest impact can arise. Displaying ads during actual real-time commentary, participating in trending Twitter conversations, and geo-targeting ads at events and sports bars can maximize both reach and engagement even more.

How can Silverpush help your brand?

With over 10 years of experience in contextual advertising, Silverpush’s Mirrors AI is transforming March Madness advertising on YouTube. Unlike traditional ad targeting, which often places ads in irrelevant content, Mirrors uses AI to position ads where fans are most engaged—such as in-game highlights and player interviews. This leads to higher engagement, better brand recall, and improved ROI as ads blend seamlessly into content fans love.

March Madness is more than just basketball—it’s a highly interactive cultural phenomenon:-

• 64% of avid fans use YouTube for sports content during the tournament, engaging and making purchases.
• 66% of fans take action after seeing a brand’s sponsorship.
• Forever Fans are 3X more likely to engage with brands aligned with their favorite teams.
• Fans spend an average of $570 on tournament-related purchases, boosting sales for pizza, beer, wings, and desserts. This is an excellent opportunity for FMCG brands to engage with consumers.

By leveraging real-time consumer behavior, Mirrors ensures ads reach the right audience at the right moment. With brand safety, contextual relevance, and intelligent ad placement, it transforms March Madness into a marketing win, maximizing visibility, engagement, and conversions.

Let the Madness Begin! 🚀🏀

Contextual advertising has been existing in the digital advertising industry for the last 20 years. It was only after the development of user-tracking techniques, that advertisers moved away from this method. However, because of the depreciation of third-party cookies and the rising need for user-data privacy, advertisers have been shifting the focus back to first-party data and the contextual targeting approach.

The Contextual Advertising market has experienced significant growth in recent years and continues to expand rapidly. Valued at $211.62 billion in 2024, it is projected to reach $233.89 billion in 2025, reflecting a robust compound annual growth rate (CAGR) of 10.5%.

In this guide, learn how contextual advertising has become the prime focus for advertisers to drive successful campaigns. The insights mentioned here will not only help you identify how to stand out in a cookieless environment but also understand how to leverage contextual targeting to reach your targeted audience.

Table of Contents

What is Contextual Advertising?

Contextual advertising is a type of targeted advertising that is served to viewers based on the content or page they are viewing at that moment. For example, if a user is reading a sports article, they might see ads related to sports equipment, or athletic apparel. This approach uses the context of the content to deliver contextually relevant ads, aiming to capture the user’s attention when they are already engaged with a particular topic. By aligning advertisements with the content’s theme or subject matter, contextual advertising seeks to enhance relevance and increase the likelihood of user engagement and conversions.

Benefits of Contextual Advertising

According to a report by Epilson, 69% of advertisers feel that the deprecation of third-party cookies will have much more impact compared to regulations such as GDPR and CCPA. This positions contextual ads as a highly promising alternative to behavioral advertising. The reasons for this include:

1. Reaching the Right Audience at the Right Time: Contextual ad targeting enables advertisers to engage users based on their real-time browsing content, tapping into their immediate interests and intent. This approach ensures reaching users when they are most receptive.

2. Consumer Privacy: Unlike behavioral advertising, contextual advertising stands out by not relying on third-party cookies. By placing ads within relevant content, it respects consumer privacy ensuring that users do not feel like being tracked online.

3. Targeting Specific Audiences: Utilizing topics and keywords, contextual advertising allows advertisers to target niche audiences precisely, catering to their specific interests and preferences.

4. Accessing Real-Time Metrics: Contextual ads empower advertisers to monitor campaign performance in real-time, facilitating timely optimizations for better outcomes and reduced ad spend wastage.

5. Ensuring Brand Safety: Contextual targeting minimizes the risk of ads appearing in inappropriate contexts, safeguarding brand reputation by aligning ads with relevant content and avoiding non-brand-safe environments.

6. Creating Brand Affinity: By serving ads based on the content users are browsing, contextual advertising not only ensures a brand-safe environment but also builds brand affinity, connecting with consumers who resonate with purpose-driven messaging and shared values.

7. No annoying pop-ups: Unlike intrusive pop-up ads, contextual ads blend seamlessly into the webpage, making them less bothersome for users. Since the ads are relevant to the content they’re viewing, people are more likely to engage with them.

Contextual Advertising vs Behavioral Advertising

The main difference between contextual & behavioral advertising is that while contextual advertising shows ads based on the web page’s content, behavioral advertising serves up ads based on the user’s past online behavior & browsing history. Behavioral advertising uses consumers’ personal data to serve ads to prospective buyers, whereas contextual advertising places ads in environments that align with users’ interests and do not rely on personal data.

Statistics Highlighting the Importance of Advertising Contextually

• The global contextual advertising market is expected to reach $381.82 billion by 2027, growing at a CAGR of 13.3% from 2022 to 2027.
• In 2022, the U.S. was the largest player in the contextual advertising market, with a value of around $65 billion.
• 74% of marketers are using contextual data to improve their advertising post-device ID and post third-party cookies on the web.
• 79% of consumers are more comfortable seeing Contextual than behavioral ads.
• About 80% admitted they were more open to seeing ads that did not require their data.
• 62% of US marketers are using contextual marketing today. (Up from 49% in 2022)
• 42% of brands plan to increase their spending on contextual ads.
• Contextual ads are 50% more likely to be clicked on than non-contextual ads.
• Contextual ads have a 30% higher conversion rate than non-contextual ads.

Examples of Contextual Advertising – Case Study

1. In a recent campaign aimed at building inclusivity and expanding brand reach, Elf Cosmetics incorporated the power of contextual advertising. Traditional targeting methods lead to overgeneralization within ethnic groups. Without proper context and messaging, advertisers may reinforce harmful stereotypes, which can impact brand reputation.

To magnify the impact of the campaign, the company leveraged a hyper-contextual targeting solution – ensuring fair & efficient audience targeting on YouTube, enabling the brand to connect with its most relevant audience in the right context and at the right moment.

The tech identified key moments like competitor/ community-owned brand mentions, influential figures, applying makeup or skincare, and more. The brand also created an inclusion & exclusion board in adherence to GARM guidelines that did not compromise campaign reach.

Elf cosmetics witnessed a significant uplift in consideration, boasting a remarkable 69% video completion rate on YouTube—1.4 times higher than industry standards. Moreover, the brand experienced explosive search growth, with a staggering 150% YoY increase from January to June, further bolstered by a remarkable 176% surge during the campaign period.

2. Similarly, A UK sports footwear giant identified football as a popular sport to reach the target audience and drive awareness for their new product.

Recognizing the limitations of traditional YouTube targeting based on broad categories and potentially irrelevant placements, the brand adopted a more sophisticated approach. They leveraged a proprietary AI solution designed to identify key contexts within YouTube videos.

The technology specifically targeted Premier League video IDs and identified faces of popular renowned footballers, coaches, commentators, English football club logos, relevant publishers, and broadcasters. This granular targeting strategy significantly expanded the campaign’s reach and ensured ad placements within highly relevant football content, effectively aligning with the target audience’s interests.

The campaign achieved 10 Million+ Impressions and an 87% VTR, 1.08 times higher than the benchmark.

Unveiling Contextual Advertising: A Step-by-Step Breakdown

1. Decoding the Content: Powered by AI

Imagine a smart system equipped with artificial intelligence (AI). This system, called contextual intelligence, acts like a super scanner. It utilizes advanced technologies like computer vision and natural language processing to analyze every detail.

For instance, let’s say you’re browsing a post about a delicious recipe. This wouldn’t just read the text, it would also analyze the accompanying photos. It would be able to recognize the food items and the kitchen utensils pictured. By dissecting all this information, it builds a comprehensive understanding of the content’s theme.

2. Transforming Insights into Actionable Targeting

The technology continues beyond simply understanding the content. It takes that knowledge and translates it into practical applications. This is where the magic of AI comes into play. The platform uses its insights to identify the target audience most likely to be interested in the content.

Going back to our recipe example, the technology might recognize that the reader is interested in cooking. So, it would translate this understanding into actionable targeting.

3. Delivering Context Relevant Ads: Matching User Behavior and Content

Now comes the final step: ad placement. With its deep understanding of both the user’s behavior (reading a recipe) and the content itself (cooking-related), the platform can strategically place relevant advertisements on the web page.

These ads wouldn’t be random. They might be for cooking ingredients, kitchen appliances, or even online grocery delivery services – all directly connected to the user’s current interest in the recipe. In essence, the platform uses contextual intelligence to deliver highly relevant ads that seamlessly blend with the content the user is consuming.

How to Choose the Best-tech Partner for Your Next Advertising Campaign?

While selecting the ideal ad tech partner for an upcoming advertising campaign, it’s crucial to consider questions to ensure their capabilities align with the company’s objectives such as:

• What approach does the ad tech solution take towards targeting?
• Do they offer a comprehensive channel lineup or focus primarily on keyword analysis?
• Can the ad tech solution identify hyper-relevant contexts that are aligned with the campaign goals and objectives?
• Do they employ language detection models to understand slang, dialects, and cultural nuances for accurate context analysis?
• How do they ensure brand safety and suitability within your ad placements?

By seeking answers to these questions, you can gather valuable insights into a potential contextual advertising partner’s capabilities, technology ownership, effectiveness, and credibility, allowing you to make an informed decision when selecting the right partner for your advertising needs.

Introducing Mirrors: Your Best-Tech Partner for Contextual Advertising

In an era where personalized and relevant advertising matters more than ever, Mirrors empowers brands to move beyond generic targeting. At its core, it leverages advanced AI to analyze the YouTube content ecosystem, going beyond traditional keyword targeting to identify the most contextually relevant moments for your campaigns. This means your ads seamlessly integrate with the content viewers are already engaged with, creating a more meaningful connection that enhances brand recall and audience engagement.

Unlike conventional methods, Mirrors ensures your brand messaging aligns perfectly with the content’s tone and relevance, delivering ads that feel natural rather than intrusive. The proprietary AI doesn’t just focus on relevance; it also prioritizes safety. By automatically excluding unsafe or unsuitable content, Mirrors protects your brand’s reputation and ensures ads appear only in environments that reflect your values.

With precision, transparency, and control at its core, Mirrors ensures your campaigns are activated exactly where they make sense—eliminating inefficiencies and delivering unparalleled results.

Conclusion

As advertisers, navigate the evolving landscape, understanding the details of contextual advertising while using innovative technologies will be the key to unlocking new opportunities for audience engagement and campaign performance. By prioritizing contextual relevance, brand safety, and consumer privacy, advertisers can build stronger connections with their target audience growth in the cookieless era.

Last week, the SIlverpush team kicked off the New Year at CES 2025 in Las Vegas. More than 140,000 tech professionals from every corner of the industry attended the event. At Silverpush, we hosted our first Context & Conversations series, where we hosted agencies and brands at dinners and learning sessions. We also hosted a sold-out happy hour with Beet.TV, where the conversations were all about the future of advertising and the future of context.

Blaise Lucey, senior director of marketing for North America, took some time to talk about the biggest trends he saw at CES this year and what it means for the rest of 2025.

Q. What were the standout themes at CES 2025 that you believe will have the biggest impact on advertising?

There are three main themes that got the most attention at CES: retail media, CTV, and AI. In the retail media space, there are now 200+ retail media networks today, so a lot of different players in the space were there to showcase different offerings. I actually had my best coffee at the Walmart Connect lounge!

When it comes to CTV, there’s an explosion of innovation and fragmentation in the market. And with AI, AI is truly everywhere. Now, it’s a matter of using it the right way.

Q. How do you see the advertising landscape evolving in response to the trends showcased at CES?

In a way, digital advertising is always evolving around the same thing: the need to reach the customer and figure out what happens next. That’s why things always seem to come back to data. But with so many new layers, the industry has to think about data in new dimensions. From CTV to DSPs and PMPs, agencies and brands and vendors, metrics, attribution, and retailers, the “tech stack” for brands and agencies is now definitely a “data stack.” Or, more accurately, a “partner stack.”

A lack of data is no longer the problem. It’s just finding out what all the data means in the first place. AI is coming at a critical time: to try and cut through the noise and make sense of what insights are the most important. AI-powered data is going to be what helps advertisers understand all that data from a new perspective.

Q. What was your biggest “oh wow” at CES this year?

For some reason, I think it was the giant screen outside the Aria that kept showing an ad for Microsoft Copilot. When I caught up with John Marshall from dentsu, who helped with the activation, we talked about context and he used that specific activation as an example of why context was so important: a digital-out-of-home experience is a context-first advertisement by default. If the placement had gone live during a Raiders game, it would have been out of context and it wouldn’t have been as effective. With more than a hundred thousand people from the tech industry in Vegas, the billboard stood as a two-hundred foot example of contextual advertising in action.

Q. CTV continues to dominate conversations be it in advertising or during these events. What insights did CES 2025 offer about its current trajectory and future potential?

There were a lot of CTV announcements and activations during CES. I even saw a guy with a hat that just said “CTV.” The big priority in the CTV space is all about measurement and transparency. CTV ads are relatively expensive, so advertisers want to know that the ads are worth the cost and the placements are delivered to the inventory that matters most.

During CES, Disney released Disney Compass as a way to give media buyers more direct access to Disney’s data and the data from Disney’s identity and measurement partners. Roku, the streaming OS with 90 million streaming households, launched the Roku Data Cloud to help partners analyze and access Roku’s data.

With so many different hardware and software players in the space, the next step is trying to bring it all together for more transparency. These announcements and others show a lot of progress, but we’re still a long way off from seeing that happen.

Q. How does Silverpush play a role in these new trends?

Great question! Let me break down by the trends that I listed:

1. CTV

Right before CES, Silverpush announced our extended partnership with Iris.TV and Innovid to enable video-level contextual measurement for CTV. This is a big deal: by showing the results of each contextual strategy, Silverpush shows media buyers what tactics drive the best performance across awareness, consideration, and conversion metrics.   

We’ve also seen a lot of demand for contextual CTV segments in general. With video-level contextual targeting, media buyers can exclude episodes, instead of entire series, channels, or apps – and target campaigns at the episode-level, too. Video-level contextual advertising offers a new layer of precision for a complex ecosystem, with none of the red tape that comes with working with data across partners.

2. AI

Everything that Silverpush is building today has a foundation with AI. We’ve got a lot of exciting things to unveil over the coming weeks and we are laser-focused on how AI can create more meaningful – and contextual! – experiences by turning data into insights and insights into action.

Our Mirrors AI is a great example of how this works. By processing millions of videos and billions of impressions across the YouTube ecosystem, the contextual AI model optimizes for the best possible context for each moment of a viewer’s experience. This drives much higher view-through rates, click-through rates, and ad efficiency – and makes viewers less likely to skip the ad.

3. Retail Media

Retail media is one of the fastest-growing spaces in the ad industry today. Advertisers are also starting to think about how to connect all the dots from retail media ads back up to their owned channels, retargeting tactics, and video advertising strategy. There’s a lot of exciting ways that context can drive better retail media experiences and we can’t wait to share more down the line.

Want to know how Silverpush can help you across these trends? Contact us today to know more

As 2025 unfolds, the ad tech ecosystem is buzzing with new opportunities for brands to connect with their audiences in smarter, more effective ways. However, this dynamic landscape also brings challenges, especially as privacy regulations tighten and consumer expectations evolve. Marketers and advertisers now face the critical task of balancing transparency, relevance, and measurable impact. Achieving these goals requires more than innovation—it demands strategic, results-driven solutions that deliver tangible ROI.

Silverpush’s “New Year’s ROIsolution” redefines the rules of advertising in 2025. By leveraging cutting-edge AI, and privacy-first principles, Silverpush empowers brands to navigate this shifting ad tech market while achieving sustainable growth and meaningful engagement.

Lead Contextual Advertising Innovation with Mirrors

In a digital world where consumers expect relevance, traditional targeting methods are struggling to keep up. Generic keyword strategies and broad audience assumptions often fail to deliver the engagement brands need. That’s where Mirrors, Silverpush’s contextual intelligence platform, steps in to transform ad placements into meaningful connections.

Powered by advanced AI, Mirrors deeply analyzes digital environments to align ads with the context that resonates most with consumers. From pairing skincare ads with beauty tutorials to syncing wellness campaigns with fitness content, Mirrors ensures seamless relevance. This contextual precision not only enhances engagement but also elevates the consumer experience.

What sets Mirrors apart is its ability to combine scalability with human oversight, ensuring both accuracy and reliability. It also includes robust brand safety measures, offering customizable filters to keep ads in appropriate environments. By focusing on context instead of cookies, Mirrors is reshaping the ad tech ecosystem, helping brands drive higher ROI while safeguarding their reputation.

Build a Privacy-First Ad Ecosystem

Privacy isn’t just a checkbox; it’s now a foundational element of modern advertising. Consumers demand transparency, and regulations like GDPR and CCPA enforce strict compliance. As consumers become more aware of the privacy regulations and usage of third-party cookies, brands are compelled to rethink their strategies for delivering personalized experiences without compromising trust.

Silverpush’s privacy-first ad tech solutions enable brands to thrive in this cookieless era. By using “contextual” as the go-to method to deliver ads in the right context to the right audience, brands do not need to rely on third-party cookies.

This commitment to privacy strengthens consumer trust and aligns with global regulatory requirements. Brands that embrace these practices not only protect user data but also position themselves as ethical leaders in the ad tech industry—building long-term loyalty and driving impactful results.

Drive Smarter Connections Between Consumers and Commerce

Real-time moments like a thrilling sports victory, an unexpected weather shift, or a viral cultural trend hold immense potential for engaging audiences. These fleeting opportunities demand agility and precision to capture consumer attention. However, traditional ad strategies often fail to harness the immediacy of these moments.

Parallels by Silverpush bridges this gap by syncing ads with real-world events. For instance, a beverage brand can trigger ads during a sports game’s pivotal moment, or a fashion retailer can align campaigns with trending cultural milestones. This approach ensures that ads feel natural and timely, turning spontaneous moments into impactful brand connections.

By leveraging real-time data, Parallels empowers brands to deliver hyper-relevant messaging that resonates with consumers. The result? Higher engagement, stronger loyalty, and a significant edge in today’s competitive ad tech landscape.

Deliver Sustainable and Efficient Advertising

Sustainability has evolved from being just a buzzword to becoming a crucial demand from consumers that the advertising technology industry must address. Legacy methods in advertising struggle to minimize impression waste. Silverpush tackles this issue by prioritizing efficiency through precise targeting.

At Silverpush, AI-driven contextual targeting ensures that ads reach the right audience with precision, reducing wasted impressions and increasing ROI. By cutting down irrelevant ad placements, we save resources not only for brands but also champion a greener approach toward advertising in order to contribute to reducing digital carbon footprints. With each campaign, we are helping brands align their goals with sustainability and efficiency.

Smarter placements with Silverpush mean:

• Improved impact due to optimized campaigns
• Enhanced cost efficiency with fewer wasted impressions
• Alignment with consumer values on sustainability

By prioritizing sustainable practices, Silverpush helps brands achieve their goals while contributing to a healthier planet.

Advance Brand Safety and Suitability

In today’s fast-paced digital world, where a single misstep can significantly harm a brand’s reputation, ensuring that ads appear in safe and relevant environments is more important than ever. The complexity of the digital landscape poses unique challenges, as unsuitable or controversial content can inadvertently impact a brand’s image.

To navigate these challenges, Silverpush’s advanced contextual analysis solutions play a vital role in safeguarding brand values. By thoroughly understanding the digital environment, ads can be placed in culturally appropriate and risk-free contexts, protecting brands from negative associations and aligning placements with their core principles.

This approach helps brands:

1. Build trust with consumers through strategic and secure placements.
2. Preserve their reputation by avoiding harmful or irrelevant content.
3. Foster consumer confidence with contextually relevant and impactful ads.

By prioritizing brand safety, businesses can maintain credibility and continue thriving in an ever-evolving ad tech ecosystem.

Multicultural and Audience-Centric Solutions

Diverse audiences demand authentic representation, and brands that embrace multicultural marketing set themselves apart. Consumers want campaigns that reflect their identities and values, making inclusivity a non-negotiable aspect of modern advertising.

Silverpush goes beyond surface-level representation by leveraging culturally relevant contextual targeting. Its ad tech solutions pair campaigns with content that aligns with the values and behaviors of diverse audiences. From celebrating Ramadan to recognizing Pride Month, these strategies help brands foster genuine connections and build emotional resonance.

By embracing multicultural marketing, brands can:

• Enhance engagement through culturally tailored messaging.
• Build loyalty by authentically connecting with diverse communities.
• Establish leadership in the inclusive ad tech ecosystem.

Deepening Content Understanding

Advancements in AI and machine learning have revolutionized content analysis, offering brands unmatched precision in targeting. Silverpush’s technology solutions delve deep into context, identifying nuanced consumer interests to ensure ads align seamlessly with content and audience intent.

This deeper understanding enables brands to:

1. Create campaigns that feel organic and meaningful.
2. Improve performance through sharper audience targeting.
3. Deliver ads that integrate naturally within the digital environment.

In 2025, deep content understanding isn’t just an advantage—it’s a necessity for staying ahead in the ad tech ecosystem.

To Conclude

As the ad tech industry continues to evolve, success in 2025 hinges on leveraging tools that align with consumer expectations and values. Silverpush’s innovative platforms, like Mirrors and Parallels, redefine advertising by emphasizing privacy, contextual relevance, and sustainability. By deepening content understanding, driving real-time connections, and fostering inclusivity, Silverpush empowers brands to thrive in a competitive landscape.

Let’s make 2025 the year of smarter, more impactful advertising together.

Have you ever watched a heartfelt movie moment only to be jolted by an overly peppy commercial? Yeah, we’ve all been there. This mismatch is why getting your ad’s emotional timing right has never been more crucial, especially as CTV viewership soars to record highs with 67.5 million U.S. households using smart TVs.

Connected TV blends the emotional storytelling power of traditional TV with the sharp precision of digital targeting. But its true potential lies in connecting with audiences at the perfect emotional moment. In this blog, we’ll explore how emotional targeting and advanced technology can transform your advertising strategy.

The Emotional Power of CTV Advertising

At its core, advertising is about storytelling, and no platform does this better than CTV. The big screen, so often the centerpiece of modern homes, offers advertisers a canvas onto which to paint stories that strike an emotional chord. But why does emotion matter so?

Back in 1980, psychologist Robert Plutchik identified eight key emotions that drive human behavior: joy, anticipation, anger, disgust, sadness, surprise, fear, and trust. For advertisers, this emotional palette offers a lot of opportunities. Of course, the element of ‘joy’ is most used, as overall-end happiness is generally what clients want. But the real magic mixes the above many emotions based on your industry:

1. Trust is one of the most important feelings or emotions that industries based on finance or insurance build upon, where reliability and credibility head the list.
2. Anticipation works magic on food and beverage brands, provoking and evoking the need to indulge.
3. Surprise and amazement are the go-to emotions of travel brands, which inspire consumers to dream bigger and explore the extraordinary.

Timing Is Everything in CTV

The formula for effective CTV advertising is relatively simple: right audience + right message + right time = maximum impact. But hitting that sweet spot often comes down to one thing: timing.

The connected TV platform holds an edge over other platforms and grabs attention much more than mobile and desktop combined. Plus, it is non-skippable, unlike ads on mobile or desktop, which can often be skipped, thus securing much better engagement. But couple it with the range of the biggest screen in the house, and you’ve got a recipe for capturing and holding attention.

Real results back this up. Take the Monks agency case study; they saw a 33% boost in brand awareness and 28% better brand favorability just by aligning the emotions of the creative to the content on the screen directly before the ad break. Pretty impressive, right?

Practical Strategies for Emotional Targeting in CTV Advertising

So, how do you tap into emotional targeting in your CTV campaigns?

1. Align Ads with Context

What it means: Match your ad’s emotional tone with what’s on-screen. For example, a nice, peaceful ad about some retreat placed just right after an on-screen dramatic moment helps the audience ease into receiving mode.

How to do it: Adtech solutions like Mirrors AI by Silverpush go beyond genre-based targeting to understand the true meaning of on-screen content. By analyzing contextual and emotional cues, these solutions help place ads at the right moment, ensuring they remain both contextually and emotionally relevant

2. Avoid Emotional Dissonance

Ads that disrupt the moment of the viewer, such as a loud, energetic ad after a somber scene, can result in negative brand perception.

Pro Tip: A/B test your ad placements to make sure they complement rather than clash with content.

3. Harness Advanced Technology for Smarter Advertising

Mirrors AI takes the guesswork out with its cutting-edge AI technology. Unlike traditional metadata-based targeting, Mirrors uses enriched IAB-aligned and custom contextual segments for accuracy. This results in ads that feel timely, relevant, and safe for brands.

4. Refine and Optimize Continuously

Measure this all with CTV analytics to track key metrics such as engagement and view-through rates; if an ad isn’t resonating, tweak tone, timing, or place.

Final Thoughts

Connected TV advertising isn’t just about showing ads; it’s about creating meaningful experiences for your audience. By understanding viewer emotions, marketers can craft campaigns that truly resonate, engage, and convert.

With solutions like Mirrors AI, you gain access to cutting-edge tools for brand safety and contextual insights. Whether you’re a digital marketer, a privacy-conscious brand, or an agency ready to elevate your campaigns, now is the time to embrace this approach.

The future belongs to those who connect with audiences not just where they are but how they feel. So, take the leap-start crafting ads that really connect with your CTV audience at the right time, every time.

In a world where trends change in the blink of an eye, relevance often feels like some sort of rat race. That is where tentpole events come in: these are key dates and milestones with cultural or industry importance that manage to grab people’s attention, be it the Super Bowl, Valentine’s Day, or even niche happenings like Paris Fashion Week. By anchoring your campaigns around these tentpole moments, you can leverage the momentum of public interest to amplify your visibility and connect with people in ways that feel both organic and timely.

At Silverpush, we know the value of being in the right context at the right time. With our cutting-edge contextual intelligence solutions, we help you harness the power of these events to make sure your ads don’t just show up they stand out. As you plan your advertising calendar for 2025, keep these events in mind. They’re not just dates-they’re opportunities to connect, engage, and grow your brand.

Calendar of Pivotal Tentpole Events for Advertisers in 2025

Here’s a comprehensive tentpole calendar for 2025 to plan campaigns that align with moments people are already excited about.

Holidays & Events in Q1 2025 (January, February, March)

The beginning of the year is a great moment to connect with your audience through tentpole moments that spark excitement and engagement. From New Year’s Day resolutions to the cultural energy of Black History Month to the Super Bowl’s global buzz, Q1 is packed. Be it sports, culture, and seasonal events, this quarter really sets the tone for your year-long marketing strategy as you plan that tentpole campaign.

Holidays & Events in Q2 2025 (April, May, June)

Spring brings new energy, and it’s a prime time to align your 2025 advertising calendar with cultural and seasonal highlights. Events like Coachella, Pride Month, and family favorites such as Mother’s and Father’s Day make the quarter ideal for tentpole marketing. Sports fans also tune in for events such as the NBA Finals and UEFA Euro (Men’s), which have campaigns that resonate globally. If you have a solid tentpole strategy, it will help you maximize reach and impact in Q2.

Holidays & Events in Q3 2025 (July, August, September)

Summer gives ample leeway to connect with your audience, even in those moments when the season is seemingly slow. From Prime Day deal sprees, the excitement of Independence Day, down to back-to-school shopping, Q3 is rich in tentpole events that drive engagement. Q3 is also a key period for meaningful tentpole campaigns because it hosts cultural milestones like Hispanic Heritage Month and the worldwide popularity of the English Premier League.

Holidays & Events in Q4 2025 (October, November, December)

Q4 is the crown jewel for your tentpole marketing effort. It is a time when the events around Halloween, Black Friday, and Cyber Monday light it all up for shoppers: anything from holiday shopping, including Diwali across various cultures, to New Year’s Eve. Your advertising calendar will be filled in fully, so make all these moments an opportunity to round up your year with flying colors in the last quarter of the year 2025.

Wrapping Up

Of the moving sands of tentpole marketing, flexibility, authenticity, and audience-focused approaches probably hold the largest potential for success. Monitor the real-time feedback of your audience’s participation and metrics to keep your campaigns relevant and impactful. By pointing your efforts toward 2025 tentpole events that echo values of greatest importance to them, trust is nurtured, and real connections are made.

And don’t forget to give equal time to analyzing and optimizing your campaigns by tracking those performance metrics, such as engagement rates and ROI. That way, you’ll be sure you’re not just part of the conversation but leading it. With a well-thought-out tentpole strategy, you’ll be able to make any event an opportunity to grow, connect, and inspire.

Let 2025 be the year your brand shines at moments that matter!