The news that Oracle plans to shut down its advertising business by the end of September has sent shockwaves through the ad industry. Once the most prominent advertising data seller in the market, Oracle is now closing its advertising division. This included Datalogix for offline consumer data, Grapeshot for contextual targeting, Moat’s measurement and verification, and the BlueKai audience marketplace.

Silverpush understands that the closure of Oracle’s advertising division has led to several hundred layoffs. Moreover, the sudden loss of a major platform for ad placement and data services has created a challenging time for advertisers and publishers alike.

This disruption forces them to quickly find alternative solutions, potentially leading to increased costs, reduced reach, and delays in their advertising strategies. The uncertainty and need for rapid adjustment can strain their resources and impact their overall marketing effectiveness.

However, this brings a bright opportunity for the advertisers to test more robust contextual advertising strategies and for the ​​ad tech companies to fill Oracle’s void after the shutdown.

Migrating from Oracle’s Grapeshot to Mirrors by Silverpush

Advertisers are now exploring new alternatives and discovering numerous opportunities to implement more robust contextual strategies. Although transitioning from Oracle’s Grapeshot advertising to another ad tech solution can be challenging, we are here to support you every step of the way. Silverpush views this as an opportunity for advertisers to conduct extensive testing with us, enabling the creation of more effective media strategies that drive tangible business results.

Silverpush, a global leader in adtech, has consistently pushed the boundaries of contextual advertising. Headquartered in Singapore, the company boasts a robust worldwide presence with over 250+ employees and operations in 20+ countries.

Recognized for its cutting-edge technology and innovative solutions, Silverpush has earned several industry accolades, including the Best AI Platform Award and the Most Innovative Company Award. Our recent expansion strategy focuses on enhancing our AI capabilities and extending our market reach in APAC, the US, and Europe to ensure we continue providing top-tier service to our clients.

What Does It Do?

1. Intelligent Contextual Targeting: Identifies hyper-relevant contexts aligned with brand goals/objectives.
2. Custom video lineup: Tailored video-level targeting, offering fully customizable lineups for campaigns, scalable to highly engaged audiences for optimized CPMs.
3. AI Prompts: Optimizing CTAs Language processing models and vast knowledge create compelling dynamic CTAs that grab your audience’s attention and drive better consideration.
4. Real-Time Actionable Insights at Your Fingertips: Comprehensive dashboard with real-time tracking and in-depth analytics with actionable insights to maximize your ROI.
5. Identify Made for Kids Content: The advanced AI technology categorizes videos intended for children using the Kids content classification model. Custom Inclusion & Exclusion themes further enhance suitability.
6. Cookieless Targeting Solution: Reach your target audience without invading their privacy.

For more information on how mirrors can be a game changer for your next advertising campaign, fill out the form.

Silverpush clinched the prestigious gold medal at the Digixx Awards 2024, in collaboration with Audi India and PHD, for their outstanding achievement in the category of ‘Best Use of Chatbot.’ This remarkable feat was accomplished through Audi’s strategic utilization of Silverpush’s dynamic video optimization solution, Crafters, to promote their latest automotive marvel, the Q8 E-tron model.

Harnessing the power of interactive chatbots, Audi successfully streamlined the consumer journey, offering prospective buyers a seamless and informative experience. By integrating Crafters into their marketing strategy, Audi empowered consumers to navigate through their research phase more efficiently, enabling them to make well-informed decisions about the Q8 E-tron.

The campaign received an outstanding response! The most tapped interaction across car features was charging and the overall engagement rate soared to 9.2%, with a click-through rate of 2.5%. Moreover, the campaign answered over 2 lakh queries and achieved an impressive 86% viewability. The success of this campaign is a testament to the collaborative efforts of Silverpush, Audi India, and PHD. Their dedication, creativity, and innovation have not only elevated the Audi brand but have also set a new standard for excellence in digital marketing and customer engagement.

Silverpush extends its heartfelt appreciation to Audi India and PHD for their invaluable contributions to the success of this groundbreaking campaign. As we continue to push the boundaries of digital advertising, we look forward to forging even more impactful partnerships and delivering innovative solutions that drive tangible results for our clients.

As the Oscars draw near this week, let’s delve into the captivating world behind the glamor and glitz!

🎬 Exploring pivotal categories and emerging interests, our Contextual Insights provide an exclusive peek into the secrets of success on Hollywood’s grandest stage. Hosted by Jimmy Kimmel, the 96th Academy Awards are igniting substantial online excitement. Go beyond the surface glitter and uncover the pulse of audience interests and trending topics.

In the dynamic landscape of today’s world, seasonal events unfold with remarkable frequency. It’s this keen understanding of these occasions that empowers Silverpush and its partners to seize the opportunities they present. Our analysis focuses on the upcoming Red Carpet Season, delving into its potential impact on Video Advertising. By shedding light on the evolution of content creation and consumption, we aim to provide valuable insights into how the Awards and Festival period from last year has influenced the current year thus far.

It isn’t over when the curtain falls – After the awards, the Oscars live on—on YouTube

The Oscars may end when the curtain falls, but the excitement lives on long after the last trophy is handed out. While celebrities flock to after-parties, audiences turn to YouTube, where the celebration continues. Surprisingly, there are more searches for the Oscars the day after the event than on the day itself, both on YouTube and Google Search. As people return to work, they catch up on the highlights and controversies, eager to engage in watercooler conversations, with video being their preferred medium.

How Can Brands Win on Awards Night and Beyond with Contextual Advertising?

Brands have a unique opportunity to seize the spotlight during awards season, extending their reach far beyond the confines of the red carpet. While viewers tune in to iconic moments, speeches, and high-fashion statements, they also eagerly anticipate the commercials, with a remarkable 90% of Disney viewers expressing favorability towards advertisements during the Oscars.

Contextual targeting offers advertisers a powerful tool to strategically place their ads in front of audiences immersed in Oscars-related content. By understanding the context in which users are consuming content—whether it’s watching videos about nominees, red carpet coverage, or engaging in post-show discussions—advertisers can tailor their messaging to align seamlessly with the viewer’s interests and mindset.

This approach ensures that ads are not only relevant but also timely, capitalizing on the heightened attention and anticipation surrounding the event. Be it promoting fashion brands alongside red carpet coverage, showcasing luxury products during commercial breaks, or aligning with the themes of nominated films, contextual targeting enables advertisers to effectively engage with audiences in a way that feels natural and non-intrusive

Moreover, contextual targeting allows advertisers to reach users across various platforms and devices, ensuring a cohesive and integrated advertising experience.

By harnessing the power of contextual advertising, brands can not only capture the attention of audiences during awards season but also drive meaningful connections that resonate long after the final curtain falls.

At Silverpush, we’re privileged to have numerous talented women leading the charge, shaping the future of our company and the industry as a whole. In honor of International Women’s Day, we’d like to spotlight a few of these exceptional leaders and hear about their experiences navigating a predominantly male-centric industry. We also want to glean insights from their journeys and seek advice on inspiring the upcoming generation to embrace technology and drive innovation forward.

Empowering Reflection: Advice for Aspiring Women Leaders from a Career Journey

Shivika Wadhawan AGM – Finance. “Looking back on my career journey, especially as a woman striving for leadership in finance, I’d tell my younger self to place greater emphasis on cultivating a strong professional network. Networking isn’t just about exchanging business cards—it’s about forging meaningful connections that can propel your career forward. It’s in these relationships that you’ll find invaluable support, guidance, and mentorship.

Moreover, I’d stress the significance of self-advocacy. Instead of waiting for acknowledgment, be proactive in highlighting your accomplishments and contributions. Believe in your abilities and make sure others recognize your value too.

These pieces of advice aren’t just about career progression; they’re about empowerment and self-belief. Embrace networking and self-advocacy as tools to carve your path to success, knowing that you deserve every opportunity that comes your way.”

As a leader and a woman, what message of hope and inspiration would you like to share with all women on International Women’s Day?

We’re extraordinary beings, capable of achieving greatness through our intellect and resilience. By shattering stereotypes, we’ve etched our mark in this world. In moments of adversity, let our strength be our guiding light, for as the saying goes, “Defeat is not in falling, but in refusing to rise again.”

Let’s not only stand strong individually but also uplift each other as we journey towards progress and equality. Together, let’s forge ahead with unwavering determination and unwavering support, knowing that our collective strength knows no bounds.

#InspireInclusion: Empowering Women for a Brighter Tomorrow

Mansi Matela, Chief Product Officer, Silverpush. “I am deeply moved by the profound significance of this year’s International Women’s Day theme: “Invest in Women: Accelerate Progress.” It’s a testament to our collective journey toward gender equality and empowerment. We’ve witnessed remarkable strides, notably with the representation of women in tech companies now exceeding 35%. It’s a testament to the resilience and talent of women breaking barriers and pushing boundaries.

Yet, as we celebrate these victories, we must acknowledge the considerable distance still ahead, especially in achieving equitable opportunities for women to advance in their careers. The corporate ladder remains a steep climb for many, often hindered by systemic barriers and biases.

In this moment, I implore each of us to dig deep and embrace unwavering self-belief. Let’s commit ourselves to continuous growth, constantly refining our skills and seizing every opportunity to learn and evolve. But let’s not walk this path alone; let’s extend our hands to uplift and empower one another, creating a supportive community where every woman’s success is celebrated as our own.

So here’s to all the incredible women out there—Happy Women’s Day! Your resilience, your brilliance, and your unwavering spirit inspire us all. Keep shining brightly, not just today, but every day, lighting the way for a future where every woman can reach her full potential. Together, let’s continue to champion progress, not just for ourselves but for generations to come.”

A Seat at the Table: The Future of Women in Leadership

Rebecca Bridges, Client Success – Director. “To all the young women dreaming of a career in tech, I urge you to embrace your authenticity and never doubt your worthiness in this industry. Ask questions, seek knowledge, and remember that every opportunity, no matter how daunting, is a chance for growth. In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!

Following the advice of successful women who work in the space is so beneficial, and I’ve had the opportunity to attend many inspiring female-led seminars. One of the times I felt most empowered in my career was being in a Q&A session with Koo Govender, the first female CEO at Publicis Groupe Africa. Sessions like this really help to combat imposter syndrome and stop you from questioning your position within the industry.

In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!”

Honoring the Role Model: Lessons in Success, Resilience, and Personal Growth

Thuy Tran, Sales Director – Vietnam. “My mother has been a significant influence in my life, demonstrating the importance of self-awareness, positivity, a strong work ethic, and goal-oriented mindset from an early age. While her own journey may not have led to the heights she envisioned, she imparted invaluable wisdom that continues to guide me in both personal and professional spheres. Through her example, I’ve come to understand that true success encompasses not only tangible achievements but also the character and values developed throughout life’s endeavors. Her enduring impact inspires me to strive for excellence and pursue my aspirations with determination and resilience. She truly is my role mode for life.”

In today’s digital world, brands have a golden chance to shake things up in the sports industry with interactive video ads. Forget boring 15-second promos! Traditional video ads might work for movies and TV, but just like those industries, sports are going digital, and interactive ads are leading the charge. Viewers are tired of passive ads and want something engaging, that pulls them in and makes them want more.

Brands are realizing these fans are the perfect audience for interactive video ads. By adding games and ways for viewers to play along, these ads create a whole new experience that keeps people glued to the screen, coming back for more, and even tuning in live.

But that’s not all. Interactive video ads open a door to a whole new level of connection between brands and their target audience. By letting viewers interact, brands can gather valuable information about their preferences and habits, like what they like and how they behave. Incorporating elements of interactivity and gamification, these ads create an immersive experience that keeps viewers hooked, wanting more and tuning into live programming.

In this blog, let’s dive into the importance of sports marketing with some different types of interactive ad templates and see how sports brands can use them in their own campaigns!

Sports Marketing: Fans, Videos, & Winning Big Online

A study by Grand View Research, Inc. predicts that the global sports technology market is likely to achieve a substantial size of 55.14 billion USD by 2030, demonstrating an impressive (CAGR) of 20.8% from 2023 to 2030. This remarkable growth indicates the abundant opportunities within this dynamic and evolving landscape.

Sports teams used to promote themselves through megaphones and posters, but now they use the internet! Fans are online all the time, watching tons of sports stuff.

Videos are the biggest stars! Live streams let fans watch games and interviews live, even if they’re far away. Watching the winning shot on Facebook Live, feeling the excitement even through your phone! Teams also make short videos showing behind-the-scenes stuff or amazing player moments. These videos get people excited and make them feel closer to the team.

Also See: Sports Advertising Playbook

Leveling Up Advertising: Exploring Innovative Interactive Ad Templates

Interactive ads improve visibility & top of the mind recall while driving high impact through consumer engagement, multilingual marketing & retargeting. Let’s explore some of these templates:

Gamified Sports Experiences

Sports brands can create engaging mobile games aligned with popular sports themes. For example, a cricket-themed mobile game using phone’s motion sensors for realistic batting and bowling actions. Users could tap to start, choose heads or tails for the toss, and physically swing their phones to bat or bowl. This gamified experience not only entertained users but also aligned with their interests, creating a memorable interaction.

Real-Time Sports Data Integration

Integrating real-time sports data into interactive ads adds an immersive element. In a cricket-themed campaign, advanced sensors prompted users to shake their phones, simulating a ‘run out’ experience based on the live match scores. This sensory-rich approach leveraged the excitement of the game, providing users with a unique and interactive way to engage with the brand.

Contextual, Timely and Data-Driven Campaigns

Brands can optimize campaigns by incorporating timely and data-driven elements. An example involves a financial services promotion that dynamically featured live scores exclusively during matches. In the world of contextual & data driven advertising, brands can further optimize their campaigns through NLP analysis. NLP algorithms can analyze articles, newsletters related to finance.

By understanding the context of the text, brands can strategically place ads within relevant and brand-safe environments, ensuring that their promotions align with the thematic content and resonate with the intended audience. This ensures laser-focused targeting, capitalizing on the cricket buzz and effectively promoting the brand’s services during relevant moments.

Fitness-Centric Interactive Ads

Capitalize on the fitness zeitgeist by gamifying the user experience and fostering a sense of accomplishment. Brands can achieve this by developing interactive advertisements, such as virtual obstacle courses with leaderboards, that tap into users’ competitive nature and intrinsic desire for recognition. This strategic approach demonstrably increases user engagement, driving repeat interactions and solidifying your brand as a leader in the fitness space.

Discover: Crafters Creative Gallery

Score a Winning Play with Fans: Best Practices for Sports Brands in the Digital Age

Here are the best practices to unleash your inner MVP and score big with your passionate audience:

1. Personalized playbook: Use data-driven insights to understand your fans’ preferences, then tailor content and offers that resonate. Like exclusive behind-the-scenes footage for die-hards, or location-based discounts for regional supporters. Personalized experiences build deeper connections and make fans feel valued.

2. Content that Captivates: Craft engaging content that ignites emotions and sparks interaction. Think user-generated content campaigns, where fans become the stars. Or, unleash interactive quizzes and polls that get everyone buzzing. Remember, interactive content isn’t just about likes and shares – it’s about building a community of passionate fans.

3. AI Powered Precision: Go beyond basic targeting with AI enabled contextual targeting. This tech analyzes the content fans are consuming (videos, social media) and delivers ads that are relevant to their real-time interests. For instance, a fan reading an article about a rising rookie! They might see an ad for that player’s jersey right then and there. It’s like having a dedicated scout for each fan, ensuring every ad resonates, boosting engagement, and driving conversions.

4. Level Up the Fan Experience: Don’t just offer seats, offer portals! Embrace cutting-edge tech like gamification and AR/VR to create immersive experiences. Fans scoring virtual goals with their favorite players, or taking a virtual tour of the locker room.

These innovative touches leave lasting impressions and make your brand the ultimate destination for die-hard enthusiasts.

Artificial Intelligence, aka AI, has become one of the most talked-about topics in recent years. Each day brings forth new AI technologies, with some already seamlessly integrating into our daily lives. The advertising industry, in particular, is experiencing a significant impact as AI, or its earlier iterations has been quietly working behind the scenes in automated systems for quite some time. However, there is a noticeable shift as AI is now making its presence felt in more overt and prominent ways.

• 54.5% of advertisers say AI will most likely greatly enhance their marketing efforts.
• 61.4% of marketers have used AI in their marketing activities.
• 19.2% of marketers spent more than 40% of their marketing budget on AI-driven campaigns.

Source: From Influencer Marketing Hub 2023

While AI usage is growing, advertising professionals are very aware of the challenges the technologies pose.

AI Presents Diverse Use Cases for Advertising Professionals

1. Data Analysis
2. Content Generation
3. Natural Language Processing (NLP)
3. Media Buying
4. Real-time Personalization
5. Enhanced Targeting
6. Automated Decision-Making

The adoption of artificial intelligence (AI) is revolutionizing a brand’s advertising operations, providing advertisers with unparalleled insights into consumer behavior and the opportunity to create customized solutions, products, and experiences. Yet, as we strive for innovation and efficiency, it is crucial to pause and contemplate the pivotal role of ethics in this AI-driven landscape.

Navigating the Video Advertising Landscape: The Crucial Role of Responsible AI

As AI continues to wield its influence, responsible practices become imperative to mitigate potential risks and foster a trustworthy advertising ecosystem. Responsible AI in video advertising involves aligning technological advancements with ethical considerations, ensuring that the benefits are distributed equitably and that potential biases are identified and addressed.

At its core, Responsible AI revolves around the use and development of AI algorithms that align with human principles and societal values. The primary aim is to guarantee that AI is designed and applied with key principles in mind: fairness, reliability, privacy, inclusiveness, and transparency. This approach ensures a balanced and ethical integration of AI technology into our lives.

Transparency

Transparency is the core principle of AI-powered advertising strategies. To ensure ethical AI practices it is important to safeguard these cornerstones. 77% of consumers are more likely to trust companies that have ethical use of AI policies, according to global research. Transparency isn’t a buzzword in the advertising industry. It is the key to building deeper and meaningful relationships with the target audience.

Privacy and Data Protection

Privacy and Data protection have been the constant concerns in the advertising ecosystem. With Generative AI capabilities advertisers must be vigilant in handling vast data sets/ Obtaining explicit consent for data usage and adhering to robust data protection regulations are the essential practices.

Additionally, advertisers must be careful of the biases as predictive text leverages historical data. Advertisers must deeply analyze and audit the AI system to identify and rectify the bias.

A significant 81% of Chief Marketing Officers (CMOs) express the belief that regulating generative AI is essential. This underscores the importance of approaching the implementation of AI technologies with careful consideration and a commitment to responsible practices.

The Road Ahead: Balancing Innovation and Ethics with Human Expertise

While Artificial Intelligence is a powerful tool, the integration of human expertise remains essential for advertisers to navigate the complexity of contextual nuances, ensure brand alignment, and address unforeseen challenges in the dynamic digital landscape.

Ethical Considerations in AI Development:

While AI algorithms can automate decision-making processes and optimize content delivery, it is essential to embed ethical considerations into the very fabric of AI development. Human experts play a pivotal role in defining ethical guidelines, identifying potential biases, and ensuring that the algorithms align with societal values. Striking a balance between technological advancement and ethical boundaries requires the expertise of those who can navigate the nuanced landscape of human values and cultural norms.

Human Oversight for Algorithmic Accountability:

Even the most advanced AI algorithms are not infallible. Human expertise is indispensable in providing oversight and accountability. Human experts can monitor algorithmic outputs, identify unintended consequences, and intervene when necessary to rectify biases or ethical lapses. This human touch ensures a level of transparency and accountability that machines alone cannot provide.

Understanding Context and Nuances:

Human expertise brings an understanding of context and nuances that are often challenging for AI systems to grasp fully. While algorithms excel at processing vast amounts of data, human experts can interpret cultural, social, and contextual subtleties that impact the effectiveness and appropriateness of video advertising. Striking the right balance between innovation and ethical considerations requires a deep understanding of the human experience, something that AI, as of now, cannot fully replicate.

Adapting to Evolving Ethical Standards:

Ethical standards evolve with societal changes, and human expertise is crucial in adapting AI systems to these shifts. Human experts can analyze the evolving ethical landscape, update algorithms accordingly, and ensure that video advertising practices remain aligned with the values and expectations of the target audience.

Maintaining Creativity and Emotional Intelligence:

While AI can analyze data and make predictions, it lacks the innate creativity and emotional intelligence that humans bring to the advertising industry. Crafting compelling and emotionally resonant content often requires human intuition, cultural understanding, and the ability to connect with diverse audiences on a personal level.

Conclusion

In conclusion, we can say that AI will play a vital role in advertising operations and advertisers need to be highly skilled to maintain data privacy, trust, safety, and high standards of advertising.

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

Discover the Trends Taking Over in 2024

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

Brace yourself for the cookie countdown

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

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

Focus will be more on Personalization and Hyper-Targeting

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

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

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

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

Video Content Dominance

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

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

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

Interactive Content

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

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

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

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

Role of Generative AI

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

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

Conclusion

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

Silverpush is elated to share the joy of being honored with the Bronze award at the esteemed Marketing Excellence Awards 2023 in Indonesia, hosted by Marketing Interactive Asia. This recognition is a testament to our commitment to innovation and excellence in the ever-evolving landscape of the advertising industry. 

Together, we embarked on a journey to redefine the digital presence of Wyeth S-26 Procal Ultima through the incredible campaign, ‘Together We Are Unstoppable,’ in collaboration with Dentsu & Nestlé powered by our cutting-edge Mirrors AI technology. 

Campaign Objective: Digital Presence with Privacy in Mind

Wyeth S-26 Procal Ultima’s objective was clear – to amplify its digital presence and market share while prioritizing user privacy. In the highly competitive growing-up milk category, navigating the cookieless phase presented unique challenges. Cookieless targeting in a competitive market space makes it difficult to effectively reach the target audience 

Our Approach: Mirrors AI Technology

For this campaign, Nestlé Partnered with Dentsu Indonesia & leveraged Silverpush’s next gen AI-powered hyper-contextual technology-
Mirrors. By identifying key context & analyzing Youtube videos for cues, it extracted relevant context to identify key moments for ads targeting parents and new moms. Ad placement followed the GARM framework and utilized custom exclusion themes to ensure alignment with suitable content. 

Award-Winning Results:

The impact of the campaign was nothing short of extraordinary. The campaign reached over 10 million women, the growth metrics spoke volumes – a remarkable 27% increase YTD June 2023 and a notable +2% boost in brand imagery for A2 Milk.

Final Thoughts: A Collective Triumph

Silverpush acknowledges and expresses sincere gratitude to our partners, Dentsu and Nestlé, for their invaluable contributions. This success stands as a testament towards our collaborative synergy. Together, we remain dedicated to upholding standards of advertising excellence and pioneering innovative solutions.

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 identify key contexts like celebrities of micro-influencers for a high level of engagement.

Logos of minority communities-owned brands – By identifying key contexts like brands 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!

As consumers increasingly shift from traditional linear television to streaming services, marketers are recognizing the significant potential of addressable advertising in Connected TV (CTV). This shift allows for the delivery of tailored ads to different streaming viewers based on their audience persona, leading to more effective results in specific segments and facilitating advanced attribution.

Despite the growing enthusiasm for CTV advertising, it remains a relatively new channel for marketers. Understanding how inventory is bought, sold, and tracked on this platform is crucial. The deals in the CTV space that are most favorable to buyers need to be identified. Additionally, exploring the current state of CTV CPMs (cost per thousand impressions) is essential for marketers to make informed decisions.

To navigate the landscape of CTV ad inventory effectively, it’s crucial to delve into the factors influencing pricing in the channel. By gaining insights into attribution goals and challenges associated with CTV, marketers can strategically position their brands to capitalize on the emerging opportunities in this format. In the coming year, attention should be focused on key aspects of the CTV landscape to maximize the benefits for marketers.

Predicted growth of Connected TV Ad Spend in 2024

As we approach 2024, “Connected TV ad spend” has become the buzzword in the advertising realm, and for good reason. Anticipated trends suggest a significant surge in Connected TV ad spend, reshaping the landscape for advertisers and businesses.

Consider the following insights:

Prediction 1: According to a recent forecast by eMarketer, the projection for CTV ad spend in 2024 is an impressive $14.12 billion, marking a substantial increase from the $9.36 billion recorded in 2021.

Prediction 2: The same report indicates that the share of CTV ad spend in total TV ad spend is expected to climb to 44.6% by 2024. This signifies a notable shift in advertising strategies, with businesses increasingly favoring Connected TV advertising over traditional TV advertising.

The driving force behind this surge lies in evolving consumer behavior. The prevalence of over-the-top (OTT) media services such as Netflix and Hulu has led more consumers to transition from traditional TV to Connected TV. This shift creates a plethora of opportunities for advertisers to connect with a broader and more engaged audience, contributing to the predicted uptick in connected TV ad spend in 2024.

However, it’s crucial to emphasize that, with this newfound power, advertisers must wield it responsibly. While the rise in CTV ad spend is exciting, the focus should not merely be on spending but on spending wisely, adapting strategies to align with the evolving landscape.

How Advertisers can Leverage the CTV Surge?

Preparing for the surge in Connected TV (CTV) ad spend requires strategic planning. Here’s a guide to help advertisers capitalize on this opportunity:

Know Your Audience:

Start by understanding your target audience. Identify their interests, preferences, and viewing habits. This knowledge will serve as the foundation for your ad strategy, ensuring that your advertisements effectively resonate with your intended viewers.

Personalize Your Ads:

Harness the potential of CTV by creating personalized ads that cater to individual users. Tailor your content to speak directly to your audience, emphasizing the importance of relevance in your advertising efforts.

Leverage Data:

Utilize data from past campaigns to inform your future strategies. Analyze what worked well and what didn’t. By learning from both successes and mistakes, you can refine your approach and optimize your advertising efforts.

Test and Learn:

Given that CTV advertising is still in its early stages, there’s ample room for experimentation. Be bold in trying out different approaches to see what resonates best with your audience. Embrace a test-and-learn mentality to refine your strategies over time.

Stay Nimble:

The landscape of CTV advertising is evolving rapidly. Stay attuned to industry trends and be ready to adapt your strategies accordingly. Being nimble and responsive to changes will position your advertising efforts for continued success.

Also read: How Silverpush Ensures Brand Safety in CTV Advertising?

In conclusion, the anticipated increase in CTV ad spend presents a unique opportunity for advertisers. To make the most of this golden opportunity, it’s essential to stay informed, remain flexible, and always prioritize understanding and connecting with your audience. Are you ready to seize the moment? Contact us to get started with CTV advertising.