Contextual Targeting & Video Advertisements: Silverpush

With over four and a half billion internet users in the world, a substantial portion of the global population is online at any time of the day. The pandemic has increased the number of hours spent online every day by a person. The information and entertainment available over the internet have made it an indispensable part of people’s daily lives. People watch a lot of online videos across different video hosting sites on the internet. But, the largest video hosting platform on the internet is YouTube. Every month, YouTube witnesses the signing in of more than two billion users from around the world. Over one billion hours of videos are being watched daily on YouTube. Apart from the above facts, the YouTube advertising options are plentiful, thus making it the most sought-after platform for marketers. Apart from YouTube, people also watch a lot of television. Marketers thus have to use the right mix of YouTube advertising and TV advertising in order to reach their desired audiences. ...

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...

The way people consume content has changed drastically, as there are available numerous sources of content along with great advancements in technology. Before the popularity of mobile gadgets such as smartphones and tablets, people used to watch television with just one device lying next to them and that was the TV remote. But now, this is not the case, as along with the TV remote there is almost always present at least one other device – a smartphone, laptop, or tablet – in close proximity to the television viewers.   So, people now do not engage with one content source at a time but do multi-tasking by using their smartphones while watching their TV shows, especially during ad breaks. Experts use the term second screening to describe this behavior of people. Over the past decade, there has been a rising second screening trend and brands have been witnessing a significant drop in return on their TV ad spend. To combat this grave issue of second screening, marketers are makin...