Contextual Targeting & Video Advertisements: Silverpush

Technology has made human life easy. Automatic cars helped humans ease long drives by eliminating the hassle of juggling between car controls and programmatic ads have eased the advertiser's life by taking away the hassle of manual tasks. Programmatic ads refer to the automated buying and selling of digital advertising space through sophisticated algorithms and real-time bidding. In 2021, the US was the largest programmatic advertising player. The ad spend of the region was estimated to be 167 billion whereas China and UK had 109.5 billion and 24 billion.  The most simple and easiest way of effective programmatic advertising is combining it with contextual advertising.  This form of advertising targets the relevant user based on the content consumed by the user. By this, it abides by the privacy of the user and reduces ad wastage.  Apart from the benefits mentioned above, advertisers are inclined towards contextual targeting because it offers enhanced brand safety.  ...

Following the elimination of third-party cookies as well as increasing brand suitability and safety concerns, marketers are progressively embracing contextual advertising . Yet there are dominating particular misconceptions that are making some marketing professionals reluctant in applying contextual targeting. This short article attempts to breast these misconceptions, to make sure that marketing experts obtain a crystal-clear image on contextual targeting . Misconception 1: Contextual advertising is an easy, keyword-based method It holds true that formerly contextual ad placement was based completely on keywords, however, this is not the situation currently. Today, we have artificial intelligence-powered contextual ad technology that provides exceptional outcomes. Traditional contextual advertising entails targeting wanted keywords in internet addresses, titles, meta summaries, tags, web page material, and so on for positioning of appropriate advertisements. In a similar way, stand...

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...

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...