Grab Consumer Attention With Contextual Advertsing During March Madness
PUBLISH DATE: 14 February 2024
In the dynamic landscape of modern advertising, strategic brand placement is essential for capturing the attention of vast audiences. One such golden opportunity lies within the fervor and excitement of March Madness, a premier collegiate basketball tournament that captivates the attention of millions of Americans each year.
According to reports, the advertising landscape during March Madness is marked by substantial investments, with spot prices ranging from hundreds of thousands of dollars in the early stages to over $2 million for the NCAA Championship. The statistics speak volumes about the unique advertising environment presented by March Madness.
Did you know that 41% of March Madness viewers checked ad-addressable websites, most visiting new sites (Source: kortx.io).
An Overview of the March Madness Audience
In 2023 14.69 Millions viewers tuned in and March Madness emerged as a prime platform for advertisers seeking to make a significant impact.
- March Madness programming captures the attention of 65% of households, with an average viewing time of 9.25 hours per household throughout the tournament.
- Ads during March Madness reach 245% more households per commercial compared to ads in other programming. (Source: effectv)
- Streaming viewership on networks airing March Madness increases by 86% during the tournament compared to the preceding period.
- 66% of these fans have agreed they take action after seeing a brand’s sponsorship as they are watching their favorite team play. (Source: adweek)
Targeting an Enviable Audience: WalletHub reports that approximately 73% of March Madness viewers also tune in to local news, with almost half boasting a household income exceeding $100,000, and 51% falling within the 25 to 54 age range.
Maximizing Exposure: The tournament, spanning from Selection Sunday to the championship game, offers advertisers the opportunity to achieve high frequency and exposure, reaching a distinctive audience over a three-week period.
Elevate Creativity: Given the grand stage, generic creativity won’t suffice. Industry leaders have emphasized the importance of standing out, especially with such a discerning audience, for optimal advertising impact.
Elevate Your Video Game with Dynamic Video Ads During March Madness!
March Madness stands out as a premier sporting spectacle each year, drawing an ever-growing viewership as the tournament unfolds. Whether you missed a game, sought exclusive interviews, or craved expert predictions, the go-to platform for all things March Madness is YouTube.
In the previous year, the final four rounds of the tournament amassed a staggering 3 million hours of viewership on YouTube. However, it’s not just tournament content that attracts viewers; a Google survey revealed that March Madness fans exhibit a staggering 16x higher likelihood of watching sports news-related videos compared to the average YouTube user.
Delving deeper into the viewership patterns, advertisers and marketers are recognizing the unique opportunities presented by March Madness enthusiasts. A recent study discovered that these fans are 10 times more likely to engage with videos centered around athletic shoes, making them a highly lucrative audience for sports brands.
Beyond the tournament highlights and post-game interviews, March Madness fans exhibit a penchant for diverse sports content on YouTube. The same study highlighted that these fans are 13 times more likely to consume videos related to sports coaching and training compared to the average YouTube viewer. This presents a valuable opportunity for brands aiming to contextually target athletes or sports aficionados.
Contextual targeting, hinging on intent-based targeting, allows advertisers to align their content with users’ specific interests, elevating the probability of a positive response. According to recent findings, consumers targeted at the contextual level are 83% more likely to recommend the advertised product or service compared to those targeted at the audience or channel level. This underscores the importance of reaching consumers in the right mindset at the opportune moment, enhancing ad resonance and subsequently boosting purchase intent.
Source: thinkwithgoogle
How Silverpush’s Advanced Contextual Solution Can Help Brands?
Silverpush is at the forefront of guiding brands through the landscape of contextual advertising with its cutting-edge AI technology, “Mirrors“. This revolutionary platform is reshaping YouTube advertising by seamlessly integrating AI capabilities with human expertise, creating a foundation for ethical, fair, and transparent ad placements.
Intelligent Contextual Targeting
Mirrors employs advanced AI technology, particularly the Context Detection model, to identify key contextual elements within videos. This includes faces, logos, objects, actions, text, and audio. This thorough analysis ensures a nuanced understanding of content context.
Additionally, Mirrors utilizes a Language Detection model, enabling it to comprehend slang, dialects, and cultural nuances. This linguistic proficiency enhances accurate context analysis, providing advertisers with a deeper understanding of the content they associate their brands with.
Brand Safety & Suitability
Mirrors place a strong emphasis on brand safety and suitability. It utilizes custom Inclusion & Exclusion themes to further enhance the suitability of ad placements.
Covering all 12 GARM (Global Alliance for Responsible Media) categories, Mirrors classifies content into three risk levels: Low, Medium, and High. This comprehensive approach ensures smart optimization by avoiding overblocking through intelligent risk balancing and advanced filtering mechanisms.
Human Augmented Filter
Mirrors combine AI efficiency with human oversight through a meticulous Human Augmented Filter. This dual-layered approach helps in full-proofing AI-extracted contexts, ensuring that ads align with the latest best practices.
The human element in the filtering process allows advertisers to stay current with industry trends, regulations, and ethical considerations. It acts as an additional layer of assurance, providing a dynamic and responsive framework for contextual advertising.
This March Madness Capture More Attention for your Brand
Conclusion
In the realm of sports events, every match is an opportunity to plant the seeds of brand recognition. Silverpush provides the tools to maximize this opportunity, offering advertisers the chance to sow the seeds of higher ROI and reap the fruits later.
Get in touch with our team today to learn how targeting YouTube categories like March Madness could be the ideal fit for your ads.
Silverpush aims for a higher growth trajectory, promotes Kartik Mehta as the New COO
PUBLISH DATE: 22 July 2021INDIA, 22 July 2021 – Silverpush, well-acknowledged for its AI-powered contextual video advertising technology, announced a major change within their corporate structuring.
As part of their all round organizational growth plans, Silverpush has promoted Kartik Mehta as their new Chief Operating Officer. He has been given the responsibility to spearhead all strategic operational planning and execution at Silverpush with immediate effect.
Previously, as the Chief Revenue Officer, Kartik played a pivotal role in expanding Silverpush’s presence in APAC. This helped establish Silverpush as the preferred marketing technology provider for brands like Unilever, Coca Cola, Mondelez, Toyota, amongst others in the region.
With this change, Silverpush marks the beginning of a strategic shift towards a planned growth phase in the coming years. Having created a niche for itself since 2012, Silverpush now aims to penetrate further into the contextual video advertising and moment marketing space by adding to their repertoire of AI backed technology suite that gives brands an advantage over the conventional digital marketing techniques.
Commenting on his latest role Kartik said “Silverpush has been constantly pushing the boundaries of contextual advertising with its technologically advanced capabilities. This has helped us create a profitable entity that not only offers better solutions for clients but also augment brand safety and consumer privacy at the same time. The momentum that we’ve created will only push us forward in the right direction where Silverpush will look to create a larger footprint in existing & newer markets”
Hitesh Chawla, Founder and CEO, Silverpush also shared his thoughts on the development – “Over the years Kartik has made it his mission to propel Silverpush to new heights and it was only natural that he took the mantle of COO to continue the good work. With our successful expansion in the APAC region, Silverpush showcased its prowess in terms of technological capabilities and contextual intelligence. With Kartik giving direction to our operations, Silverpush will eagerly explore investment and acquisition opportunities in the ad tech space and consolidate our presence beyond the markets we currently serve.”
Silverpush is a marketing technology company that has helped brands maximise their audience engagement via contextual video advertising. With roots in India and headquartered in Singapore, the company has a global foot-print with offices across Malaysia, Indonesia, Thailand, the Philippines, Vietnam, Japan, USA, Dubai, Egypt, Tanzania, Nigeria and South Africa.
How Contextual Intelligence Keeps Brands Out of Harm’s Way?
PUBLISH DATE: 01 July 2021
For marketers, ensuring brand safety is a must considering the diverse nature of the content on the internet. Online world is filled with brand unsafe content, which can be classified into more than a dozen unsafe categories such as obscenity, illegal drugs, terrorism, etc. Ads of a brand appearing next to any type of brand unsafe content heavily tarnish the image of that brand.
The large majority of respondents (87%) in a survey by Trustworthy Accountability Group and Brand Safety Institute said it is very or somewhat important for advertisers to make sure their ads don’t appear near dangerous, offensive, or inappropriate content. An overwhelming majority said they would reduce their spending on a product they regularly buy if ad of that product appears near offensive, illegal, or dangerous content.
Keyword Blocking has Significant Limitations
Keyword-based blacklisting is a common method used by marketers for ensuring brand safety. It involves avoiding placement of ads against content containing one or more blocked keywords. A blocked keyword may also be present in the title, description, metadata, or URL.
Keyword-based blacklisting approach is marred by over-blocking of content, and therefore, can kill reach. It can lead to blocking of completely innocuous content. This is because it fails to comprehend the nuances in context, i.e., it is unable to understand the true context in which a keyword is used. For example, if “alcohol” is the blocked keyword, then the blacklisting method will not only tag a video featuring someone drinking and driving as unsafe, but will also tag a video about a recipe in which alcohol has been used as one of the ingredients as unsafe.
Contextual Intelligence is the Key to Ensure Brand Safety and Suitability
Contextual intelligence is the next-generation technology that goes beyond brand safety to offer a full-fledged brand suitable environment to advertisers. It analyzes content beyond keywords and understands the nuances in context to interpret the complex relationship between the words.
Powered by artificial intelligence, it understands the true meaning of the content on a page. It effectively blocks placement of ads against content that falls into one of the generic unsafe categories or is not suitable for a specific brand in terms of the nature of its business. For example, contextual intelligence technology will allow ad of an insurance brand to get placed against a car accident news, but will prevent ad of a car manufacturer from appearing next to such a content.
AI-powered contextual intelligence technology can not only detect brand unsafe and unsuitable contexts in textual content, but also in images and videos. Thus, for marketers who use video advertising for brand promotion, this technology assures them that their ads always appear against the video content that is both brand safe and suitable.
Contextual intelligence not only ensures brand safety and brand suitability, but also enables brands to deliver highly contextually relevant ads at scale to consumers for driving massive engagement. AI-powered contextual ad targeting does not involve the use of consumers’ personal data and third-party cookies, and is therefore fully compliant with the data privacy regulations. Contextual intelligence not only benefits brands in terms of safety and suitability, but also in terms of compliance, scale and engagement.
