Contextual Targeting & Video Advertisements: Silverpush

Besides being a source of entertainment and knowledge, online videos are also helping people in adapting and coping with the pandemic. The content creators on YouTube are asking their viewers to remain in their homes as much as they can and are offering advice on how to adapt to the new normal by making necessary changes in daily life. This article discusses the different types of YouTube content, viewership of which has increased due to the pandemic. Knowing these trends will help brands and their partner YouTube marketing companies in better planning their YouTube advertising strategy.  Pandemic has made working from home a norm. This has led to an increase in the consumption of YouTube video ads content that provides tips and tricks on how to do it efficiently and effectively. The content in these videos covers topics such as how to troubleshoot a slow internet connection, how to collaborate effectively with remote team members, etc. In the period between 10 May 2020 and 5 Ma...

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...

Ad adjacency to brand unsafe content is highly damaging to a brand’s image, leading to a decrease in conversions and sales. Recent research again confirms that brand safety is crucial for brands. The survey research was conducted by GroupM and involved thousands of consumers from different countries. It provided insights into people’s concerns about digital marketing and gave noteworthy considerations for marketing professionals. Sixty-four percent of consumers stated that that they form a negative opinion of a business or brand whose ads appear adjacent to any sort of inappropriate content. Digital ads were regarded as being of a highly intrusive nature by thirty-seven percent of the participants. Seventy-five percent of the participants said that it is the duty of the digital platforms to prevent inappropriate content. They stated that marketers should do all that is required to ensure the setting up of appropriate parameters for the placement of ads for effective and brand-safe adv...

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....

Watch time for streamed video content is increasing at a rapid rate. More and more brands are now investing in digital video advertising in order to connect with the people where they are watching. Brands are reshaping their advertising strategies to follow a digital-first approach. This approach is fetching them great results. Here are a few examples of brands that used a digital-first approach for video ( Youtube Advertising ) and drove success. An automobile company wanted to launch the 2021 model of its flagship crossover utility vehicle. Besides a highly competitive market, the brand faced another problem – there was not even a single in-person auto show happening because of the pandemic. The car manufacturing company decided to reach people virtually through a YouTube video campaign. The brand’s creative team followed best practices for engaging people interested in automobiles on YouTube. The team focused on creating relevant content according to how people shop for cars; they ...

Facebook is a well-established social media platform. Its video audience is growing at a fast rate. Brands can leverage this video audience to drive huge reach and awareness. This article discusses how Castrol made use of Silverpush’s AI-powered contextual video advertising technology to utilize Facebook’s video content to its full advertising potential. Castrol wanted to build brand awareness and relevance in Vietnam. For this, it decided to tap into the rapidly growing video audience on Facebook. Castrol wanted to target specific audiences engaging in interests like motorcycles, racing, cars, automobile repairing, etc. in real-time while portraying itself as an adventurous brand. To achieve its goals, Castrol leveraged Mirrors for Facebook, an innovative product developed by Silverpush, one of the leading ad tech companies . Mirrors make use of human augmented artificial intelligence technology that allows marketers to achieve granular targeting on the world’s largest social media p...

In today’s time, people spend more time-consuming content on their smartphones than on their TV screens. Even when they are watching television, people tend to look into their smartphones, and during the TV commercials, their focus fully shifts to their phones. A research study that tracked eye movements of in-home participants found that over 90% of them watched TV with their mobile phones readily available to them. Participants looked into their television screens for only half of the time. The research found that one of the main reasons for not paying attention to television was participants’ staring at their smartphones. The concurrent use of the second screen, mainly smartphones, has become an inseparable part of watching TV. Due to this second screening behavior, it is becoming really difficult for marketers to engage people in TV ads, resulting in ad waste and a significantly lower return on ad spend. To deal with this problem, marketers need to adopt a Cross Platform Advertisi...