Skip to main content

Lazada Leverages AI-Powered Contextual Video Advertising to Assure Product Authenticity

Video Advertising Youtube

It is very important for an e-commerce brand to win the trust of its consumers regarding the authenticity and genuineness of the products it offers. Without this trust, an eCommerce platform cannot meet its sales target.

Lazada, a Singapore-based multinational e-commerce company, wanted to promote its sub-brand LazMall through YouTube advertising while assuring people of full authenticity and genuineness of LazMall’s products. LazMall is the largest virtual mall in the Southeast Asia region. It offers products from more than eighteen thousand brands both international and local. It enables brands and sellers to directly engage with consumers and provide a customized experience to them.

As Lazada wanted to promote LazMall and at the same time assure people of one hundred percent authenticity of its products, it required granular targeting of different groups of audiences on YouTube for different products such as home and lifestyle, electronics, sports, fashion, health, and beauty, etc. in a single YouTube ad targeting campaign, and connecting with YouTube viewers at those contextual moments when they were very likely to engage with the ads.

In order to target YouTube viewers at the most contextually relevant video moments, Lazada leveraged the AI-powered in-video context detection platform, Mirrors, developed by Silverpush. Mirrors works by detecting contexts such as logos, objects, faces, actions, etc. in videos in order to serve the most contextually relevant ads.

For delivering lifestyle and fashion-related brand communication, Mirrors’ face detection technology identified YouTube videos featuring famous celebrities, popular influencers, and well-known bloggers. Through its logo detection capability, Mirrors identified videos featuring competing e-commerce platforms such as Shopee and brands across different categories such as Procter & Gamble. It then communicated contextually relevant messages from Lazada during moments when video viewers were highly receptive and likely to engage.

Mirrors’ YouTube contextual targeting technology-enabled Lazada to connect with viewers during their product discovery and buying moments by identifying actions in videos such as tours of stores, unboxing of products, etc.

The results of the Mirrors-powered YouTube video ads campaign were excellent with a twenty-five percent higher view-through rate and forty percent higher click-through rate than corresponding benchmarks. The use of Mirrors also prevented ad waste unlike blanket targeting advertising approaches.

By using Silverpush’s AI-powered contextual video advertising technology, Lazada was able to effectively emphasize the authenticity of its products during the key contextual moments when consumers were most receptive to the brand’s communication.

Labels:

Comments

Post a Comment

Popular posts from this blog

Using YouTube Ads on Connected TV To Reach New Audiences

Even before the coronavirus outbreak, people’s preference was increasingly shifting to streaming over linear television. But in the year 2020, this trend accelerated at a rapid rate. According to eMarketer’s forecast, during this year, about eighty-three percent of households in the United States will have at a minimum one connected TV, consumed by at a minimum of one person each month. In the United States, watching connected television has now become the mainstream viewing behavior. Marketers have been delivering TV ads for decades. Now, connected TV offers new opportunities to marketers to engage consumers. By leveraging the right mix of connected television and linear TV, marketers can make the most out of their ad spend. Statistics show that YouTube viewers are increasingly watching YouTube on their TV screens. In the month of December, last year, more than one hundred and twenty million people in the United States watched YouTube content or YouTube TV on their television screens....
Post a Comment
Read more

Contextual Targeting Has Become Indispensable for Marketers

Contextual targeting has been around for a long time. Although it gained importance during its initial years, its importance was later on surpassed by behavioral targeting. But now, the scenario is changing and brands are increasingly using contextual advertising as the primary way to connect with consumers. Below are discussed the reasons why contextual ad targeting has become indispensable for marketers -  It does not make use of users’ personal data Contextual ad targeting does not involve the use of third-party cookies that collect users’ personal data. Hence, this approach to advertising is fully compliant with the data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Major web browsers like Safari and Firefox have already blocked third-party cookies, and Google’s Chrome browser will do so by 2022. Also, Google has recently announced that it will not develop any individual tracking technology in the fu...
Post a Comment
Read more

Dynamic Brand Suitability Technology Helps Deal with Shifts in Culture and Thinking

Brand suitability is a dynamic concept that cannot be defined rigidly. It is highly dependent on the current thinking of people, prevailing ideas, perceptions, and culture. In this digital era, as people’s notions change at a fast rate, so does the list of what is brand suitable or unsuitable. Therefore, brands require dynamic brand suitability technology. News and online video sites such as YouTube are among the most sought-after websites for digital advertising. These sites regularly publish content that is based on the latest notions and happenings. Brands are unaware of the content next to which their ads are going to be placed. For instance, an ad of a truck brand may appear against a YouTube video about global warming. This will create a YouTube brand safety issue for the brand, as viewers will build a negative opinion of it. The advertising strategy of brands was highly affected by the me-too movement, which was regarded as a major change in the socio-cultural norms. Brands t...
Post a Comment
Read more