How In-Video Contextual Advertising WorksPUBLISH DATE: 07 February 2020
Few things break the flow of a narrative as much a non-context insert. The same holds good in respect to advertising.
Various case studies show that even the best of advertisements, which have a feel-good factor about them, do not do well if they are not fitted into the context. A report from the University of Oxford supports this wherein it was observed that cheerful ads when inserted in between a gloomy part of the video do not create much impact.
In many cases, in-video ads which are not relevant to the video being watched, tend to put off the viewer and might not create the desired impact. Whereas, contextual advertising can help to better connect with the viewer and communicate the message more effectively.
In contextual advertising, ads related to the content being seen or read are placed to ensure better connections with the audience. Video ads can have more impact through in-video contextual advertising where in-video ads are placed relevant to the content being played out in the video.
This ensures that the viewer finds the advertisement to be closely related to what is being seen, and therefore, would be more interested in knowing about the product.
Experts cite that ‘Contextual Fluency” is a key component to process information. For example, an insurance advertisement would work well when a video about an accident is being streamed. Video coupled with the context becomes a potent tool to create an impression.
Implementing Contextual advertising
There are various tools available that help in implementing contextual advertising. Google AdWords is one of the most used marketing -technology platform where precise ads can be placed in relation to the context of a video or website.
Advertisers can place their ads which are triggered when specific keywords related to their product are being used, this is keyword contextual targeting. Whether an online user is reading a website/blog or watching a video, ads which are relating to the content are triggered that would better connect with the audience.
Marketing technology now also enables video advertising to be more precise. The advertisers can place specific adverts depending on what is happening within the video. Video platforms like YouTube have created a wide range of combinations of genre-content which can be used by the advertisers to stream an ad that is relevant to that particular moment in a specific video.
Artificial Intelligence is a key driver in enabling contextual video advertising. Recognizing scenes, a streaming video to identify the location within the video, understanding the facial expressions to comprehend the emotions, etc. and other computer vision applications like recognizing faces, logos, etc. are few of the AI-enabled technologies which are used for making contextual in-video ads.
Maximum utility through context
Content and message are the key to creating a successful advertisement. The ad would not be able to connect with the audience unless the message being conveyed is clear. However, apart from the content, there are two more elements that complete the trifecta of a perfect ad. These are the right time and the right audience. Contextual online advertising makes use of these three elements to ensure the maximum utility is obtained through an ad.
Using this form of advertising, an advert with the right content is created which is placed into the video at the right time to ensure that there is more possibility of the viewer connecting with the ad. Targeting them to a specific audience who can connect with the ad further enhances the success of an advertisement.