Trick or Treat? Reach Your Audience with Spooktacular Ad Campaigns!PUBLISH DATE: 10 October 2023
“A successful marketing campaign is like a well-carved pumpkin – it leaves a lasting impression.”
Every brand and advertiser aims to craft a compelling narrative that deeply connects with their audience, and leaves a lasting impression. Halloween season offers a unique opportunity to connect with your audience through spooktacular Halloween ad campaigns that capture the spirit of the holiday.
But before we delve into how to seize the opportunity let’s focus on….
Why Advertisers Should Ace Their Halloween Campaigns?
Halloween isn’t confined to any particular region anymore. It’s a global celebration, making it the perfect stage for brands to embrace cross-cultural marketing or launch multicultural campaigns. Did you know, in Japan, approximately 20-30 million people celebrate Halloween each year whereas, in the Philippines, 90% of people know and celebrate the spooky festival.
Moreover, Halloween spending is on a thrilling trajectory, set to hit a spine-tingling $12.2 billion this year, surpassing the 2022 figures by $1.6 billion.
Where the audience is spending the most?
The big bucks are flowing into candy (96%), decorations (77%), costumes (69%), and even greeting cards (35%). And where are folks flocking to get their Halloween fix?
Candy (96%), Decorations (77%), Costumes (69%), and even Greeting cards (35%). 45% of consumers start their Halloween shopping as early as September or even before. Additionally, a significant 22% of consumers believe that retailers can begin showcasing and selling Halloween products.
Halloween presents a lucrative chance for brands to engage with their audience extensively, as a substantial 45% of consumers start their Halloween shopping as early as September or even before. Additionally, a significant 22% of consumers believe that retailers can begin showcasing and selling Halloween products, both online and in physical stores, without any concerns about it being too early.
Well, the numbers speak volumes, but they don’t tell you how to reach your audience effectively. (But we do!)
How to Cast a Spell of Engagement This Halloween Season?
What humans see tends to linger in their memory, but the modern average user is constantly bombarded by ads throughout the day. In fact, they may encounter anywhere from 4,000 to 10,000 ads daily, yet only notice a fraction of them—less than a hundred, to be precise.
So, how can your message stand out in this advertising onslaught? The answer is surprisingly simple: harness the power of video ads and ensure they are contextually relevant to the moment.
Since we have gained the foundation understanding about the significance of video ads we must look into how to make these holiday season video ad campaigns effective.
1. Be Relevant
Approximately 79% of consumers are comfortable with ads that are relevant to the topics they are currently engaged with.
With the decline of third-party cookies, advertisers are shifting their focus to contextual targeting. This approach results in a 30% higher conversion rate compared to non-contextual ads.
Reaching the right audience at the right time not only fosters positive brand recognition but also boosts engagement.
2. Omnichannel Presence
Brands must follow the mantra of “Reach your audience where they are.” This means having an omnichannel presence to connect with audiences across various platforms where they leave their digital footprints.
An integrated brand presence across multiple marketing channels enhances brand awareness and facilitates easier audience connection.
Silverpush’s Mirrors offers a solution to reach the right audience on platforms like Open Web, Meta, and YouTube. It employs AI-driven in-video context detection technology, ensuring precise audience targeting, even in a cookieless tracking environment.
The human-augmented technology offers contextual advertising across platforms while maintaining strict brand safety guidelines.
3. Dynamic Video Optimization
Today the attention span of the audience is similar to a toddler. But with dynamic interactive videos advertisers can engage the audience for a longer span of time.
Studies show that brands can increase consumer engagement up to 3X with 15-second interactive ads.
Crafters is a flagship product by Silverpush that harnesses real-time data and user insights to revolutionize ad campaigns.
Advertisers can deliver highly personalized and relevant ad experiences to their audience through precise targeting and endless customization opportunities.
Holiday season ads are best to captivate the audience but to achieve the goal advertisers must adopt the best option. With the demise of third-party cookies, contextual advertising has taken center stage. So to stand out front of the competition advertisers must opt for contextual targeting while adding the layer of interaction to make their ad campaign as spooktacular as their celebrations.
This Halloween Capture More Attention for your Brand
Navigating Path with Contextual Advertising in a Programmatic Advertising LandscapePUBLISH DATE: 29 August 2023
In the rapidly changing landscape, a seismic shift is underway. We are living in times when automation has taken center stage in all sectors, especially advertising.
Gone are the days of laborious manual toil for advertisers and publishers alike. Enter programmatic advertising, the game-changer that harnesses data and technology to plan the perfect sync of ads, reaching their intended audience at the precise moment.
The prediction of global programmatic ad spending is to reach 725 billion by 2026. The United States remains the leading programmatic advertising market worldwide. However, advertisers often encounter, two major challenges with programmatic ads:
1. Lack of transparency
2. Ineffective targeting
The programmatic advertising environment is intricate and opaque, making it challenging for advertisers to comprehend how the advertisements are deployed. As a result, advertisers waste money on ads and overpay. Programmatic advertising falls short of engaging the target audience since it heavily relies on data.
Also Read: What is Programmatic Advertising?
Navigating Path for Advertisers to Overcome Obstacles
Along with these challenges, there is another elephant in the room, the demise of third-party cookies.
With the third-party cookies phase-out, tracking user data will be difficult as they will not have a unique identifier that can be used to track users across multiple websites.
In this evolving landscape, advertisers find themselves at a crossroads.
1. They are in desperate need of a solution that offers them a way to overcome the programmatic ad challenges
2. A solution that targets ads without interfering with the user’s privacy.
As a solution, contextual advertising is a ray of hope.
Contextual Advertising as a Solution: HOW?
In the dynamic realm of advertising, contextual advertising isn’t a newcomer. This methodology which aligns ads with the surrounding content, lost its spotlight as advertisers pivoted towards behavioral targeting, a strategy yielding superior outcomes by delivering personalized ads.
Yet, the relentless pursuit of personalization led to an overindulgence, raising concerns among users about data misuse and their digital safety.
The privacy concerns of users led to the introduction of strict guidelines by GDPR and CCPA along with major browsers banning the use of third-party cookies.
These changes have made advertisers retrace their steps to an older path of advertising – Contextual Advertising.
Contextual display advertising focuses on aligning the ad with the content of the web page rather than emphasizing the user’s data.
The AI-powered system scans the webpage’s content and serves the most relevant advertisement based on contextual cues.
For example, a user engrossed in an article about car maintenance encounters an ad spotlighting the latest automobile release by a prominent brand. Here, the connection is made not through personal data but through content relevance.
Contextual targeting 2.0: Why is it better this time around?
As the world moves forward, contextual advertising is pacing up with it!
The recent advancements in algorithms have helped advertisers to perform hyper-contextual targeting.
Natural language processing (NLP) is used to analyze the text content of web pages in order to help advertisers understand the context of the content.
Machine learning is used to develop algorithms that can predict the likelihood of a user clicking on an ad. This can enhance the ROIs and ensure advertisers that they are only paying for ads that are likely to be clicked on.
Hyper-contextual targeting is still in its early stages, but it has the potential to revolutionize the way that advertising is targeted. As AI and ML continue to develop, hyper-contextual targeting is likely to become even more accurate and effective, leading to better results for advertisers and publishers alike.
Get Started with Contextual Advertising Today!
AdTech organizations are taking full leverage of this evolving time!
Silverpush, a leading ad tech organization, has introduced Mirrors, an AI solution for programmatic contextual advertising.
Mirrors comprehensively scan webpages, including text, images, and videos. Utilizing Natural Language Processing (NLP), it identifies keywords and categorizes content. Additionally, the AI-powered technology employs frame-by-frame analysis for image recognition, effectively identifying faces, logos, and various activities within images.
Furthermore, Mirrors employs semantic analysis on the content of a webpage. This enables the extraction of significant information, including emotions and instances of sarcastic expression. This extracted information contributes to the deployment of relevant advertisements.
Still not convinced? We have more!
1. Abides by strict privacy guidelines: According to a study, 72% of Americans are concerned about their privacy.
Contextual advertising abides by the privacy guidelines set by GDPR, COPPA, and CCPA as it doesn’t rely on cookies rather it depends on the content the user is consuming.
2. Drives high Return on Investment and Return on Ad Spend: Contextual advertising leverages the already generated interest of the user. Since the user is already intrigued by the topic, the chances of the user clicking on relevant ads increase significantly.
3. Relevant to the user: The audience demands relevancy, when tailored ads are shown to the user they feel more comfortable. According to a study, 79% of UK consumers are comfortable seeing contextual ads.
4. Brand safe: While focusing on user privacy advertisers also need to focus on their brand’s safety as well. Brands’ reputations must not be compromised at any cost. Wrong ad placements have often led to a damaged reputation and revenue loss. Since ads are placed based on relevancy, brands can ensure that their ads are placed in brand-safe and suitable environments.
Contextual advertising becomes a sustainable choice for the advertising landscape. As tracking methods like cookies are fading away and brands and advertisers are emphasizing privacy-focused targeting approaches.
Combining contextual targeting with artificial intelligence and machine learning can provide advertisers with valuable information for effective targeting. This approach offers a wide range of insights to help advertisers reach the right audience and fit seamlessly in the evolving landscape.
Why Do You Need Interactive Dynamic Video Advertising and How to Get Started?PUBLISH DATE: 21 July 2023
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.
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.
Kid’s Advertising Made Smarter: Unleashing the Benefits of Contextual AdvertisingPUBLISH DATE: 19 June 2023
Advertisers are focusing on capturing the attention of young content consumers but why?
Children are an important demographic for advertisers as they have a significant impact on their parents’ buying decisions.
A study revealed, 94% of parents have been co-viewing more content intended for their young ones in the last 12 months.
In this blog, we will explore how advertisers can overcome these challenges by leveraging contextual targeting techniques for kid’s advertising.
According to a survey, 9 out of 10 children can easily access YouTube.
But targeting them isn’t easy because COPPA (Children’s Online Privacy Protection Act) and other regulatory authorities have set guidelines that ensure that kids aren’t exposed to unsafe content.
But 20 percent of the inventory on children’s streaming was not COPPA compliant, meaning it was aimed at adults.
Advertisers have been deploying adult ads on kid’s channels (like POGO, Cartoon Network, Hungama, and many more) to target the masses. This wasn’t done directly but the ads showed were like a famous automobile brand car crashing. This happened because many advertisers failed to implement the kids’ advertising guidelines.
Apart from mismatched ad placements, advertisers have to face many challenges while advertising on kid’s platforms.
What are the Big Concerns for Advertisers in Kid’s Advertising?
1. Issue with Transparency
Problem: Advertisers often face challenges in ensuring transparency in their advertising efforts. They need to know where their ads are being placed and whether they are. This becomes even more critical when advertising to children.
Solution: Contextual targeting can be beneficial as it offers maximum transparency. It is an effective solution for ensuring transparency in kids-themed advertising. By analyzing the content and context of the webpage or app, advertisers can ensure their ad is placed in an appropriate environment that resonates with their target audience. Further with this approach of targeting, advertisers have control over their ad reach. With the help of inclusion and exclusion lists, advertisers can granularly target their audience.
For example, a person who wants to create awareness about a new course on Open Web: the advertiser can filter the audience based on their age, education, location, job experience, job title, and many more. Based on these requirements of the advertiser, the ad will be deployed on relevant content.
2. No Retargeting
Problem: Retargeting plays a crucial role in advertising by reaching out to potential customers who have already shown interest in a brand or product. However, when advertising on children’s content, due to privacy concerns and regulations advertisers can’t retarget them.
Retargeting can be accomplished because contextual targeting relies on content.
Solution: Contextual targeting allows advertisers to focus on the content itself rather than individual user data. By analyzing the context of the content, advertisers can deliver relevant ads to the intended audience without relying on personal information or tracking cookies. This approach enables effective retargeting based on the content that aligns with children’s interests and preferences.
3. Ad Wastage
Problem: Ad wastage occurs when ads are shown to irrelevant audiences, resulting in inefficient spending and decreased Return on Investment (ROI). In kids-themed advertising, it is crucial to ensure that ads are reaching the right audience to maximize their impact.
Relevancy is the key to reduce ad wastage.
Solution: By analyzing the content and understanding the themes, keywords, and context of kids-themed content, advertisers can ensure their ads are displayed to the most relevant audience. With the help of frequency capping contextual targeting reduces ad wastage by not targeting the non-engaged audience. Further, advertisers can optimize the campaign to target only interested audiences.
3. Wrong Ad Placement
Problem: Placing ads in inappropriate or irrelevant contexts can harm a brand’s reputation, especially when advertising to children.
The contextual targeting approach eliminates the chance of wrong ad placement
Solution: By leveraging contextual ads, advertisers can deliver their ads in an environment that is relevant and suitable for kids. Contextual targeting offers brand safety and suitability. With content analysis it ensures brand safety and the exclusion list acts as an additional layer of protection. This list is prepared based on the brand’s risk-taking capabilities.
How to Reach Target Audience Contextually?
Silverpush offers cutting-edge technology Mirrors, the next-generation artificial intelligence. It works on contextual triggers, faces, logos, emotions, on-screen text, actions, objects, and location. These contextual triggers work on two broad content categories: video and text.
For example, a baby brand wants to target the audience on Facebook for its new baby powder. With the help of contextual triggers, a brand can reach its target audience. The triggers may include The face of Mason Smith (parenting influencer ), the logo of First Cry, Johnson’s Baby, objects like Baby toys, Baby products, and actions like women bathing a baby, and men combing baby hair.
The AI will scan thousands of pages. During this process, it will perform word-by-word and frame-by-frame scans to identify contextual triggers. Post selecting high-performing pages, triggers, and brand safety guidelines, AI technology will place the most suitable ad.
Brands can utilize this opportunity to advertise on YouTube, Facebook, and Openweb.
Semantic analysis, Natural Language Processing, Dynamic Creative Optimisation, image annotation, and several other compilations of technologies ensure the right moment, platform, creativity, and audience.
Advertising to children requires a strategic approach that takes into account the challenges and sensitivities involved. Contextual targeting offers a viable solution for advertisers looking to advertise on kids-themed content.
By leveraging the power of content analysis, advertisers can ensure transparency, retargeting, reduce ad wastage, and eliminate the risk of wrong ad placement.
As the advertising landscape continues to evolve, contextual targeting provides a valuable tool for advertisers seeking to connect with young audiences while maintaining brand integrity and responsibility.
FMCG Industry Advertising Future: Capitalise the Power of RelevancyPUBLISH DATE: 26 May 2023
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 be Benefitted 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.
Mirrors scan the blogs and videos, word by word and frame by frame. The AI-powered technology works on six detectors, renowned faces, logos, locations, emotions, objects, and actions to place the relevant ads.
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.
To extract contextual signals that enable the distribution of real-time, in-the-moment advertising for outstanding results, Mirrors carefully select and examine brand-safe Facebook pages. Models for Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP) are used to do this.
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.
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.
Cricket and Advertising: Winning Strategies for the 2023 World CupPUBLISH DATE: 12 May 2023
Cricket is Life. Everything else is just a game.
With 2.5 billion estimated followers, cricket is the second most popular sport around the world. The upcoming 2023, ICC Men’s Cricket world cup has already generated excitement among fans.
The ICC Men’s Cricket World Cup isn’t a tournament that viewers enjoy; rather, it is a festival for brands to establish a rock-solid awareness. Brands have a cut-throat competition to grab the attention of the dedicated audience.
In 2019, 94% of the sports AdEx was from cricket, highlighting the popularity of the sport among advertisers. The online streaming of the matches brought a new advertising field when the World Cup was first streamed on an OTT platform in 2015. Indian advertisers alone were expected to spend more than 400 million, and Star India expected TV and internet revenues to be around Rs 2,100 crores. Along with e-commerce, gaming, soft aerated drinks category, cellular phones, wires & cables, and perfumes & deodorants were some popular categories that were on top of TV advertising. Brands paid 20 lakhs onwards for 10-second ad spots, and the sponsorship package was for 40 crores onwards.
How Brands can Capitalize 2023 World Cup Opportunity?
The 13th 50-over ICC Men’s Cricket World Cup will take place in 2023, with India serving as the host nation. The quadrennial tournament is scheduled to take place in 2023, with India serving as the host nation for a record-breaking fourth time.
The format of the tournament will be round-robin before the knockout rounds, like the 2019 competition in England and Wales.
World Cup is the best time to tap into the audience’s mind and create a brand’s presence. Advertisers can use omnichannel advertising strategies to engage with the audience across all platforms and channels during the World Cup.
Some ways to capitalize are:
Traditional Methods Include
1. Sponsorship – Brands can become official sponsors of the tournament. A recurring brand recall can be easily created as brands will be promoted alongside the event branding.
2. Television Advertising – There is a drop in this field of advertising but millions of people are still glued to tv screens when there is a match, especially in remote areas. By creating strong tv ads brands can have the ever-lasting memory for the audience.
The “Mauka Mauka” ad campaign created a huge brand recall in 2015 and 2019 irrespective of the results. The notable point is when the first advertisement appeared on YouTube in 2015. it received more than a million organic views in the first 12 hours of being live.
Digital Methods Include
1. Video Advertising: People eagerly wait to grab any information during a cricket match. From watching a live cricket match on the OTT platform to watching highlights on YouTube, videos get the center of attention. Advertisers can leverage this attention by using different ad formats available on YouTube.
2. Social Media Advertising: During cricket tournaments, social media platforms, Instagram, Facebook, Twitter, and LinkedIn are flooded with the updates. These platforms offer various advertising opportunities which an advertiser can utilize to benefit themselves. Based on the demographics, advertisers can target specific audiences.
3. CTV Advertising: A huge set of audience is shifting from traditional Tv streaming to connected devices. This is an advantage for advertisers as CTV allows granular targeting. This means with the right message, advertisers can reach their target audience exactly where they are.
Another interesting advertising element present for the 2023 World Cup is contextual targeting. In 2019, the news of the phase-out of third-party cookies was spread. This led advertisers to look for an alternative. But during 2019, contextual advertising was not in the picture. However, with time this form of advertising proved to be a beneficial alternative. Combining the power of contextual advertising and the World Cup together can bring outstanding results.
Mirrors is a flagship product of Silverpush which is helping brands reach their target audience on different channels in the most contextual way possible.
How Brands can Leverage the AI-Powered Technology, Mirrors?
Studies have proven that 63% of users prefer relevant ads and it makes them engage with the brand. This also results in higher ROIs and ROAS.
To place relevant the human-augmented technology work on six triggers, renowned faces, brands logos, action, objects, emotions, and locations.
With contextual advertising, advertisers can easily engage the audience on each platform without interrupting their viewing experience.
Mirrors for YouTube
People are glued to the screen when it’s time for the world cup. Men’s CWC 2019 live coverage crossed a cumulative average audience of 1.6 billion viewers on a global scale. The average watched time per unique viewer was 42% higher than in 2015. This leaves advertisers with the hope that it will be much higher for 2023.
To leverage the attention of the large audience the human-augmented technology, Mirrors is trained to place ads in the most relevant manner. With the help of computer vision, the AI will recognize the in-video triggers and will place the most suitable ad that aligns with the content consumed by the user.
Mirrors for Facebook
Mirrors similarly work for Facebook. But while extracting insights based on visual triggers it also dives into the context of the text.
Keyword-based targeting reduces the reach of a campaign by blocking the content based on keywords, contextual targeting understands the context of the word being used. This enhances brand safety as well as increases the ad placement opportunity.
The World Cup is a complete package for advertisers to promote. Brands have a fantastic chance to expand their awareness and connect with a global audience during the World Cup. With the popularity of cricket at an all-time high, advertisers must take advantage of this trend and develop effective marketing campaigns that connect with their target market.
We can claim that brands could expect improved ROIs and reach during 2023 ICC Men’s Cricket World Cup by harnessing the power of contextual advertising.
Play Safely: Strategies for Brand Safety in In-Game AdvertisingPUBLISH DATE: 30 April 2023
Video games have always engaged a large audience, especially GenZ, and millennials. This gives advertisers and brands an opportunity to innovatively establish a solid brand recall.
As gaming devices continue to gain popularity and offer more opportunities for brands to reach their audience, the global gaming market is predicted to grow at a CAGR of 9.9% from 229.39 billion in 2022 to 252.10 billion in 2023. Additionally, it’s projected to reach 401.32 billion by 2027 at a CAGR of 12.3%.
The gaming industry is in an evolving phase and advertisers must explore this in-video game advertising. The primary reasons are:
- The gaming industry has a huge audience base who play games on different devices. This means brands have more than one opportunity to reach their targeted audience.
- With a large audience reach, the gaming industry has a loyal fan base. According to a study, in-gaming advertisements had influenced 44% of gamers to engage with brands.
However, this pool of advertising opportunities will require brands to focus more on brand safety.
What are the Key Components of Brand Safety for In-Video Gaming Advertising?
Measures taken to protect the brand image are known as brand safety. This is done to protect brands from irreparable damage as we had a few examples in the past of how the brand’s reputation was damaged beyond repair due to ad placement next to inappropriate content.
Interactive Advertising Bureau (IAB) has shared an impactful framework for advertisers which can help them in ensuring brand safety.
1. Contextual Targeting:
The process to phase out third-party cookies was started years ago. This was done to abide by the privacy of the user. Amidst the evolving landscape of advertising, advertisers began to rely on contextual targeting which resulted in higher brand engagement. In-video gaming advertising, advertisers must rely on contextual advertising to be profitable as the AI-powered technology ensures that the ads appear to the relevant content. A customized blocklist is prepared but unlike keyword-based targeting, the AI understands the context of the keywords used like a human mind. This increases the advertising opportunity, brand safety, and audience engagement with the brand.
2. Partner Selection:
Brands look for partners who would help them in setting up the ads in the video games. But before finalizing the partners, brands must evaluate them based on their game quality, advertising ecosystem, and compliance with General Data Protection Regulation(GDPR) and Children’s Online Privacy Protection Act (COPPA) regulations. It’s also essential to review the game’s content for any violent or inappropriate content that doesn’t align with the brand’s values. Advertisers should request a comprehensive explanation of the partner’s brand safety policies and a block list of prohibited advertisers or services.
To enhance your brand safety, you perform the following steps to ensure multi-level verification. Use a combination of the following verification tools:
- Viewability – This will help you get the percentage of ads seen by your audience. This tool ensures that your ad is seen by the target audience.
- Fraud detection-This tool will help you in identifying and preventing fraud. It will detect invalid traffic, bots, and any fraudulent activity which has the ability to impact your campaigns.
- Brand Safety Protection- This tool will add an additional layer of protection for contextual targeting. The tool will ensure that your ads aren’t displayed against inappropriate content.
- Audience Verification- This tool will give you insights into the audience who have seen your ad.
3. Ad Placement and Monitoring:
A key component of brand safety in video game advertising is ad placement. To prevent any unfavorable connotations with the brand, advertisers should make sure that their adverts are positioned in the proper areas inside the gaming environment.
For instance, advertisements for gambling or alcohol shouldn’t be included in kid-targeted games since they might expose kids to unsuitable content and harm the reputation of the company.
In a similar vein, advertisements for graphic or explicit content need to be kept out of games targeted only at adults. To make sure that their advertising is neither obtrusive nor disruptive, advertisers should also take the context of the gaming environment and the entire user experience into account.
Apart from the placement advertisers should keep a close eye on their campaigns to ensure they are not running in inappropriate places. Utilizing technology solutions and collaborating with partners to resolve any problems that may occur be part of this. For instance, advertisers may check ad placement and look for any possible brand safety issues using third-party technologies. They may also closely collaborate with their partners to resolve any problems and make any necessary modifications. In order to track success and pinpoint any areas for improvement, advertisers should also set up clear reporting tools. Advertisers that regularly report on their campaigns can better spot potential problems and take proactive steps to solve them before they become a problem.
The gaming industry is on the rise and in the coming years gamers will be a prominent and much larger community. Advertisers must explore this evolving landscape of advertising while they focus on brand safety.
Video Contextual Advertising: Everything You Need to KnowPUBLISH DATE: 17 March 2023
Explore the world of in-video contextual advertising and master in creating engaging and personalized contextual ads for exceptional customer engagement.
As per current data, there are 3.1 billion digital video viewers worldwide, and online video is projected to account for 82.5% of all web traffic by 2023, making it the most preferred type of content on the internet.
With the increasing popularity of video content, more and more marketers are leveraging this medium to showcase their ads and expand their reach.
However, it’s crucial to note even the best advertisements, which have a feel-good factor about them, don’t perform well if they are fitted into irrelevant contexts.
Even a report from the University of Oxford supports this point. It observed that cheerful ads when inserted in between a gloomy part of the video don’t create much impact.
That’s why it’s important for advertisers to connect with viewers and convey their message in a relevant context. By carefully choosing where to place their ads within videos, advertisers can increase their revenue and create a more impactful experience for their target audience.
In this blog, we’ll take a closer look at what in-video contextual advertising means, its modus operandi, the benefits it offers for both advertisers, and some best practices for using this advertising method effectively.
What is In-Video Contextual Advertising?
In video contextual advertising, ads related to the content being seen or read are placed to ensure better connections with the audience.
Video ads can have more impact through in-video contextual advertising where in-video ads are placed relevant to the content being played out in the video.
This ensures that the viewer finds the advertisement to be closely related to what is being seen, and therefore, would be more interested in knowing the product.
They are typically triggered by specific keywords or phrases that are relevant to the video’s content, which helps ensure that the ads are relevant and engaging for the viewer.
For example, you’re watching a cooking video on YouTube. As you watch the video, you may notice that there are ads that appear within the content itself, such as a sponsored product placement for a particular brand of cookware or ingredients.
These ads are contextually relevant to the video content and provide value to the viewer by offering solutions or recommendations related to the topic at hand.
How Does In-Video Contextual Advertising Work?
Contextual advertising within videos relies on contextual data to deliver relevant and targeted ads to viewers, based on the content they are watching. To achieve this, advertisers often partner with specialized contextual advertising companies like Silverpush, which have expertise in placing in-video contextual ads.
Silverpush’s flagship product, Mirrors is the world’s first in-video context detection technology. This hyper-contextual technology allows for more precise and effective ad placement within videos, resulting in a more engaging and personalized viewing experience for the audience.
Powered by AI, Mirrors performs frame-by-frame video analysis to extract the right context. It detects faces, brand logos, objects, actions, and other context signals for a nuanced level of targeting at the video level and places ads accordingly.
In the past 5 years, Mirrors has processed 1.5B+ videos and built its own historic data intelligence to accurately determine which context performs best in each country. To know more about Mirrors and how it can help you in reaching your targeted audience, fill out the form on your right and an expert from our team will soon contact you.
Benefits of In-Video Contextual Advertising
There are many benefits to using in-video contextual advertising for both advertisers and brands. Some of the key benefits include:
1. Relevance: In-video contextual advertising ensures that ads are relevant to the content that viewers are currently watching. This helps increase engagement and can lead to higher conversion rates for advertisers.
2. Non-Intrusive: In-video contextual ads are seamlessly integrated into the content itself, which makes them less intrusive and more enjoyable for viewers.
3. Cost-Effective: In-video contextual advertising can be more cost-effective than traditional video advertising because it allows advertisers to target specific audiences more effectively.
4. Increased Revenue: In-video contextual advertising can increase the revenue of brands by experiencing an uptick in their ROI.
Best Practices for In-Video Contextual Advertising
If you’re considering using in-video contextual advertising as part of your marketing strategy, there are a few best practices to keep in mind:
1. Choose the Right Platform: There are many different platforms and networks that offer in-video contextual advertising, so it’s important to choose one that is a good fit for your audience and budget.
2. Keep it Relevant: Make sure that your ads are contextually relevant to the content that viewers are currently watching. This will help increase engagement and conversions.
3. Don’t Be too Intrusive: In-video contextual ads should be seamlessly integrated into the content itself, without being too intrusive or disruptive.
4. Monitor Performance: Keep a close eye on how your ads are performing and make adjustments as needed to optimize for better results.
Unlock your Revenue Potential with Mirrors In-Video Contextual Advertising
Mirrors’ cutting-edge in-video context detection technology can help your brand place the right content at the right time in a video, increasing the likelihood of your ads resonating with viewers.
With Mirrors, you’ll be able to create a more engaging and personalized viewing experience, resulting in more impressions and clicks on your ads. Don’t miss out on this opportunity to elevate your brand’s advertising game. Contact us today!
Mirrors Brand Safety – Silverpush’s Brand Safety PlaybookPUBLISH DATE: 17 May 2022
Over the last few years, the term Brand Safety has exploded in its use, especially when describing the digital advertising. Today, brands are not only cautious about their content but they are also focusing on the environment and platform in which their advertisements are being placed.
In a 2019 study by Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI), it was revealed that around 80% of consumers will stop or reduce buying products in which the advertisements were placed across harmful or offensive content, whereas around 70% directly blamed the brand or the agency for ads over sensitive content. With flood of harmful content floating on the internet these days, various advertisers are looking for an effective brand safety solution when it comes to contextual advertising.
Silverpush’s Focus on Brand Safety
Various brand safety solutions that advertisers are currently using aren’t offering desired results. Silverpush’s brand safety solutions are focused on preventing damage to brands’ image: Mirrors Brand Safety. It’s an effective AI-powered technology that offers various sort of safety and suitability solutions to the advertisers. This is effective enough to ensure a good level of brand safety.
How do Mirrors Brand Safety Work?
Mirrors Brand Safety is an AI-powered in-video context detection service that offers brand protection solutions that are unique to you, providing utmost protection from harmful or inappropriate video advertising environments.
It uses computer vision to filter out brand-specific, pre-defined, harmful content. Besides this, it also offers controls beyond custom blanket exclusion measures.
What makes Mirrors Brand Safety Unique?
With some other brand safety solutions available in the market, what makes Mirror Brand Safety set-apart from others? This not only promises brand safety but also delivers brand-suitable environment. Some of the other features which makes Mirror brand safety unique on its own are –
Context relevant omission
The intensely trained AI models detect custom-defined inappropriate or unsafe contexts like actions, objects, faces, and scenes in a streaming video.
Utmost Brand suitability
Mirrors Brand Safety high-grade algorithm offers a comprehensive brand suitability solution, that not only measures the safety and suitability of the content, but also the page and the channel.
Ad placement control
Mirrors Brand Safety controls and analyzes all video ad placement, right before an impression is served. It leads to utmost brand suitability and safety for ad campaigns.
It helps in getting an accurate pre, mid, and post-campaign analysis. Predefined elements can be seen in your dashboard with Mirrors amazing depth charts for visual details.
Why Mirrors Brand Safety should be Every Marketer’s First Choice?
A brand safety solution that uses AI-powered contextual advertising is not only the best but also the most effective and advanced solution to major brand safety problems. AI-powered contextual brand safety technology – Mirrors Brand Safety accurately comprehends nuances in context, and perhaps, does not leads to over-blocking of the content, unlike traditional solutions.
Other than just harmful contexts such as obscenity, terrorism, etc., Mirrors Brand Safety can also identify brand-defined inappropriate content, thus offering brand suitability with brand safety.
If you’re a marketer who’s looking for a brand safety solution that is intensely effective, does not block suitable content, and doesn’t kill an ad campaign’s reach, then you should go for the AI-powered contextual brand safety solutions – “Mirrors Brand Safety.”
How do Images and Videos Help Deliver Contextual Ads?PUBLISH DATE: 13 May 2022
Contextual advertising or contextual targeting means displaying ads on a website that is relevant to the page’s content. An example of contextually relevant ads can be serving ads to buy movie tickets or signing up for a movie streaming service on a movie review blog.
With third-party cookies on the verge of complete phase-out, brands are looking out for alternatives to it. There is nothing better than contextual ads that do not require any user’s data, thus respecting the user’s privacy completely.
The best way to use contextual ads is to deliver them on images and videos, as they form the most interesting form of content. Do you want to know how? For that, keep reading!
But before moving forward let’s dive into the details and understand what is contextual advertising and how important it is in today’s era.
What is Contextual Advertising?
Contextual advertising refers to the placement of a display advertisement on websites that are closely related to the product being advertised. As a result, the content of the ad is closely tied to the content of the site/page.
Most importantly, it aids in targeting the right audience at the right time and place, converting them, and increasing ROI. An example of this is displaying utensil ads in a home décor magazine.
Importance of Contextual Advertising in the Adtech Industry?
The benefits of contextual ads make it one of the greatest advertising methods, outweighing all other types of advertising approaches. Let’s find out what they are.
- Easy and Cost-Effective Advertising Method
Because behavioral advertising needs a large amount of data, methods for obtaining and interpreting it, tactics for exploiting it and people to enhance the process, are all required.
This strategy, however, is impractical for organizations with limited resources and client data. In its place, contextual advertising provides a simple and low-cost alternative, as well as a level of relevance in its own right.
- Brand Safety & Suitability
Behavioral advertising raises serious concerns about brand safety and brand suitability. Contextual targeting, on the other hand, places the web page where the ad appears at the center of the campaign.
It is also totally up to you to choose the themes, subtopics, and keywords. This reduces the likelihood of your ads following a user to a site where they do not want to see the ads and where you do not want them to appear.
- Prioritizing User Privacy
Contextual advertising is one of the most effective ad delivery tactics since it does not require any sensitive personal information. This is safer for advertisers who want to guarantee that their ads are compliant with the privacy laws.
- Relevant But Not Pushy
Some firms’ ads follow customers long after they have purchased something. Poor advertising results when advertisers constantly target their customers. Contextual ads help to keep relevance without annoying the viewer.
A user is less likely to feel followed by advertising if it is related to the material they are now seeing. Even though the advertisement follows the user around, it is much less obvious when it is contextually appropriate.
- Context Matters More Than Behavior
Advertisers recognize that customization is a powerful marketing tactic. This is just because it makes an advertisement more relevant. Furthermore, an ad adapted to previous behavior isn’t necessarily totally relevant to present desires or requirements.
Role of Images and Video in Delivering Contextual Ads
Images and videos are highly interesting and most sought after forms of online content. AI-powered solutions are now available that deliver contextual ads against online images and videos, thus generating high engagement.
Such contextual advertising solutions offer intelligent in-video context detection tech that identifies faces, logos, objects, places, actions, on-screen text and audio for a nuanced targeting of videos and images.
The AI-driven and human-enhanced contextual video advertising technology helps brands reach their target audience at the correct time and in the right context.
The deeply trained proprietary AI models also detect custom-defined unsafe contexts in streaming videos and don’t display your ads against them. These videos are divided into different categories including smoking, adult, violence, crashes, guns, terrorism and others.
Content-aligned ad placement, brand safety, and customized brand compatibility are all ensured during the process, as is reaching the widest potential audience.