$5.6 billion of digital ad spend was wasted in 2022: Are you Doing it Right?PUBLISH DATE: 17 November 2023
As someone who creates a bunch of ads, both traditional ones and some really out-there experimental ones, you’ve always had this nagging question in your head. It’s like, are your efforts actually hitting the mark, or are they just disappearing into the online void?
According to a report of Digital Media Wastage by Next&Co’s, a staggering $5.6 billion of digital ad spend was wasted in 2022, constituting 41% of the total digital ad spend. Specifically, in the realm of connected TV, LG Ads discovered that brands often allocate 50% of their campaign budget to target just 10% of the available audience.
Against the backdrop of current economic uncertainty, the urgency to address media wastage becomes even more apparent. It is crucial to invest each dollar intelligently, ensuring that it delivers maximum value.
What does “media wastage” actually mean?
To put it simply, media wastage means utilizing your marketing budget to reach consumers who aren’t your intended audience. It’s like buying winter coats for people living in a tropical climate – not the most efficient use of your resources, right? Media wastage can mess up any digital campaign, whether it’s a pay-per-click or a video ad, so everyone needs to watch out for it.
And it’s not just about the money. Ads placed alongside misaligned content can actually make consumers less likely to buy, whereas matching ads with the right context can boost the likelihood of purchase by 8%.
Now, I can almost hear you asking: “If my ad ends up reaching folks who aren’t really interested in my product, how much damage could it really do?” In the world of marketing, every cent matters. Especially, when we are talking about billions of dollars going down the drain every year, it’s not just a small problem. It’s like a big wave that’s sweeping away potential returns – your potential returns.
How to Maximize Impact and Reduce Media Wastage from your Advertising Campaigns?
It’s not only about showcasing your creative skills or staying in sync with the newest trends; it’s also about effectively managing your resources. As mentioned earlier, every dollar wasted in media inefficiency could have been used for a more targeted and influential campaign. That money could have gone into improving your product or elevating the overall customer experience.
Beyond One Size Fits All: Mastering Audience Reach with Custom Creatives
Effectively connecting with audiences through personalized creative content is crucial. According to a study by Barraza, contextually aligned ads were 93 percent more memorable than misaligned ads. Thus, it clearly depicts that aligning ads with congruent content, rather than simply placing ads where there are larger audiences, ensures a higher return on investment.
By utilizing top-notch brand suitability and contextual targeting technologies like Silverpush, brands and advertisers can be confident that their purchased impressions match with the most fitting content. This strategic approach ensures that every dollar spent yields the maximum number of positive impressions through brand suitability and contextual targeting.
It’s essential for brands to recognize that the era of niche targeting is here. Campaigns now focus on delivering custom-made creativity to smaller, niche audiences through brand suitability, contextual targeting, and inclusion lists. Audiences respond more positively to advertising content that resonates with their interests, while a broad approach only results in wasteful spending.
Inclusive Precision: The Path to Sustainable Advertising and Waste Reduction
In an era of careful advertising, some brands and advertisers have avoided addressing crucial topics such as race, gender, and religion by using block lists. Unfortunately, this approach also results in creators focusing on these issues, mainly from diverse communities, being blocked, leading to the exclusion of their content from reaching diverse audiences.
The significance of diverse audiences cannot be overstated. Overly cautious block lists have, for too long, prevented these potential audiences from engaging with brands’ content. According to a new survey from Top Design Firms, nearly two-thirds of consumers (64%) are at least somewhat likely to purchase a product immediately after seeing it advertised if the brand embodies diversity and inclusion.
Developing customized and well-researched inclusion lists enables brands and advertisers to support diverse creators and audiences. Investing in diverse audiences through inclusion lists not only aligns with the principles of inclusion and diversity but also proves financially beneficial by reducing media wastage.
Aligning Your Message with Consumer Preferences
While progress has been made in addressing underrepresentation in video advertising content, the issue of media wastage extends beyond mere representation. It’s time for brands and advertisers to adopt diverse and conscious strategies in every aspect of their campaigns, from building and ideation to targeting and brand suitability methodologies.
For multicultural marketers, being able to rely on high quality ad tech that can help you identify and target your chosen audience is a must. This means looking for partners that not only have firsthand experience and expertise working with the audiences you’re trying to attract but also have a sophisticated platform that will enable you to reach them at scale.
Mirrors’s cutting-edge AI-powered technology uses a combination of contextual signals to reach your most relevant consumers at the right moment/context. The cutting-edge visual intelligence identify multicultural triggers that can work wonders for your ad campaign:
Faces of micro-influencers – Due to their ability to connect with niche communities and engage with their followers on a more personal level, brands can leverage Mirrors hyper contextual targeting solution to detect faces of micro-influencers for a high level of engagement.
Logos of minority communities-owned brands – By detecting logos of minority community-owned brands, channels & other relatives in your advertising demonstrate a commitment to representation and inclusivity. It sends a strong message that your brand supports and values diversity, which can resonate positively with multicultural audiences.
Language – Recognizing the linguistic diversity within multicultural communities is important and audiences seek out brands that localize their content to give it a more personal touch. Language-specific advertising demonstrates respect for cultural diversity and enhances the overall impact of the campaign.
Regional channels – Regional channels often create content that is specific to the local culture, language, and interests of their audience. By advertising on these channels, brands can align their messaging with the cultural context and create content that resonates with the viewers. This relevance enhances the effectiveness of the advertising campaign and fosters a stronger connection with the target multicultural audience.
These considerations go beyond words and contribute to the impactful social messages brands convey, all while maximizing the ROI for campaigns.
Media wastage is a widespread industry challenge, but addressing it requires a reassessment of advertising practices. An essential step is ensuring a brand’s content resonates with the correct audiences through high-standard brand suitability and contextual advertising. Brands and advertisers should break free from the constraints of cautious advertising by embracing more rewarding inclusion lists. Taking a conscious and holistic approach to advertising is crucial for reducing media wastage and fostering a positive advertising ecosystem for everyone involved.
Want to cut down on media waste and boost your ad campaigns’ ROI? Reach out to us to get started!
The Role of Context in AdvertisingPUBLISH DATE: 18 September 2023
In the ever-evolving world of advertising, it’s not just what you say but where you say it that matters.
Consumer behavior is rapidly evolving due to which advertisers have been forced to take a deeper look at ways of their advertising. The ban of third-party cookies by the big browsers gave a rise to revolution in the advertising approach where advertisers have been adopting the age-old method which is Contextual Advertising.
In this blog post, let’s dive deep into the crucial role that context plays in advertising.
Understanding Context in Advertising
In the world of advertising, context refers to the environment or circumstances in which an ad is presented to the audience. This can encompass a wide range of factors, including the time, place, culture, and the specific audience the brand is targeting. Understanding context is vital for advertisers because it shapes the way people perceive and respond to their messages.
According to Nielsen research, consumers are more receptive to contextual advertisements when they are presented in relevant contexts. For instance, if an individual visits a sports website to check football scores, they may encounter advertisements related to football jerseys or local sporting events.
The advantage of contextual advertising lies in its focus on the content viewers are engaging with, rather than targeting specific individuals. This approach ensures that audiences receive advertising that aligns with the content they are consuming, reflecting their interests in the process. Furthermore, contextual advertising does not compromise user data, offering a practical and privacy-friendly solution in a world without cookies.
Contextually relevant ads help advertisers reach a wider segment of the audience as they target anyone who is engaged with the relevant content. Contextual ads leverage the already generated interest of the target audience which may trigger the user to take the desired action.
Since we have gained a foundational understanding of the concept, let’s dive into the benefits advertisers can gain with contextual advertising.
Benefit 1: Context and Cultural Targeting
Multicultural targeting has also gained significant popularity in recent times and one of the most significant aspects of multicultural targeting is cultural context. Different cultures have unique values, traditions, and beliefs that can significantly impact how advertising messages are received.
For instance, what might be humorous in one culture could be offensive in another. This further keeps advertisers on high alert to ensure their ads resonate positively with their target audiences.
Contextual advertising can help advertisers target specific communities by tapping into the personas and passion points that resonate with them.
Benefit 2: Context and Personalization
When ads are relevant to the content consumed by the consumer it adds personalization for the consumer. 80% of consumers are more likely to buy from a company that provides a tailored experience and 72% of customers will only engage with personalized messaging. Contextually relevant ads provide user with a personalized experience which increases the chances of their engagement.
The Contextual Solution: Mirrors
Silverpush a leading ad-tech organization, offers Mirrors technology.
The next-gen AI-powered technology offers a comprehensive webpage scanning capability that encompasses text, images, and videos. Powered by Natural Language Processing (NLP), it can identify keywords and categorize the content. Additionally, this AI-driven technology utilizes frame-by-frame analysis to recognize elements within images, such as faces, logos, and various activities.
Moreover, Mirrors employs semantic analysis to extract meaningful information from webpage content. This includes discerning emotions and identifying instances of sarcasm. The information extracted through this process plays a pivotal role in the delivery of tailored advertisements that are relevant to the content.
In the fast-paced world of advertising, context is the glue that holds it all together. Contextual advertising has emerged as a sustainable choice for advertisers in these evolving times where they have to deliver personalized ads without invading the privacy of the user.
Unlocking the Power of Hispanic Heritage Month: A Guide for AdvertisersPUBLISH DATE: 13 September 2023
With $2.5 trillion worth of buying power, the Hispanic market is no longer a niche market, but a ‘new majority’.
The Hispanic population currently stands at 62.65 million which is nearly 20% of the U.S. population. Projections suggest it will reach 111.22 million by 2060, playing a major role in U.S. population growth.
The Hispanic audience in the United States is a diverse and affluent group that is quickly becoming one of the most influential markets. However, many advertisers have yet to tap into this market.
By understanding the diversity of the Hispanic community and what matters most to them, advertisers can connect and engage with this valuable audience. This is an essential strategy for brand growth.
Hispanic Demographics: A Growing Influence
- The Hispanic and Latino demographics saw the fastest growth, with 2.4 million households earning over $150k annually, a 13% increase. They also hold a significant presence in the income bracket just below, with 3.6 million households earning between $90k and under $150k, comprising 14% of that category.
- As a group, U.S. Hispanics’ GDP is expanding faster than those of Germany, U.K., France, and Japan.
Hispanic and Latino Americans hail from a wide array of backgrounds, encompassing countries in Latin America, the Caribbean, and Spain. Within this community, one can find a mosaic of cultures, languages, traditions, and religions. This multifaceted diversity is joyously celebrated throughout the month with a kaleidoscope of festivals, music, dance, art, and cuisine.
However, when it comes to brands and advertisers, there seems to be a common oversight in their approach of targeting them in spite of so much potential. This overlook could be due to the challenges faced by the advertisers.
Here are some cultural insights that are effective in increasing enjoyment and engagement with your ads among U.S. Hispanics.
Celebrities and influencers: Charismatic celebrities and influencers can help you introduce your brand or products to Hispanic consumers. When choosing an endorser, make sure they are a good fit for your brand and that their values align with yours.
Tap into Music and cultural affinity: Use music and other cultural touchpoints to connect with Hispanic consumers on an emotional level. This could involve using Spanish-language music, featuring Hispanic artists, or incorporating cultural symbols into your marketing materials.
Create escapist marketing campaigns: Hispanic consumers are drawn to marketing campaigns that offer a sense of hope, adventure, or nostalgia. This could involve creating a fantasy world, telling a heartwarming story, or tapping into a shared cultural experience.
Family-focused: Family is a central value in Hispanic cultures. When marketing to Hispanic consumers, make sure to highlight the importance of family in your messaging. This could involve showing families spending time together, celebrating holidays, or overcoming challenges.
Community: Hispanic consumers are more likely to support brands that are involved in their communities. Get involved in local events, donate to Hispanic charities, or sponsor Hispanic-focused organizations.
Challenges and Pitfalls in Multicultural Advertising
Multicultural advertising also presents unique challenges. Here are some common pitfalls and potential obstacles that businesses may encounter, such as –
Overgeneralization – The Hispanic community is a diverse community in itself. While targeting the community advertisers often opt for a “one-size-fits-all” approach and do not acknowledge that individuals within the same Hispanic ethnic group can vary significantly. This results in an overabundance of cultural touchstones from one country and alienating another country in the process. Or, more drastically, targeting Latinos and calling them Hispanic and vice-versa.
Language barriers pose a significant challenge when it comes to advertising to the Hispanic community. This is because the community comprises various Spanish dialects, bilingual individuals, nuanced cultural differences, varying levels of acculturation, and flexible language usage. Mere translations may not effectively convey the intended message and can even lead to offensive content.
Understanding the cultural norms, values, and social dynamics of the target audience is essential for creating advertisements that resonate and hold meaning for them.
Additionally, multicultural advertising should prioritize accurate and inclusive representation. This means showcasing a variety of voices, perspectives, and experiences in advertisements.
So, how can advertisers overcome these challenges?
Tailored Solutions to Reach Hispanic Consumers with Hyper-Contextual Targeting
Even well-crafted creative campaigns targeting the U.S. Hispanic community may falter if they are not strategically placed where the audience can easily access them.
In today’s advertising world, where businesses rely on first-party and contextual data to reach their target audiences, it is important to partner with organizations that have valuable insights into the Hispanic community. These partners should have data on the community’s various segments, individual consumers, and interest trends. They should also have the technology to activate this data and deliver relevant marketing messages to Hispanic consumers.
Silverpush presents cutting-edge AI technology, Mirrors, which can play a pivotal role in precisely targeting the multicultural audience. The next-gen AI technology is the first-in-video visual and audio detection technology that uses a combination of contextual signals to reach your most relevant consumers at the right moment/context.
The advanced AI technology identifies personas using demos, cultural signals, core values, and content preferences. We analyze 20+ languages and entertainment choices (e.g. Telenovelas, movies) in Spanish & English. Furthermore, their passion points are identified by analyzing the activities and areas of life of people having deep interest & prioritize when spending their time, money, and attention. Eg-Family, Emotions, Sports, Music, Food, Important Dates.
What Including Hyper Contextual Targeting For Multicultural Advertising Do for Your Brand?
Relevant advertising is what users want. They want to see ads that are relevant to their interests and needs at the moment. Inclusive advertising, when done right, can build trust, loyalty, and drive purchase intent.
It’s clear that U.S. Hispanics are a massive force, driving the economy and influencing the future. As the fastest-growing adtech company, Silverpush has the products and capabilities to help brands engage with America’s growth engine in-culture, in-language, and across touchpoints. From unparalleled ratings momentum to the recent launch of the biggest Spanish-language streaming brand in the world.
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.
Discover How Advertisers can Ace Their Video Ads With Creative AutomationPUBLISH DATE: 27 July 2023
Step into the ever-evolving world of online advertising, where video ads have seamlessly integrated themselves into our digital landscape. The target audience finds no respite, constantly exposed to these ads regardless of their location or activity. Behind each of these ads lies a tremendous effort, with designers painstakingly pouring hours into perfecting the visuals, discarding countless alternatives along the way. Marketers, too, have their part, carefully approving the final ads, hoping for that sought-after engagement.
But here’s the catch—despite all this effort, advertisers are facing an uphill battle in driving engagement. The human brain only retains a meager 3% of most ads it encounters. And that’s not all.
Our audience is bombarded relentlessly with the same repetitive ads, leading to a phenomenon known as “ad fatigue.” In a world where media moves in real-time, brands struggle to keep pace with consumer expectations, forcing them to churn out content in a constant battle for attention. A challenging task, indeed!
So how can advertisers secure a place in that 3%? Well, the answer is simple, focus on interactive video creatives.
How does Creative Play a Role in Driving Engagement?
Ad creatives play a crucial role in ad campaigns. The audience engages with what they see. Before reading the text they analyze how your ad is appearing and if it pleases their eyes it drives them towards the engagement.
The above statistics have already proven the point that if your ad is capable of captivating audience attention that it can surely drive engagement.
The conventional methods of creative production are no longer viable due to generic ad experiences and inconsistent designs. Brands now seek a more efficient alternative and creative automation has been a powerful resource.
Let’s dive in and understand creative automation is playing a crucial role! but first, let’s understand the basics.
What is Creative Automation?
In simple language, creative automation is the use of software to automate the creation and production of creative content. This can include things like design, copywriting, and video editing.
65% of marketers who have adopted creative automation have seen an increase in the efficiency of their creative production process.
How Creative Automation can help in Keeping the Audience Engaged?
Unlocking your audience’s mind lies in the power of personalization. If your ad fails to resonate, it’s bound to be skipped. That’s where creative automation steps in, empowering advertisers to craft tailored ad creatives that deeply connect with their target audience.
However, effective advertising demands more than just precise targeting. Advertisers must explore additional strategies, and one such solution is optimization. Dynamic video optimization offers the perfect avenue to transform standard video creatives into interactive experiences.
Given the fleeting attention span of audiences, lasting less than 10 seconds, dynamic interactive videos present a game-changing opportunity. By offering engaging elements for your audience to interact with, you can effortlessly extend their attention span to a remarkable 30 seconds or more. Captivate your audience with interactive content, and they’ll linger, enthralled by what you have to offer.
“According to studies, brands can increase their consumer engagement up to 3X with just 15-second interactive ads.”
Engage your Audience with Crafters
Silverpush introduces Crafters, an innovative technology that harnesses real-time data and user insights to revolutionize ad campaigns. Crafters empower advertisers to deliver personalized, highly relevant ad experiences to their audience through precise granular targeting.
With Crafters’ dynamic video optimization solution, advertisers gain full control over every aspect of their ad and strategy. Its endless customization options enable superior video personalization, allowing for seamless re-editing as needed. Crafters even suggest dynamic elements tailored to specific brand requirements, ensuring a truly engaging and impactful advertising experience.
Still, Thinking Why You Must Opt for Creative automation?
Here are some of the benefits of creative automation that you leverage:
1. Increased efficiency: Creative automation can help advertisers save time and money by automating tasks that would otherwise be done manually. This can free up time for marketers to focus on more strategic tasks.
2. Improved quality: Create more high-quality content by ensuring that all creative assets are consistent with the brand’s style guide and that they meet the needs of the target audience.
3. Increased personalization: Personalize content for each customer or lead. This can help marketers build stronger relationships with their customers and leads.
4. Improved ROI: When content is relevant and engaging to the target audience it automatically drives better return on investment.
The advertising landscape is changing rapidly, what yields results today might not work tomorrow. This change is keeping advertisers on their toes.
The only constant conclusion we can drive from the present scenario is that “personalization and relevancy will be driving results in the future” so advertisers must leverage the power of creative automation to stand out in the crowd.
Unwrapping Advanced Contextual Advertising Solutions this Holiday SeasonPUBLISH DATE: 14 July 2023
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.
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.
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 advertising strategy and drive success during this festive season.
Contextual Advertising: Optimal Targeting Method for High ROI and Less Ad WastePUBLISH DATE: 13 June 2023
Brands employing contextual advertising have witnessed improved conversion rates, engagement levels, and click-through rates, after shifting from conventional targeting methods. Hope, you are not stuck with the latter!
Table of Contents
With the booming contextual advertising industry, brands now have a golden opportunity to capitalize on this trend. The ban on third-party cookies has undoubtedly played a significant role in shaping this evolving landscape.
A staggering 65% of respondents are more likely to be converted by advertisements that align with the content of the web page they’re viewing!
Contextual advertising possesses the ultimate power to engage audiences effectively.
This is a call to all thriving brands, advertisers, and agencies who are eager to unlock the true potential of their advertising budget. It’s time to bid farewell to aimless shots in the dark and instead achieve precision by reaching your intended audience at the right time and in the right place through hyper-contextual advertising strategies.
Before we delve deeper into this topic, let’s start with the fundamentals. Get ready to make every click count and leave your competition in awe.
What is the Meaning of Contextual Advertising?
As per, the Interactive Advertising Bureau (IAB) contextual advertising is “a form of advertising that delivers ads based on the content of the page where they appear.”
In simple words, contextual advertising is a type of online advertising that displays ads based on the page content where they are shown. To gain a deeper understanding of contextual advertising make sure to explore our comprehensive blog on Contextual Advertising: The Advertising Industry’s Next Big Step.
Example of Contextual Advertising
Have you ever found yourself engrossed in an article about automobile servicing and later seeing a car ad on some other platform, say social media? That’s the magic of contextual advertising in action! Displaying ads that align with users’ interests, thus increasing the chances of capturing attention, boosting clicks, and ultimately driving conversions.
How does Contextual Advertising Work?
The process of contextual advertising involves 7 key steps:
1. Content Analysis: Contextual advertising platforms employ sophisticated algorithms to analyze the content of web pages. This analysis includes scanning the text, images, and other elements to understand the context and themes of the page.
2. Keyword Identification: Relevant keywords are extracted from the page’s content, which helps determine the overall topic and subject matter.
3. Ad Matching: Based on the identified keywords and context, contextual advertising platforms match relevant ads from advertisers’ campaigns that align with the webpage’s content.
4. Ad Display: Once the appropriate ads are selected, they are dynamically displayed on the webpage alongside the relevant content. These ads can appear in various formats, such as banners, text-based ads, or multimedia ads.
5. User Engagement: Users who visit the webpage have the opportunity to engage with the displayed ads by clicking on them, which directs them to the advertiser’s landing page or website.
6. Performance Tracking: Contextual advertising platforms track the performance of the ads, monitoring metrics such as click-through rates (CTR), conversions, and overall campaign success. This data helps advertisers optimize their campaigns and improve targeting.
7. Continuous Refinement: Contextual advertising systems continually refine their algorithms and keyword analysis techniques to enhance ad relevancy and provide a better user experience.
How Contextual Targeting Can Benefit Your Business?
Contextual targeting delivers relevant ads to desired audiences, improving performance, customer experience, and brand presence online. Here’s why it’s the top choice for brands:
1. Privacy-Centric Policies
As we can witness the heightened customer demand for privacy, it is important for brands to prioritize privacy-focused approaches. Contextual targeting acts as a tried-and-true, privacy-friendly alternative to help brands reach their targeted audiences without the need for cookies.
2. Brand Safety
Brand safety is a non-negotiable aspect for advertisers. By placing ads on relevant content and in a safe environment, advertisers protect their brand image and avoid any potential legal liabilities. Contextual advertising, which utilizes comprehensive context detection on videos or webpages before placing ads, serves as an effective means to maintain brand safety.
3. Specialized Targeting
A study by Forrester Research found that personalized ads can increase click-through rates by up to 100% and conversion rates by up to 200%. However, with a reduced amount of user data available to brands, creating personalized ads will take time and effort. Contextual targeting is an apparent way to maintain an effective digital ad campaign while avoiding the use of personal data because of its capability of targeting niche audiences.
4. Less ad fatigue
Utilizing contextual advertising can effectively mitigate ad fatigue by reducing the frequency of ad displays. This is achieved by ensuring that ads are only shown on relevant websites, minimizing the chances of users repeatedly encountering the same ads. By targeting ads based on contextual relevance, brands can provide a more refreshing and engaging advertising experience, avoiding the potential negative effects of ad fatigue.
5. Improved Customer Experience
Implementing contextual advertising can significantly enhance the customer experience by delivering relevant information aligned with their specific interests. By leveraging contextual cues, such as the content they are engaging with, brands can provide targeted and valuable messaging to their customers.
6. Frequency Capping
Frequency capping in advertising limits how often a specific ad is shown to an individual within a set time frame. It prevents overexposure, ad fatigue, and annoyance, striking a balance between reaching the target audience and avoiding excessive repetition that hampers campaign effectiveness.
Statistics Highlighting the Importance of Advertising Contextually
1. The global contextual advertising market is expected to reach $376.2 billion by 2027, growing at a CAGR of 13.3% from 2022 to 2027.
2. The United States is the largest contextual advertising market, accounting for 32.76% of the global market in 2021.
3. 74% of marketers are using contextual data to improve their advertising post-device ID and post third-party cookies on the web.
4. 79% of consumers are more comfortable seeing Contextual than behavioral ads
5. About 80% admitted they were more open to seeing ads not requiring their data.
6. 62% of US marketers are using contextual marketing today. (Up from 49% in 2022)
7. 42% of brands plan to increase their spending on contextual ads in 2023.
8. Contextual ads are 50% more likely to be clicked on than non-contextual ads.
9. Contextual ads have a 30% higher conversion rate than non-contextual ads.
How to Choose the Right Contextual Advertising Technology?
When initiating the search for a contextual advertising partner, it is crucial to begin by asking potential providers the following key questions:
1. Do you consider video, audio, and images for brand safety and contextual classification, in addition to text?
2. Can you provide research or evidence that validates the effectiveness of your contextual advertising approach?
3. Do you own your technology, or are you relying on a third-party solution?
4. Does your technology possess the capability to understand the complete context of a web page or content?
5. Are you solely relying on keywords to identify context, or do you employ more advanced techniques?
By seeking answers to these questions, you can gather valuable insights into a potential contextual advertising partner’s capabilities, technology ownership, effectiveness, and credibility, allowing you to make an informed decision when selecting the right partner for your advertising needs.
Silverpush’s Next-Gen Contextual Advertising Solution – Mirrors
Silverpush is an advertising technology firm at the forefront of AI-Powered contextual solutions. Their world’s first in-video context detection technology, Mirrors analyzes videos frame-by-frame to empower brands and agencies with precise audience targeting in the cookieless world.
The company is built on three key pillars: contextual advertising across various platforms, ensuring brand safety, and upholding the value of consumer privacy. By leveraging contextual advertising, Silverpush enables brands to deliver tailored messages to the right audiences, while maintaining a secure and privacy-focused environment.
With an impressive track record, Silverpush has collaborated with renowned brands such as Ford, Nestle, Coca-Cola, and Samsung. Operating in over 18+ countries spanning South East Asia, the Middle East, Africa, the USA, the UK, and India, they have established a strong global presence.
Mirrors – AI-Powered Contextual Technology for Omnichannel Advertising
Mirrors, the flagship product of Silverpush is a hyper-contextual targeting strategy that uses AI/ML (computer vision and Natural Language Processing) for context detection (faces, logos, places, objects, etc.) for nuanced-level targeting. During the process, content-aligned ad placement, brand safety & suitability compatibility are all guaranteed, along with reaching the largest possible audience.
Wrapping Up – The Future of Advertising is Contextual
Contextual advertising is a transformative force within the advertising industry, offering the ability to create impactful and engaging ads. In an era where data privacy has become paramount, digital advertising is shifting towards understanding the human mind.
This shift benefits consumers, as ads are presented to them precisely when they are receptive to a brand’s message, rather than incessantly tracking their online activities and relying on past behaviors.
In this new era, where personalization meets privacy, contextual advertising emerges as the perfect solution. It allows brands to connect with consumers in a meaningful way, delivering relevant messages that resonate and forge deeper connections.
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.
The Power of Multicultural Advertising: Reaching Diverse AudiencesPUBLISH DATE: 24 May 2023
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.
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 in-video detection based on the identification of faces, logos, objects, places, actions, on-screen text, and audio for granular targeting.
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.
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.
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.
Silverpush Paves the Way in Revolutionizing Contextual Advertising with Generative AI TechnologyPUBLISH DATE: 18 April 2023
With the digital advertising industry rapidly evolving, it’s important to keep up with the latest trends and technologies.
Contextual advertising, which has been a game-changer for brands to maximize their ROI, has helped them reach their target audience in a more relevant and personalized way.
But, with the advent of newer technologies, even this life savior of brands after the apocalypse of third-party cookies requires an upgrade.
Generative AI, which has taken the world by storm has revolutionized work and creativity, offering numerous benefits and opportunities.
While many industries have already incorporated Generative AI into their business, contextual advertising is close and is also exploring how this technology can benefit them.
How will Generative AI Pave the Way for Contextual Advertising?
Generative AI is a powerful technology that has the potential to transform the way advertisers reach their target audiences.
Unlike traditional AI models, which rely on historical data, Generative AI can create new and unique data sets, enabling advertisers to expand their reach to audiences that were previously out of reach using traditional methods.
This technology can identify patterns and correlations between seemingly unrelated data points, resulting in a more personalized and relevant advertising experience for users.
With the ability to generate new data sets and identify new audience segments, Generative AI is opening up new possibilities for advertisers to reach their target audiences with greater accuracy and efficiency.
Silverpush X Generative AI: Changing the Advertising Game for Brands
In an age where privacy concerns are at an all-time high, relying on third-party cookies to reach relevant audiences has become increasingly challenging.
The launch of a contextual planning tool powered by Generative AI represents a significant advancement in the capabilities of Silverpush’s flagship product, Mirrors.
By incorporating next-generation AI capabilities, the tool further enhances Mirrors’ contextual offering, addressing the challenges of cookieless targeting and revolutionizing the digital advertising space.
How will it Benefit Advertisers?
1. This tool will enable advertisers to identify contextually relevant audiences without relying on third-party cookies.
2. The AI-powered contextual platform, Mirrors, will give access to a wide range of contextual signals that can be used to transform brands’ ad targeting strategies.
3. Mirrors, powered by Generative AI, allow advertisers to gain insights into user behavior and preferences, leading to more precise targeting and a better user experience.
4. Generative AI can also solve the problem of users getting tired of seeing the same ad too many times (ad fatigue) and being shown too many ads (frequency capping), which can make them less likely to engage with the ads.
5. By creating unique data sets and identifying new audience segments, advertisers can ensure that their ads are reaching the right users at the right time, without overwhelming them with too many ads.
The integration of Generative AI into Silverpush’s contextual AI stack marks a significant advancement in the field of digital advertising. With this technology, advertisers can surpass the restrictions of traditional targeting methods and provide users with more personalized, relevant, and effective ad experiences. But, there’s more to it than you think. Stay tuned for our next blog on Gen AI, where we dive deeper into the potential of this groundbreaking technology and reveal some major possibilities for advertisers.