More and more brands are investing in streaming video ads to promote their services. However, high quality videos are just the beginning. To ensure the success of a video marketing campaign, you should consider leveraging contextual targeting.
In this article you will learn about:
- The importance of video advertising
- AI-based ads targeting techniques
- The reasons why you can use contextual targeting with video ads
- The benefits of combining streaming video ads and contextual targeting
Table of Contents:
- This is the time of video advertising
- The power of AI is now available for video ad publishers
- Video ads streaming combined with contextual targeting – how does it work?
- Benefits of double power: video ads and contextual targeting
- Is context more relevant than behavior?
Advanced technologies are shaping the new reality for companies all around the world. The continuous development of business solutions based on artificial intelligence enables them to improve their efficiency. AI has a strong impact on marketing – one of the techniques that benefited from implementing AI is contextual targeting. It has come back into publishers’ also good graces because Google announced the deletion of 3-rd party cookies from Chrome. This can be leveraged for targeting different types of content, and it proves to increase the effectiveness of video campaigns. So, you can use contextual targeting with video ads – this is a perfect combination.
This is the time of video advertising
Users are often more attracted to video content and video ads than to static ads or text. Why is that? Well, viewing videos does not require as much focus and time as interacting with other types of content (for example an article). Such a form of advertising also stimulates both sight and hearing – it can leverage static images, animations, recordings, text, and sound (music and speech). Streaming video ads can be really powerful, even if they last only a few seconds.
It is quite obvious to advertisers that we are entering (or have already entered) the era of video advertising. We predict that in 2022, 82% of the traffic on the internet will be propelled by video. Multiple research shows that advertising using video format is simply more efficient. Users tend to remember 95% of the content, if it is presented in a video ad, and they can recall only 10% of written content. Additionally, video ads stay in our memory for a long time. 80% of the users remember watching a video ad (so they also have some associations with the brand or product) for 30 days. Nine out of ten users claim that it was video that helped them make a decision to buy a product or service.
The power of AI is now available for video ad publishers
Contextual targeting allows for the automatic publishing of ads based on a website’s content. To put it simply, ads are displayed on websites or mobile apps filled with content related to a particular ad. How does this work? Contextual targeting technology analyzes specific signals like:
- a website’s URL,
- content category,
A lot of a website’s or app’s information is carefully analyzed in order to understand the contextual relevance of each page and show its users ads that refer to its content. For example, imagine you are viewing a website with cooking recipes, and you see an ad for an online cooking class. Or, while watching a video tutorial about how to make good pasta, a streaming video ad of pasta is displayed. Ads combined with contextual targeting correspond with the content of the website or an app they are presented in.
Video ads streaming combined with contextual targeting – how does it work?
All you need to do to create an outstanding video and embrace the power of AI in your marketing campaigns is to get in touch with the right martech experts. Video advertising is a complex process that requires the right strategy, tools, access to advanced technologies and, of course, a lot of experience with a pinch of the right intuition.
You can increase the chance for your campaign’s big success by:
- getting great video advertising strategy for your company,
- producing the highest quality, engaging videos for different brands,
- improving the effectiveness of video campaigns with contextual targeting (and other advanced techniques),
- assessing the performance of video ads with multiple metrics.
Benefits of double power: video ads and contextual targeting
Streaming video ads efficiency can be significantly improved with contextual targeting. There are many advantages of the contextual targeting of video ads.
Thanks to placing an ad on a website that presents content related to its topic, you have a better chance to reach an audience that will be interested in your video. The simplest targeting techniques are based on user behavior. Think about it – how many times have you seen an ad of some brand you are totally not interested in, after you visited its website just for a minute? Contextual targeting leverages an entirely different advertising model, by showing users ads that correspond with the content they’re engaged in at the very moment.
Improved customer experience
As the video ads presented on a particular website will be related to its content, it in some way enriches user experience by providing additional values. A user reading about new technologies in e-commerce might just be interested in an ad of a software house that offers tech consultations for e-commerce companies. Contextual video ads targeting allows ad publishers to give more to the audience, rather than give them something totally different from their current expectations.
Reduced risks for a company’s reputation
Customers can become very irritated by video ads that interfere with their current activity on a certain website, but if the ad is related to the website’s topic, the negative impression may be reduced or even eliminated. It is also important to mention how contextual targeting increases your brand’s safety. There are some concepts, brands or products you don’t want to be associated with (such as illegal content, pornography, violence, but also negative news related to brand or industry). By leveraging contextual targeting, you are making sure that your ads will be displayed only on the websites or apps which focus on content related to your offer.
Respect user’s privacy
Unlike other popular advertising techniques, contextual advertising does not require any personal information about the users to display relevant ads to the users. It analyzes the content of the website or app, not the users’ behavior. It is quite obvious that leveraging contextual targeting is quite a big step forward into the cookieless future of advertising. With this technique, you can present your videos to the right audience, but at the same time request less of their private information.
Is context more relevant than behavior?
Behavioral advertising allows for providing personalized ads to users depending on what they have been doing on the web (what they watched, played or read). It means that their activity has to be tracked and analyzed in order to adjust the content. At the same time, with contextual targeting, we can provide users with the ads corresponding with the content they are engaged in at the very moment and without violating their privacy. Instead, we leverage the real-time interests of potential customers, by adjusting ads to the content of the website or application viewed by a person (and not based on specific person activity). Presenting the ad in the right context strengthens the brand’s message, does not cause negative associations and enables brands to respect the privacy of their potential customers.
Our team works with companies from various industries. RTB House’s Deep Learning solutions can provide you with 50% more value than traditional, legacy marketing tools.
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