As we step into a post-cookie ad tech era, contextual advertising is poised to take center stage, becoming a pivotal strategy for brands aiming to connect with consumers through privacy-compliant and contextually relevant approaches. Marketers and advertisers are seeking to connect with new and relevant audiences by utilizing contextual advertising for video through ad tech companies like Silverpush.

With a wealth of experience and a continually expanding team of experts, Silverpush stands as a leading global provider of contextual video advertising solutions. In the dynamic landscape of video advertising, the prominence of contextual advertising is on the rise, emphasizing the critical need to embrace this innovative targeting strategy. Silverpush is dedicated to assisting global brands in realizing their objectives in ad viewability and brand safety, surpassing conventional ad methods.

If you’re looking to delve into contextual video advertising in 2024, it’s advisable to focus on campaigns centered around key tentpole events in 2024. These tentpole marketing events traditionally offer heightened visibility for brands seeking active engagement with major news and lifestyle stories. Capitalizing on these moments can amplify the impact of contextual video advertising, creating strategic opportunities for brands to connect with their target audience amid significant cultural and societal events.

Calendar of Pivotal Tentpole Events for Advertisers in 2024

Holidays & Events in Q1 2024 (January, February, March)

As the new year unfolds, a tapestry of traditional narratives and events emerges, featuring stories of New Year’s resolutions, and various lifestyle milestones. Simultaneously, the season ushers in major sporting spectacles like the Superbowl, March Madness, and the Winter Olympics. Noteworthy advertising calendar events 2024 include Black History Month in February and Women’s History Month in March, offering advertisers key opportunities to align their campaigns with these cultural and historical moments.

Holidays & Events in Q2 2024 (April, May, June)

Spring brings forth several significant tentpole events and global seasonal holidays, creating ample opportunities for advertisers. Lifestyle celebrations like Mother’s Day and Father’s Day, alongside commercial observances such as Memorial Day, Easter, Prime Day, graduation ceremonies, and to some extent, Pride Month, contribute to a bustling season for marketers. Leveraging contextual targeting allows advertisers to tap into these segments, potentially reaching millions of impressions.

Holidays & Events in Q3 2024 (July, August, September)

While the summer season may experience a dip in web and e-commerce traffic, strategic advertising opportunities arise during significant events such as the 4th of July, Amazon Prime Day, and the back-to-school sales around Labor Day.

Holidays & Events in Q4 2024 (October, November, December)

It’s evident that the fourth quarter (Q4) of the year, encompassing the holiday season, is a crucial period for online advertising. Advertisers often intensify their efforts during this time to capitalize on the increased consumer spending associated with holiday shopping. The use of contextual targeting strategies adds a layer of sophistication to campaigns, allowing advertisers to optimize for brand safety and ad viewability strategically.

Watch a recent case study involving a major soft beverage company that collaborated with Silverpush, resulting in a remarkable 1.7x increase in VTR.

For more information on ad targeting and strategies to optimize your campaigns, reach out to us.

In the fast-paced world of advertising, the saying “Good things come to those who wait” couldn’t be further from the truth. In an era where technology evolves rapidly, and consumer behavior constantly shifts, advertisers clinging to outdated and monotonous campaign strategies may find themselves drifting away from valuable business opportunities.

Discover the Trends Taking Over in 2024

As we step into 2024, it becomes imperative for advertisers to discern and leverage key trends to maintain a competitive edge in this dynamic arena.

Brace yourself for the cookie countdown

The global digital advertising market was valued at $601.8 billion in 2023, with media ads accounting for 67.1% of overall expenditure. Clearly, digital advertising is a lucrative industry, and it’s no surprise that more companies are finding ways to capitalize on this trend. However, as more companies seek to tap into this thriving trend, it’s essential to address the impending challenge of cookie deprecation and its potential impact on advertisers and digital advertising revenue.

Google has outlined its plan to phase out third-party cookies entirely by the conclusion of 2024, and efforts are already underway to implement this transition. The initial measure involves the introduction of Privacy Sandbox Tracking Protection, which will be experienced by 1% of Chrome users globally. This feature aims to restrict cross-site tracking by default.

Focus will be more on Personalization and Hyper-Targeting

“One-size-fits-all” approach won’t be effective anymore. With abundance of information and choices consumers today expect to be catered with relevant ads, they want brands to directly speak to them based on their interests, needs and preferences.

70% of consumers expect personalization and 56% agreed that personalized experience motivates them to become a repeat customer. (Source)

From a business point of view, personalisation helped 77% of businesses increase their market share. This form of marketing has increased conversions nearly 50% for brands. (Source)

Brands that don’t invest in understanding their audience and delivering tailored content are at the risk of losing customer engagement.

Video Content Dominance

Video content will continue to dominate the existing ad formats, as billions of viewers tune in. According to stats, 2023 had seen a 23% surge in internet traffic volume globally, escalating usage of streaming videos. (source)

But, advertisers need to be mindful of the video length, as consumer attention span and patience is getting shorter. More than 25% of adults close a video after 10 seconds and approximately 50% of the viewers close it after 20 seconds. (source)

Brands should focus on creating high-quality and engaging video content for platforms like YouTube, TikTok, and Instagram. This trend is especially important as attention spans decrease, and visual storytelling becomes more critical.

Interactive Content

Since video content is gaining popularity advertisers need to advance their video advertising strategies. From the traditional video ads there is going to be an upgrade to dynamic interactive video ads.

To drive more engagement and conversion, advertisers should incline towards dynamic video ads as a result they have noted significant growth in their online sales.

Interactive content, such as polls, quizzes, and augmented reality experiences, not only captures attention but also provides a more immersive brand experience.

Among the interactive elements, shoppable TV ads have proven to be highly effective for cutting through the noise and boosting customer engagement due to their interactive nature. According to a survey, Shoppable ads have 55% ad recall and 50% interacting rate.

Role of Generative AI

Generative AI can process large amounts of data and generate valuable insights that can inform strategic decisions in campaign planning. Additionally, AI algorithms can analyze diverse datasets to identify and create new audience segments. Using these insights, advertisers can tailor their campaigns to specific demographics, ensuring more targeted and effective advertising.

Advertisers are using predictive analytics to analyze historical data and gain insights into user behavior, enabling them to optimize their campaigns further.

Conclusion

The advertising industry heavily relies on AI for campaign planning, execution, and optimization. Generative AI is changing the game by actively participating in the process. To achieve maximum success, brands should stay up-to-date with the latest trends in advertising and incorporate generative AI into their campaigns. This will provide advertisers with unparalleled levels of data analysis, audience segmentation, and dynamic content creation, leading to more efficient and personalized targeted advertising that can significantly boost the impact of campaigns. In a constantly evolving landscape, innovation is crucial to maintain growth and market dominance. Brands that embrace the potential of generative AI and adapt their strategies accordingly can exceed the expectations of the ever-changing consumer base. This will ensure a prosperous future in the dynamic world of advertising.

The brand safety crisis that first caught the attention of advertisers in a significant way back in 2017 is even more accurate today! 

With millions of user-generated visual content added to video-sharing platforms daily, brand safety has taken center stage in advertising.

Like any crisis, this situation has also led to practical and effective solutions that have given advertisers varying degrees of control. 

Some of the most commonly used brand safety measures, such as blocklists, approved channels/pages, third-party measurement, and brand safety experts, have their own advantages and disadvantages. 

To understand how leading marketers and brands perceive and mitigate brand safety risks, we have collected survey responses from 160+ agency heads, business leads in media, and brand marketers in Southeast Asia (Vietnam, Thailand, Malaysia, Indonesia, Philippines, and India). 

Keep reading to find the key takeaways from the survey, highlighting the most significant findings related to brand safety challenges in the SEA region. Make sure to download the report for a more comprehensive understanding of the subject, including its growing importance.

Key Highlights of the SEA Brand Safety Survey

Here are some major highlights from the survey:

1. Video platforms like TikTok, Facebook, and YouTube offer brand safety controls but still have unsafe content. A recent study found that 8-9% of videos on video sharing and hosting platforms in Southeast Asia contained harmful content, including violence, smoking, and adult, and extremist content.

2. Industry professionals believe that hazardous exposure negatively impacts brand perception and can lead to revenue loss. In fact, 60% of respondents believe that brand safety risks can result in reduced buying or even a complete boycott of the brand.

3. Blacklists and whitelists are still the most popular brand safety measures, but contextual targeting techniques involving NLP-based technologies and in-video context detection are becoming more prevalent. However, 60% of industry professionals say that using current brand safety measures makes it difficult to reach a specific audience.

4. The biggest brand safety challenge is the need for customized exclusion filters that can meet unique brand needs. According to the report, 63% of industry professionals stated this as the most pressing issue, highlighting the importance of brand suitability.

5. The report also discusses how the challenges of current brand safety measures have negatively affected reach and monetization during the COVID-19 pandemic. Additionally, it emphasizes the growing importance of brand suitability, the solutions that brands and agencies are seeking, and the emergence of AI-powered context detection technology.

Summary

There is a significant risk of video ads appearing alongside inappropriate or harmful content, with as many as 1 in 10 ads affected. This can have serious consequences for brands, causing confusion and even leading to loss of revenue. Download the report to gain insights into how industry professionals are addressing this issue in today’s complex digital landscape.