Media & Content Management
Easily manage and organize your video library with a scalable solution built for streamlined control and delivery.
3 Tips To Maximize Audience Engagement This Winter
With more ad dollars than ever flooding the market, it's vital that advertisers think outside of the box and create smarter strategies to break through the winter advertising noise.
Season of giving is right around the corner, and marketers should feel optimistic as reports predict holiday ad spend to climb to over $40B in 2022. With more ad dollars than ever flooding the market, it's vital that advertisers think outside of the box and create smarter strategies to break through the winter advertising noise and reach the right audiences.
Here are three Q4 targeting strategy tips you may be overlooking to better engage with audiences this season.
#1 Consider niche audiences
When breaking through the holiday advertising clutter, it may be beneficial to consider targeting niche interests in addition to broad awareness. Studies show a 76% increase in memorability for ad messaging aligned with content readers are consuming, making highly-relevant ads valuable when it comes time to buy. For a food company it's natural to target audiences on recipe sites this Thanksgiving; however, you may want to also consider reaching a less obvious target audience, such as those consuming health conscious content.
AI advancements in contextual targeting have allowed marketers to discover what audiences are truly interested in, beyond simply the topic of the article, by also analyzing video content. By achieving holistic contextual understanding, advertisers can deliver their message to the most receptive audiences.
#2 Focus on cause-based moments
More than ever before, consumers are making a point to buy consciously from brands that align with their values. By focusing on causes consumers care about this winter, such as Breast Cancer Awareness Month or World Mental Health Day, marketers can appeal to audiences in more meaningful ways.
The right contextual solution at scale can help advertisers identify and reach audiences choosing deliberately to buy from brands based on value alignment.
#3 Refresh your ad formats
While video is the most engaging type of content for brands - 66% of consumers rely on video content to learn more about a brand or product - standing out in the chaos of holiday traffic can be difficult. Adding CTA buttons, non-intrusive banners, and shoppable units around your video ads captures audience attention and drives traffic to your site.
Pairing engaging creative ad formats with in-video seasonal targeting is the recipe for success in reaching users in relevant moments.
