67% of users prefer relevant CTV ads, making it essential for impactful video advertising.

It’s no surprise that consumers worldwide are cutting the cord owing to the increased popularity of streaming services, OTT (Over the Top ), and Connected TV (CTV).

According to predictions, the US CTV ad market is set to more than double between 2021 and 2026.

As many throw around the word “recession,” CTV is primed for continued double-digit growth.

Given the growing importance of CTV, brands are recognizing the significance of advertising on these platforms.

Read the blog to explore the top five compelling reasons that will establish CTV advertising as the dominant force in 2023.

5 Reasons Why CTV Advertising Will Revolutionize the Industry in 2023

CTV ad breaks are shorter, more relevant, and of higher quality compared to linear TV ads. This leads to increased receptiveness among users, prompting 43% to search for products and 1 in 5 to make purchases.

Here are the 5 factors why CTV will dominate the digital advertising space this year.

1. High Engagement and Attention

CTV advertising is gaining popularity because it provides a highly engaged audience that is entirely focused on the content they are consuming. Unlike traditional TV advertising, where viewers can easily switch channels or fast-forward through commercials, CTV ads cannot be skipped or ignored. As a result, viewers are more likely to pay attention to CTV ads, leading to higher engagement and brand recall.

2. Targeted Advertising

One of the biggest advantages of CTV advertising is the ability to target specific audiences based on demographics, interests, and behavior. With CTV, advertisers can serve ads to specific households or individuals, making it easier to reach the right audience with the right message. This level of targeting is not possible with traditional TV advertising, which relies on broad demographic data.

3. Cost-Effective

CTV advertising is often more cost-effective than traditional TV advertising. With CTV, advertisers can target specific audiences and pay only for the impressions served, which can help reduce wasted ad spend. In addition, CTV ads can be created quickly and easily, making it a more agile and efficient way to advertise.

4. Growing Audience

The CTV audience is growing rapidly. According to eMarketer, the number of CTV users in the US is expected to reach 213.7 million in 2023, up from 182.6 million in 2021. With more people cutting the cord and switching to streaming services, advertisers have an opportunity to reach a wider audience through CTV.

5. Better Measurement and Attribution

With CTV advertising, advertisers can track ad views and measure the effectiveness of their campaigns in real-time. This provides a level of transparency and accountability that is not possible with traditional TV advertising. In addition, CTV advertising allows for better attribution modeling, enabling advertisers to better understand the impact of their campaigns on consumer behavior.

Go Beyond Genres with Mirrors TV

With brands planning significant increases in their CTV ad budget in 2023, it is essential to transition to a contextual solution that extends your reach beyond linear TV.

Mirrors, an AI-Powered key contexts identification  platform, is the only visual AI  technology that creates analysis for CTV.

It has recently integrated with IRIS TV to leverage its rich video inventory and enhance the effectiveness of CTV ad campaigns and contextually relevant ads.

How can Brands Win Big with Mirrors for CTV?

1. Privacy-first and Cookie-less Solutions using AI and Machine Learning for more relevant targeting across CTV platforms.

2. Know what you’re buying at the Video level with contextual transparency that goes behind metadata in the bid stream, genre, and titles.

3. More confidence in your programmatic CTV investment as every Mirrors-enriched video is verified for context while brand safety and suitability are paramount.

4. Activate with ease through your DSP of choice with Mirrors for Programmatic CTV.

5. 300+ IAB aligned and custom segments.

Final Words

CTV contextual advertising is quickly becoming the next big thing in advertising and for good reason, of course! As its popularity grows it’s important for advertisers to start incorporating contextual CTV ads into their marketing strategies to stay ahead of the curve. To get started with Mirrors enriched CTV and leverage all the premium content at scale, kindly fill out the form on your right. Our team of experts will promptly get in touch with you.

With around 4.9 billion internet users worldwide, representing 62% of the global population, people are exposed to 6,000 to 10,000 advertisements daily.

A staggering amount, isn’t it?

However, the human brain struggles to process such an overwhelming amount of content, leading to ads being ignored or forgotten. To improve consumer attention, brands must adopt effective practices.
Audience engagement has been declining on the standard video ad formats. Today’s audience demands more than just passive viewing experiences.

Let’s delve into this in our article and understand the advanced stage of video advertising – Dynamic Interactive Ads.

What are Interactive Video Ads?

Dynamic interactive video ads are a type of video ad that allows viewers to interact with the ad in a more meaningful way. This can be done through a variety of means, such as clicking on different parts of the ad, dragging and dropping elements, or answering questions.

These types of advertisements provide numerous benefits compared to traditional static video ads. They possess a higher potential for engagement, resulting in increased click-through rates (CTRs) and conversions. Moreover, they offer greater personalization options, enhancing the ad’s relevance to the viewer.

It’s Time Make the Switch to Interactive Video Ads

“According to studies, brands can increase their consumer engagement up to 3X with just 15-second interactive ads.”

Interactive dynamic video advertising is a powerful tool that can help advertisers create stronger ad recall. Still not convinced, here are a few pointers highlighting the advantages of interactive video ads.

1.Increased Engagement: This form of video ads can help to increase engagement by making the ad more interactive and engaging. This can lead to higher click-through rates (CTRs) and conversions.

2. Better Targeting: These video ads can be targeted to specific audiences based on their interests, demographics, and purchase history. This can help to ensure that the ad is seen by people who are most likely to be interested in it.

3. Improved Brand Awareness: They can help to improve brand awareness by making the ad more memorable and engaging. This can lead to increased brand recall and consideration.

5. More Personalized Experiences: Interactive dynamic video ads can be personalized to each viewer, which can help to create a more relevant and engaging experience. This can lead to higher CTRs and conversions.

6. Scalability: This form of video advertising can be easily scaled up to reach a large audience. This is because they can be created and delivered in a programmatic fashion, which means that they can be automatically served to relevant viewers based on real-time data.

5. Cost-effectiveness: It can be more cost-effective than traditional video ads. This is because they can be targeted to specific audiences, which means that they are less likely to be wasted on people who are not interested in them.

Having grasped the compelling advantages of using interactive video ads for their next campaign, let’s explore the essential steps to get started:

Steps to Get Started with Interactive Video Advertising

1. To embark on a successful interactive video ad campaign, advertisers should follow a well-structured approach.
2. Begin by selecting a suitable platform and tools that support interactive video ads.
3. Clearly define campaign objectives, outlining whether the focus is on brand awareness, lead generation, or conversions.
4. Understanding the target audience is paramount; this knowledge will shape the design of interactive elements that resonate with viewers.
5. Craft compelling and visually appealing content to maintain audience interest.
6. Design user-friendly interactions to ensure seamless engagement.
7. Thoroughly test the ad’s compatibility across various devices and browsers before launch.
8. Once the campaign is live, monitor performance metrics and user interactions to make data-driven optimizations.

Leverage Crafters to Boost Your VTR and CTRs

Dynamic video optimization is of utmost importance as it revolutionizes the effectiveness of video advertising campaigns.

By leveraging real-time data and user insights, it allows advertisers to tailor their video content to each viewer, delivering a highly personalized and relevant experience.
This level of customization not only captures the audience’s attention but also fosters a deeper emotional connection with the brand or product.

As a result, viewers are more likely to engage with the ad, leading to increased click-through rates, conversions, and overall campaign success. Lose the green screens, manual video post-production, and patched overlay text.

Crafters, a dynamic video optimization solution by Silverpush, allows you to control every component of the ad and strategy, with endless customization options for superior video personalization and seamless re-editing.

Not Just your Regular Creative Optimization!
Crafters suggest & curate custom dynamic elements as per the brand’s specific needs.

Engage Consumers ‘In the Moment’ with Crafters

Crafters enable the creation and delivery of personalized video ads to users by leveraging various sources of data.

It tailors ads based on location, language, contextual triggers, and content segment which results in giving users a much more personalized and relevant ad experience.
For example, a paint brand can give users an authentic experience of how a particular color would appear.

Conclusion

The advertising landscape is rapidly evolving keeping advertisers on their toes. In these evolving times, they need a solution that delivers better results and boosts their brand awareness. Dynamic Interactive Video Ads are one way to attract users effortlessly and achieve significantly higher CTR and VCR. It’s time to evolve your advertising strategy and stay ahead.

Thrive during the business’s busiest season and succeed with advanced contextual advertising solutions. 

Why is this Holiday Season a “Prime” Opportunity for Advertisers?

As we approach the halfway mark of the year, it presents a prime opportunity to proactively plan for your upcoming 2023 holiday campaigns.

In 2022, holiday spending reached approximately $936.3 billion. Looking ahead to 2023, the trend continues; with retail spending expected to increase by 4.5% to $1.328 trillion during this time.

Research shows that by advertising during this holiday season, ad impressions rise by 50%, click-through rates surge 100%, direct traffic increases by 150%, average order value jumps 30%, and conversation rates soar by 60%.

Now you won’t underestimate the power of holiday season advertising!

Moreover, in the U.S., sales increase dramatically as early as October. As per data, almost 40% of consumers check off items from their holiday shopping lists by the end of October.

If you have not started your holiday advertising yet, the time is now! Leverage this opportunity and position your brand as the top choice in your target audience’s mind. Here are the must-know holiday advertising ideas to kickstart your holiday advertising.

Read More: Ace Back to School Advertising with the Power of Context

Success in Every Season: 4 Simple Holiday Advertising Ideas to Get Started

1. Discover Relevant Audiences in the Cookieless World

Reaching target audiences with ethical personalization and relevant ads has become increasingly difficult due to the demise of third-party cookies and limited first-party data.

Additionally, stereotypical assumptions made by advertisers during the holiday season have led to a decline in click-through rates and overall return on investment (ROI).

A clothing store ad shows women shopping for holiday outfits, reinforcing the stereotype that all women enjoy dressing up. It overlooks the fact that women have diverse interests like outdoor activities, reading, and hiking, beyond just shopping.

To overcome stereotypes, advertisers should create inclusive and personalized messages that respect individual preferences.

By understanding their customers’ unique characteristics, they can deliver engaging ads that appeal to a diverse audience.

Advanced contextual targeting solutions like Mirrors Generative AI have proved to be a co-pilot to human intelligence by eliminating traditional audience-based stereotypes and tapping into unexplored audiences with multiple alternative interests.

This has empowered advertisers to expand their reach without sacrificing engagement, while also enabling them to tap into previously untapped or overlooked audiences.

2. Invest in Omnichannel Advertising

A multi-channel strategy enables you to reach users across different platforms and channels. This is an essential strategy in today’s digital landscape because it can enable you to achieve greater reach by capturing users wherever they are online.

Silverpush’s omnichannel advertising capabilities help advertisers reach their targeted audiences on multiple platforms including YouTube, CTV, Meta, and OpenWeb.

To let advertisers take full control of their advertising campaigns, Silverpush has recently launched Mirrors Self-Serve Chrome Extension to auto-optimize their campaigns with privacy-friendly tags and gain access to real-time data sets.

3. High-Impact CTV ads

The dramatic rise in CTV advertising has brought a major change in advertising budgets and strategies. As audiences flock to streaming platforms, advertisers are following suit, viewing CTV as an ideal space to reach an engaged, targetable audience. Recognizing the potential of CTV as an ideal space for advertisers, Silverpush has integrated with IRIS TV to leverage its rich video inventory and enhance the effectiveness of CTV ad campaigns.

4. Engage Audiences With Interactive Video Advertising

It’s time for advertisers to display ads that allow users to interact with them rather than simply watch them. This can play a very important role in increasing ad engagement and people are more likely to remember your ad. This can lead to better brand awareness and recall, as well as increased click-through rates (CTRs). For this reason, Silverpush has launched cutting-edge dynamic video optimization technology to transform traditional ads into highly advanced interactive ads.

From Festivities to Profitability: Achieve Holiday Marketing Success with Mirrors

This holiday season presents a prime opportunity for advertisers to iron out a powerful advertising strategy. Don’t miss out on this chance to elevate your holiday campaigns with Mirrors. Contact us now to learn more about how Silverpush can transform your holiday advertising strategy and drive success during this festive season.​

The Cannes Lions Festival this year encompassed a wide range of experiences, including parties, informal gatherings, and thought-provoking panel discussions. Generative AI continues to dominate discussions, accompanied by other significant topics. Silverpush, the AI advertising pioneer, made its debut at Cannes and launched the world’s first contextual planning tool – Mirrors Generative AI.

This groundbreaking tool represents a significant advancement in the advertising industry, addressing human bias and automating context discovery. By leveraging machine learning, it creates a customized model based on the advertiser’s brief, enabling analysis of videos and key contexts various web content, including webpages and surveys.

Mirrors Generative AI defines the audience’s characteristics and interests, generates relevant content themes, and facilitates the mapping of these themes with contextual signals. This comprehensive approach allows clients to execute highly tailored contextual advertising campaigns that align precisely with their objectives, eliminating the loss of accuracy caused by standardization processes. Silverpush’s Mirrors Generative AI marks a significant advancement in contextual advertising, offering enhanced precision and efficiency in campaign planning and execution.

Silverpush Key Takeaways in Cannes Lions Festival 2023

Here are some key takeaways from the Cannes Lions Festival:

Generative AI: Frenemy or Partner?

The Cannes Lions Festival witnessed extensive discussions on the subject of generative AI. While the advancements in AI and generative technologies have sparked creativity, marketers redirected their attention to exploring how these innovations can drive commercial growth for their brands. Although the utilization of generative AI in advertising is still in its nascent stages, noteworthy examples like Cadbury’s Shah Rukh Khan-My-Ad campaign demonstrated the potential of leveraging AI to create highly targeted and influential content.

Multicultural Advertising

Brands are no longer simply acknowledging inclusivity; they are actively integrating it into their operations and initiatives. This shift was evident at the Cannes Lions Festival, where award-winning campaigns showcased the transformative power of creativity in promoting diversity and inclusivity. These campaigns served as inspiring examples, demonstrating how brands are challenging stereotypes and authentically representing diverse communities. The current focus is on implementing concrete measures to foster inclusivity and authenticity throughout all brand interactions.

Silverpush’s cutting-edge technology uses video analysis to identify key contexts like relevant celebrities of minority community influencers, brands of minority-owned brands, actions, and objects related to multicultural audiences. Additionally, our advanced AI system identifies key contexts in the web  various languages that are relevant to the multicultural audience.

The Sustainability Conundrum

At the Cannes Lions Festival, brands presented innovative strategies to minimize their environmental footprint and encourage sustainable practices. It was recognized that additional efforts are necessary to effectively tackle the sustainability crisis and drive substantial progress. While the showcased initiatives were commendable, there was a collective understanding that further action is required to propel sustainability forward and create a more sustainable future.

Silverpush’s advanced AI technology has been able to deliver over 4 billion relevant impressions for over 4000 campaigns for Fortune 500 brands in the past two years. The use of contextual targeting in these campaigns has resulted in a reduction of 1000 tons of CO2eq emissions.

Creative Automation

With media moving in real-time, brands need to keep up by pushing out more content to match consumer expectations. It can be challenging. Content scaling can be expensive with slow and cumbersome creative processes, generic ad experiences, and inconsistent designs. Brands just can’t turn to old-fashioned creative production anymore. The answer is Creative Automation.

Crafters, a one-of-a-kind creative solution by Silverpush streamline your design process and get more done in less time. It creates and delivers personalized video ads to users based on a variety of data sources. Crafters will help you improve the performance of video advertising campaigns by adding a layer of contextual creativity that will drive better business outcomes.

Silverpush Driving Advancements in Advertising

Overall, Silverpush’s debut at the Cannes Lions Festival 2023 marked a significant milestone in the advertising industry with the launch of its groundbreaking tool, Mirrors Generative AI. It showcased Silverpush’s commitment to driving advancements in advertising, enhancing precision and efficiency, and delivering better business outcomes for its clients.

Connected TV (CTV) is an exceptionally fast-growing advertising channel that continues to gain momentum with no signs of slowing down. 

According to data, 87% of US TV households have at least one Internet-connected TV device.

As the number of CTV households continues to rise, advertisers are swarming toward this dynamic advertising platform to maximize the impact of their ad campaigns.

However, it is essential for advertisers to maintain brand safety in CTV advertising by ensuring their ads are not placed alongside inappropriate or offensive content. Failing to do so could severely damage the advertiser’s reputation and alienate its customer base.

Brand Safety Issues on Connected TV Advertising 

In 2022, the global brand safety loss was around $3.1 billion and is projected to reach $3.4 billion in 2023. 

An eye-opening study conducted by the IAB revealed that a significant 72% of advertisers express concerns about brand safety specifically in the context of CTV advertising.

Adding weight to these concerns, the same study found that 58% of advertisers have encountered instances where their ads were displayed alongside non-brand-safe content on CTV platforms.

These alarming statistics are further supported by real-life examples that highlight the pressing need for brand safety measures in CTV advertising. These instances serve as concrete evidence, illustrating the potential risks and consequences of ads being associated with objectionable or offensive content.

What is the Example of Brand Safety in CTV Advertising?

In 2021, the luxury goods brand faced a brand safety issue when its ads were shown alongside violent content on a CTV platform. The ads were placed next to a platform known for its violent content. 

This led to complaints from the product’s customers, who were concerned about their brand being associated with violence.

The brand quickly apologized for the incident and took steps to prevent it from happening again. 

The company worked with the CTV platform to ensure that its ads were placed alongside brand-safe content in the future. It also updated its brand safety policies to include CTV advertising.

This incident shows that even the most experienced brands can face brand safety issues on CTV. It is important for brands to be aware of the risks and take steps to mitigate them.

Mirrors TV: Placing Ads in Safe and Suitable Environments for Effective Engagement

Silverpush Mirrors TV is an advanced contextual solution for CTV advertising; leading the way in offering the world’s first in-video visual and audio recognition technology, enabling in-video analysis for CTV.

With its state-of-the-art technology, Mirrors TV empowers advertisers to seamlessly align their ads with the relevant content viewers are engaged with, ensuring a harmonious and immersive viewing experience. 

Its cutting-edge AI-powered technology revolutionizes targeting and enables personalized, contextually relevant ads in a secure and suitable environment. Also, the platform leverages enriched 300+ verified IAB category segments, without relying on metadata.

To ensure brand safety in CTV, the platform adheres to privacy regulations such as HIPAA, GDPR, and CCPA. Thus, ensuring refined and accurate targeting to meet suitability needs, allowing brands to easily avoid unsafe, unknown, or unverified channels through custom exclusion features.

How Does Mirrors TV Works? 

We utilize cutting-edge AI models to process CTV content, extracting relevant context from the video feed with our advanced key context identification algorithms. Our technology enables us to accurately analyze and categorize video content, providing valuable insights for targeted advertising and content recommendations.

Last Words

Mirrors TV recognizes the significant concern of advertisers regarding brand safety in CTV advertising, and therefore, it plays a crucial role in ensuring the placement of ads in both relevant and secure content. By forging partnerships with trusted and reliable associates, Mirrors TV effectively avoids unsafe, unknown, or unverified channels. Furthermore, Mirrors TV offers customizable exclusion features, enabling advertisers to maintain greater control and ensure their ads appear only in safe and verified environments. With these measures in place, Mirrors TV provides advertisers with the peace of mind they seek, while delivering impactful advertising campaigns.

Crafters is here to transform traditional ads into highly advanced interactive ads with its cutting-edge dynamic video optimization. 

With global ad spending expected to exceed $295 billion by 2026, video advertising has become an immensely popular method to connect with audiences online.

With over 2 billion active users worldwide, YouTube stands as the leading video advertising platform, hands down.

Unfortunately, engaging with users through video advertising on the open web is not as straightforward and convenient as it is with YouTube videos.

Read on to discover why video advertising on the open web is lagging behind and explore various methods that can help users unlock the full potential of video advertising across the web.

Factors Hindering Video Ad Promotion on the Open Web

Below are the reasons for hesitation in promoting video ads on the open web versus YouTube and other social media platforms:

1. Low Viewability

Video ads on the open web are often skipped or muted, resulting in low viewability rates. According to a study by IAB, the average viewability rate for video ads on the open web is only 58%. In contrast, the average viewability rate for video ads on YouTube is 95%.

2. Poor Targeting

Video ads on the open web lack precise targeting options because they rely on programmatic advertising based on website content and user browsing history which reduces advertiser control.

3. Lack of Engagement

Video ads on social media platforms are more engaging than those on the open web because they play uninterrupted.

Here are the top three reasons that have kept video advertising on the open web in the backseat. However, by modifying our advertising methods and incorporating advanced techniques such as dynamic video optimization, advertisers can witness significant improvements in their campaigns.

But, first, let’s understand DVO.

What is Dynamic Video Optimization?

Dynamic Video Optimization (DVO) is an innovative programmatic advertising approach that uses data-driven insights to create personalized video ads.

By analyzing user data, including interests, demographics, and browsing history, DVO enables advertisers to customize video content for each viewer.

Real-time analytics and contextual information are leveraged to tailor the ads based on the current context.

This personalized approach enhances the ad experience, increasing the likelihood of capturing viewers’ attention and driving conversions.

Consequently, DVO delivers relevant and engaging video content that resonates with individual viewers, maximizing the effectiveness of video advertising campaigns.

Why Should Advertisers Use Dynamic Video Optimization?

1. Advanced Targeting Capabilities

DVO offers advanced targeting capabilities, allowing advertisers to reach their desired audience with precision. Delivering video ads to the most relevant viewers increases the chances of engagement and conversions.

2. Enhanced User Experience

DVO enables advertisers to create immersive and interactive video ad experiences. By incorporating features such as shoppable touchpoints, users can seamlessly explore and purchase products or services directly from the video. This improves the user experience by eliminating the need for multiple clicks and streamlining the path to purchase.

3. Data-Driven Insights

DVO provides valuable data and insights that can inform advertisers’ future strategies. By tracking user interactions, engagement metrics, and conversion data, advertisers can gain a deeper understanding of their audience’s preferences and behaviors. These insights can then be used to optimize future video ad campaigns for better results.

4. Measurable Results

With DVO, advertisers have access to detailed analytics and performance metrics. This allows them to track the effectiveness of their video ads in real time, measure key performance indicators (KPIs), and make data-driven decisions to improve campaign performance. Advertisers can easily monitor CTRs, view rates, conversions, and other relevant metrics to evaluate the success of their advertising efforts.

5. Dynamic Storytelling

DVO enables advertisers to tell compelling stories through video ads. By leveraging dynamic content insertion and personalization techniques, advertisers can tailor their messages based on individual viewer characteristics, interests, or behaviors. This approach creates a more engaging and memorable experience for viewers, leading to higher brand recall and affinity.

6. Omnichannel Reach

DVO allows advertisers to reach their target audience across multiple platforms and devices. Whether it’s mobile, desktop, social media, or connected TVs, advertisers can deliver their video ads seamlessly across various channels, ensuring maximum reach and visibility.

Enhance Your Video Creatives with Silverpush’s Crafters

Crafters is Silverpush’s highly advanced dynamic video optimization technology. It is a solution for creating and delivering personalized video ads to users based on a variety of data sources.

We all know Videos are the most engaging Ad Format. But by infusing AI and unique Interactivity features, Crafters can help brands in leveraging Video Ads on the Open Web, like never before!

Crafters will help you improve the performance of video advertising campaigns by adding a layer of contextual creativity that will drive better business outcomes.

Here are some additional tips for using DVO effectively:

1. Use the Right Data

The data you use to create your DVO campaigns is critical to their success. Make sure you’re using high-quality data that is relevant to your target audience.

2. Test Different Variations

Once you’ve created your DVO campaigns, test different variations to see what works best for your audience. This will help you optimize your campaigns for maximum results.

3. Track your Results

It’s important to track the results of your DVO campaigns so you can see what’s working and what’s not. This will help you make adjustments to your campaigns to improve your results.

Importance of Crafters: Elevate your Performance and Engagement on Video Ads

1. Advertisers

Our next-gen video optimization technology solves the problem of ads being ignored by audiences. By incorporating an interactive feature into traditional video ads, it has the potential to generate users’ curiosity and encourage them to engage with the ad. This leads to improved performance metrics such as click-through rates, lead generation, and video view-through rates.

2. Users

Users will not only view the video ad but will have various formats to interact with the ad as per their interest, ad type, and various options to redirect to the desired page.

Conclusion

With the advertising world growing at a fast rate, it’s important to keep pace. Traditional video ads fail to engage users or boost user engagement. That’s why Silverpush has developed an advanced solution delivering a staggering 2X increase in Click-Through Rates (CTRs) and an impressive uplift of nearly 60% in Video Completion Rates (VTRs) solving the problems of video advertising on the open web. Take a step towards boosting your ad performance and capturing audience attention by filling out the form on the right. Our team of experts will be in touch with you shortly to provide more insights into our groundbreaking technology.

Let’s face the truth: THIRD-PARTY COOKIES ARE LONG GONE!

Advertisers need to drastically shift from conventional targeting methods (requiring audience data) to privacy-focused strategies without compromising on delivering relevant ads.

Traditional targeting methods relied on cookies to reach targeted audiences by building a detailed profile of their online activity.

Growing data privacy concerns and the implementation of regulations like CCPA and GDPR raise the dilemma – how to balance between delivering personalized and relevant ads while respecting user privacy?

Enters Mirrors Generative AI, the next-gen contextual planning tool capable of discovering audiences without cookies and reaching them precisely in contextually relevant moments. The highly advanced tool was recently launched by Silverpush at its Cannes Lions 2023 debut.

Amplifying Relevance and Reach with Generative AI-Powered Contextual Advertising

Mirrors, the flagship product of Silverpush, has recently integrated Generative AI into its contextual advertising technology to help brands reconnect with their untapped audiences.

It is a revolution that will boost the ever-present contextual intelligence by discovering newer audience personas without any human bias, guesswork, or stereotypes of the past.

By leveraging its predictive AI technology, Mirrors goes beyond the basics and delves deep into the content consumption habits of the target audience.

Utilizing advanced generative AI technology, Mirrors carefully analyzes videos and identifies key contexts in  webpages, surveys, and a wide range of content on the open web, examining each word with precision.

This enables Mirrors to uncover patterns, decipher meaning, and extract valuable insights that surpass surface-level understanding.

Challenges Faced by Advertisers in Finding Contexts Manually

To maximize engagement, advertisers aim to target diverse audience personas based on their specific interests, timing, and context. However, relying on manual context-building methods has certain limitations.

1. Scale and Complexity: Manually creating context triggers for a large volume of content can be a time-consuming and complex task. Advertisers may struggle to keep up with the constantly evolving content landscape and the need to identify and update relevant triggers across various platforms and channels.

2. Subjectivity and Bias: Manual context trigger creation involves human judgment, which can introduce subjectivity and bias. Advertisers may have different interpretations of content, resulting in inconsistent or inaccurate context triggers that may not align with the intended audience or message.

3. Limited Contextual Understanding: Fully comprehending the context of every piece of content manually can be challenging. Advertisers may miss subtle nuances, references, or trends that could impact the appropriateness of ad placement.

4. Resource Intensity: Creating and managing manual context triggers requires dedicated resources, including skilled personnel, time, and effort. Advertisers may face limitations in terms of available resources, hindering their ability to effectively build and maintain comprehensive sets of context triggers.

5. Timeliness and Real-time Updates: Content evolves rapidly, and new trends and topics emerge regularly. Advertisers may struggle to keep their manual context triggers up to date, leading to potential misalignment between ads and current content relevance.

6. Scalability and Adaptability: As advertising campaigns scale and expand across different platforms and channels, managing manual context triggers becomes more challenging. Advertisers may find it difficult to adapt their triggers to new formats, channels, or emerging content types.

Eliminating Human Bias and Automating Context Discovery

The real power of Mirrors Generative AI lies in its ability to seamlessly integrate AI as a co-pilot to human intelligence. The advanced technology builds a comprehensive context list, well aligned with the audience’s personas and their direct and alternate interests. This enables advertisers to reach untapped/overlooked yet relevant audiences, resulting in enhancing incremental reach.

Why Plan Your Next Campaign With Mirrors Generative AI?

1. Cookieless Audience Discovery: The contextual planning tool will enable advertisers to identify contextually relevant audiences without relying on third-party cookies.

2. Scale without Compromise: Better contextual relevance leads to improved audience understanding, which can often be overlooked. By tapping into these overlooked audiences, advertisers can enhance their reach and engagement.

3. Understand Multicultural Audience: Mirrors Generative AI uses diverse datasets to assess performance across races and cultures. Then, analyzing metrics and understanding the emotional impact, bias, inclusion, and purchasing intent. This generates audience personas and passion points, offering advertisers valuable insights for informed decision-making.

4. Create Highly Customized Campaigns: Utilizing Mirrors Generative AI offers the opportunity to go beyond pre-defined taxonomies and gain unparalleled flexibility in creating highly customized campaigns.

Ready to Experience 3X Audience Expansion with Mirrors Generative AI?

It’s your time to broaden your audience reach with Mirrors Generative. To know how our advanced tool can boost your ROI fill and widen your reach with precision out the form on the right.

Advertising is a crucial element for any brand as it drives its revenue by pursuing customers from the beginning of the funnel, that is, brand awareness to conversion. Along with customer acquisition, it also generates strong brand awareness and builds a brand image.

The advertising landscape today is facing the issue of users’ online privacy which has become an alarming concern for brands. It is moving towards privacy-first advertising.

“66% of consumers have expressed discomfort with businesses and brands tracking their browsing history to deliver personalized ads.”

This statistic highlights a growing unease among internet users regarding the use of their data for targeted advertising purposes. As a result, businesses and advertisers are increasingly seeking alternative strategies that respect user privacy while still delivering relevant and engaging advertisements. In this context, finding a balance between personalized advertising and privacy has become crucial for brands to maintain consumer trust and loyalty.

Mirrors is a contextual advertising solution for the open web by Silverpush which is helping brands tap into the audience while abiding by the privacy guidelines set by General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA).

How can Mirrors be a Game Changer in a Privacy-First Environment?

More and more internet users worldwide are expressing increased concern about their online privacy, with 67% of the population is  stating that they are more concerned than ever. A study found that 81% of people prefer to see ads that are relevant to their browsing experience, and 65% of consumers have a more positive opinion of brands that offer contextually relevant ads.
And, with this, brands need to be more concerned about their advertising strategies to navigate this shift in consumer mindset.

To address these concerns and preferences, contextual advertising has emerged as an effective solution. The AI-powered technology analyzes the content of the webpage and deploys the most relevant ad based on contextual triggers. These triggers include identifying key contexts of the entire content. With this approach, advertisers ensure that the user is targeted with the most relevant ad.
Contextual ad targeting also benefits advertisers by providing a higher number of relevant ads to consumers. Since the ads are displayed based on the content of the page, they are more likely to align with users’ interests and increase engagement.

For example, if a user is looking for the latest laptop, the AI will target the user with the most relevant ad that will be related to the content of the webpage.

Another benefit is that, unlike other targeting methods, contextual advertising doesn’t rely on collecting or storing personal data about users, alleviating privacy concerns. This form of targeting offers a privacy-friendly approach that aligns with users’ increasing concerns about data usage. It delivers relevant ads based on webpage content, enhancing user experience and generating more positive perceptions of brands.

But why has contextual advertising been a widely accepted approach?

Contextual advertising has been a widely accepted approach because in the changing landscape of advertising it aligns the best with the requirements of users and advertisers.
Today, users expect privacy assurance more than a personalized ad experience. They want their identity and information to be safe as they browse the web.

Keeping the rising concerns in mind, major browsers like Firefox, Safari (Apple), and Opera banned third-party cookies from use and Google Chrome began working on the alternative.

Third-party cookies have historically played a significant role in behavioral targeting. Here’s an overview of their role:

1. Collecting User Data: Third-party cookies are small text files that are stored on a user’s browser by a website other than the one they are currently visiting. These cookies allow third-party advertising networks or tracking companies to collect data about a user’s browsing behavior, such as the websites they visit, the pages they view, and the products they are interested in. This data is crucial for behavioral targeting.

2. Profiling and Segmentation: With the help of third-party cookies, advertisers were able to create user profiles and segment audiences based on their browsing habits and interests. By tracking users across multiple websites, third-party cookies gathered a wealth of information that helped advertisers understand individual preferences and tailor their advertising messages accordingly.

3. Personalized Advertisements: Advertisers use the information provided by the third party to serve relevant ads based on a user’s browsing history and interests.

4. Retargeting: Third-party cookies enable retargeting, where ads are shown to users who have previously interacted with a brand or visited a specific website, thereby increasing the chances of conversion.

5. Measurement and Analytics: Advertisers could monitor click-through rates, conversions, and other key performance indicators by leveraging the data stored in these cookies. This information helps advertisers optimize their campaigns, refine their targeting strategies, and make data-driven decisions.

These factors increased concerns about privacy among users which lead to drastic changes in the advertising. Hence, contextual targeting has become a useful alternative to survive in this dynamic advertising landscape.

Conclusion

The advertising landscape will continue to evolve, advertisers must find a solution that caters to the privacy concerns of the user without diverting from personalized messaging. Advertisers are rapidly inclining towards the contextual targeting approach. This is because it is the only and best available option to gain a competitive edge. This approach not only ensures safety but also drives better results and Return on Ad Spend (ROAS).

The FMCG industry is a vital component of the global economy, contributing significantly to a country’s Gross Domestic Product (GDP) and job creation. As a major driver of consumer spending, FMCG plays an essential role in various aspects of the economy.

The FMCG market size was evaluated to be 716.3 Billion in 2022 and the CAGR growth rate is expected to be 4.41% from 2023 to 2028.

The market size of the FMCG industry has significantly grown in the U.S., China, and other developed markets. Keeping the growth in mind, the experts are predicting 70% growth on a global scale. The World Bank predicts that in terms of consumer market the FMCG market in India will take the third place surpassing Japan and Germany by 2030.

The consumer industry is a highly competitive landscape, with brands vying for market share based on product type, production techniques, and distribution channels. However, in this fiercely contested arena, advertising is the key to success for them. But the advertisers are facing a set of challenges in the advertising landscape.

What are the Advertising Challenges Faced by the FMCG Industry?

According to a study, till 2023, FMCG firms were expected to raise their digital advertising spending by 7% yearly. FMCG expenditure decreased by 10.7% to $ 26.7 billion in 2020, a more significant decrease than the whole advertising industry.

But utilizing the ad spend is a bigger and more important factor. Since the FMCG industry is flooded with brands and products, getting brand visibility and brand recognition are the two main purposes of advertising for them. To achieve both goals choosing an appropriate advertising approach is crucial. But due to a shift in consumer behavior creating a positive and solid brand image has become difficult.

The consumer has become more empowered and they want to control everything they see, especially in the virtual space. They want to see the ads of their interest but without getting digitally stalked. 72% of people believe that virtually all of what they do online is being monitored by advertising, technology corporations, or other businesses, and 81% believe that the threats can surpass the possible rewards of data collecting.

Not only the audience but the traditional advertising ways have often led brands to face consequences of negative branding due to wrong ad placement. This not only damaged their reputation but also resulted in ad wastage.

The Rise of Contextual Advertising

Have you ever noticed that whenever you walk into a supermarket to get one item from the shelf you end up filling the cart? This is because at that moment you were interested in the items, they were relevant and you were triggered to buy them.

Contextual advertising is similar!

Through contextual targeting, advertisers reach the target audience at the right moment which triggers them to engage with the brand. According to a study, 79% of respondents agreed that they were comfortable with the ads that are relevant to them. Also, 65% said they would be more tempted to buy from relevant ads.

How can the FMCG Industry Benefit from Contextual Ads?

One approach to take advantage of the opportunity is through omnichannel contextual advertising. Silverpush’s remarkable AI-powered solution, Mirrors, ensures brand safety and suitability across various advertising channels. The high-powered AI technology ensures the message reaches the right audience.

1. YouTube

For the FMCG industry, video advertising is the most suitable ad format. YouTube offers various ad formats and advertisers can choose the most suitable format for them. According to a study, 88% of video marketers were satisfied with the ROI of their video marketing on social media.

In the past, an FMCG brand chose 1 video creative to connect and interact with the target audience. The campaign has delivered more than 9 million impressions in 28 days.

Post-campaign analysis the brand concluded that they had reached more than 5 million unique users. The campaign performed beyond the industry benchmarks as it surpassed the planned KPIs (VTR).

2. Open Web

Relevant advertising can be shown depending on the webpage content that the target audience has viewed. The mirror captures the audience’s attention, without invading the user’s privacy. This gives users a sense of safety and the advanced AI-powered technology ensures that the ad is placed in a brand-safe environment.

3. Meta

To extract contextual signals that enable the distribution of real-time, in-the-moment advertising for outstanding results, Mirrors carefully selects and examines brand-safe Facebook pages. Models for Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP) are used to do this.

4. CTV

On most streaming TV services, CTV represents over 80% of all viewing. The remaining 20% is accounted for the other devices connected to the internet (laptops, smartphones, and tablets).
As per studies, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion to more than $100 billion in 2026. This will be due to the surge in CTV viewing.

When marketers purchase advertising space on CTV, their commercials are played to viewers when they stream movies, TV series, and other content to their linked television. To ensure brand safety, ads are delivered in the proper context with the help of semantic analysis, content analysis, and customized ad segments.

Takeaways

The advertising arena is changing rapidly and for the FMCG industry, it is their primary source of establishing brand recall. Contextual advertising can be a game-changer for them as it will help them in capitalizing on the interest of the user. It will help drive engagement without intervening with the privacy of the user. Also, omnichannel advertising can play a significant role in strengthening brand recognition.

USA minority groups buying power is expected to rise from 4.2 trillion in 2020 to 7 trillion by 2025. With this significant growth, brands cannot afford to overlook the importance of targeting multicultural communities in their advertising strategies.

In this blog, we will explore why brands should focus on diversity, how they can effectively reach multicultural communities, and the benefits of doing so.

Why is Multicultural Advertising Important?

Brands aspire to capture the hearts of millions and establish a lasting brand recall as their primary objective. Yet they miss out on a larger portion of the audience.

Multiculturalism has played a significant role in this endeavor, showcasing its positive impact on our daily lives. This can be observed through the fusion of diverse cultures in ethnic enclaves found in metropolitan areas and the availability of various ethnic cuisines in supermarkets. One of the driving forces behind the market expansion in the past decade has been the multicultural consumer market, currently valued at over $5 trillion.

The corporate expansion serves as a pivotal factor in this growth, benefiting all brands. As markets expand, more consumers enter the fray, leading to increased consumption and fostering innovation by introducing new products. This, in turn, promotes higher usage and the potential for premium pricing. When executed effectively, this generates greater revenue and income, consequently enhancing purchasing power.

A renowned brand from the FMCG industry had a boost in sales in North America. Interestingly, a larger portion of their sales was accounted for by diverse communities of the region.

What is Multicultural Advertising?

Immigration encompasses more than mere physical mobility; it represents the dynamic exchange and interplay of diverse cultures. Each individual carries the bedrock of their identity, fostering the emergence of vibrant and multicultural communities.

Expanding Horizons: Beyond the LGBTQ+ Community

While many advertisers focus solely on the LGBTQ+ community when it comes to multicultural advertising, it’s essential to remember that diversity encompasses various ethnic groups. In the United States, Black, Hispanic, Asian, Pacific Islander, Native, and Indigenous Americans makeup 40% of the population. It is crucial for brands to recognize and target the entire multicultural communities to maximize their reach and impact.

How can Brands Reach Multicultural Communities?

The advertising arena is under evolution. The phase-out of third-party cookies has inclined advertisers towards contextual advertising. Since cross-culture targeting poses a set of challenges that are hard to overcome with conventional targeting methods, contextual targeting methods can be beneficial.

Some of the challenges are:

1. Cultural Sensitivity: Multicultural communities are sensitive towards their presence. Brands must understand their diverse cultural nuances and sensitivities. They must ensure that their message resonates with the viewer.

2. Language Barrier: Brands need to ensure that their message is tailored well according to the specific group they are targeting. Understanding the intricacies of each culture is crucial for creating effective campaigns that resonate with the target audience.

3. Limited Reach and Targeting: Traditional advertising channels often need to be improved when it comes to reaching specific multicultural audiences. Targeting these communities through one or more channels can be complex as they may cause hindrances in targeting methods.

To overcome these challenges, advertisers can leverage Silverpush’s advanced AI technology, Mirrors. This offers enhanced brand safety and suitability, allowing advertisers to reach their desired audience contextually and through different platforms.

YouTube

To begin with, the best way to reach the audience is through video advertising. Did you know, 82% of the global content consumption is from videos. With contextual video advertising, brands can easily tap into the audience as the AI offers the first context detection based on the identification of key context like brands name from metadata for granular targeting.

Open Web

Conventional targeting created voids that further created challenges for brands to reach their desired audience. But by analyzing the page’s content in real-time and combining relevant information, it provides personalized advertising, filling the gaps.

Meta

Sentiment analysis and NLP tools search countless Facebook pages to find the most contextually appropriate video material. Mirrors target high-performing sites by correlating context relevance with engagement metrics (likes, shares, comments, and subscriptions).

Brands can effectively reach their audience while respecting their privacy by utilizing contextual advertising, which capitalizes on the reader’s existing interests and aligns ads with the content they consume. This contrasts with behavioral targeting methods that can leave users feeling monitored and followed.

Conclusion

According to a survey, 64% of consumers agreed that they engaged with a brand after seeing an ad that they considered diverse or inclusive.

Multicultural communities have long-awaited recognition and representation, and they can be found across the globe. One prominent example is the city of New York in the United States. Known as a melting pot of various cultures, people from all over the world call New York home. Its remarkable diversity is one of its greatest strengths and contributes to its status as a leader in creativity and innovation. Similarly, Toronto in Canada and London in Europe are home to diverse communities.

When it comes to advertising, it is crucial to recognize that multicultural communities should not be targeted as a one-time or occasional effort. Instead, brands should strive to engage with these communities consistently throughout the year. These diverse communities represent the future audience, and establishing a meaningful connection with them is essential to staying ahead of the curve in an increasingly diverse world.

By understanding and embracing the multicultural nature of society, brands can tap into new markets, foster inclusivity, and build lasting relationships with diverse audiences.