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...

With brands increasingly moving into digital advertising, more and more issues concerning brand safety and ad fraud are coming into the spotlight. Video advertising has now become an indispensable part of a brand’s digital advertising strategy. Thus, ensuring brand safety on YouTube has also become highly important for brands. A few years back, a grave YouTube and Google brand safety issue surfaced when Guardian withdrew its ads from Google and YouTube after it found its ads placed next to extremist content. Last year, another news broke out that ads of more than one hundred top brands have been found running on YouTube videos promoting climate misinformation. The Google and YouTube brand safety issues have prompted brands to question their marketing teams on the measures they are taking to ensure the running of their digital ads in an environment that is not only brand-safe but also aligns well with the nature of their business. If in case, a brand is handling digital advertising ...

Video advertising has acquired a prominent position in the digital advertising market. Video ads are better than other ad forms in capturing the attention of people. Video ads provide a powerful tool for marketers to connect with consumers. By tailoring the creative according to the target audience, marketers can connect with different types of audiences through a single video ad. There are various types of video advertising platforms available in the market. It can be difficult to choose one over the other. Which platform a business should choose mainly depends upon the products or services that it offers and the type of audience it wants to reach. This article discusses some of the main types of video ads that marketers should know. Facebook Video Ads On Facebook, one can use Ads Manager to create video ads or may boost a post having a video from the Facebook page. Video ads can be created by using multiple objectives such as brand awareness, engagement, reach, etc. Across Facebook...

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...

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...