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How Contextual Targeting on YouTube Helped Lipton Drive Consumer Engagement

Leveraging video advertising has become highly essential for brands if they want to achieve success in their marketing efforts. YouTube is the largest online video hosting platform and therefore offers ample video advertising opportunities to brands.  This article discusses how Lipton leveraged YouTube contextual targeting to drive consumer engagement.  We are all currently living in very difficult times. The coronavirus pandemic has turned both health of people and the world’s economy upside down. It has disrupted the lives of people across the world. The mental health of people has been adversely affected. Lipton decided to fight the pandemic together with the people. It ran a “Stay at Home” YouTube advertising campaign .  The campaign aimed to encourage people to spend time with their loved ones and reconnect, and increase mental well-being awareness among them during the pandemic. For this, Lipton leveraged Silverpush’s Mirrors - the world’s first AI-powered in-vide...
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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...
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How Marketers Can Deal with The Second Screening Behaviour of Consumers

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...
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