Contextual Targeting & Video Advertisements: Silverpush

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...

By delivering the right message to the right people at the right time, brands can form meaningful connections with the consumers. This can increase brand awareness, website traffic, conversions, and sales. This article discusses how Rakbank, a UAE-based bank, capitalized on the in-game moments to promote its credit card among the Barca fans by leveraging Silverpush’s real-time moment marketing platform.    RAKBANK launched the FC Barcelona credit card in order to bring Barca fans closer to their club. RAKBANK wanted to reach the target audience for its new credit card by tapping into Barca fans’ emotions, passion, and pride. For this, it utilized the powerful moment and sync marketing platform , Parallels, developed by Silverpush. Barca fans experience a state of intense excitement and happiness during every match. By utilizing sports sync’s historic data, Silverpush identified the game’s three euphoria moments that it could tap into for connecting with the fans and promoting...