4 Reasons to Activate Campaigns with Deep Contextual

Connatix is excited to announce the launch of our new contextual targeting solution for advertisers, Deep Contextual! Deep Contextual delivers the most intuitive contextual targeting solution for video using proprietary tech to help advertisers align content, creative, and customer experience for better video outcomes.

And it couldn’t have come at a better time. Consumer needs and brand challenges are converging. Today’s consumers expect privacy, want ad relevance, and love video. Meanwhile, brands face pressure to be privacy-first while still creating engaging video ad experiences. 

Deep Contextual checks all the boxes, providing a scalable, cookieless solution that connects brands with consumers’ in-the-moment interests through video ads that enhance the viewing experience.

Here’s why Deep Contextual is the perfect complement to your next video campaign.

#1: Deep Contextual drives results

Before rolling out the offering to everyone, we have been testing Deep Contextual with select advertisers, and not only does it work, but Deep Contextual campaigns outperformed those with no contextual targeting,  seeing on average:

• 17% increase in viewability
• 11% increase in VCR
• 13% increase in interaction rate
• 37% increase in CTR.

These results show that having an effective contextual targeting strategy is key, both to offset the impact of third-party cookie depreciation and to reach net-new audiences that may not have been targeted when using the same audience data sets repeatedly.

#2: Contextual targeting delivers relevancy

Reports show that 88% of consumers engage with ads relevant to their interests, which means that advertisers need a deeper level of content analysis to tap into those interests and deliver true relevancy.

Powered by deep learning, computer vision, and natural language processing, Deep Contextual uses multi-layer content analysis to create a holistic contextual understanding. It analyzes both videos (including visuals, text, audio, and metadata) and the page  (including text, images, and metadata) then runs these data points through an expansive knowledge graph to resolve ambiguity (i.e. Is face mask referring to beauty or medical?) and brings real-world meaning to data (i.e. Is the identified person “Katy Perry” or “Zooey Deschanel”?). 

From there, advertisers can leverage granular targeting tiers, including hundreds of categories and subcategories, brands, and famous individuals, to deliver messages with the highest-level of relevancy.

Because Deep Contextual provides precise contextual understanding and targets consumers’ real-time interests, your brand becomes a seamless part of the content experience.

#3: Advertisers gain access to massive scale & reach

Your ad message and strategy could be perfect, but unless it reaches the right audiences, can it really have an impact?

Over the years, Connatix has grown and cultivated over 500 premium publisher partners on over 4,000 sites. We’re now able to offer over 5B monthly video impressions to advertisers of all verticals to reach high value audiences.  As of May 2022, Connatix had over 1.77B+ categorized video ad impressions.

By partnering with us, you can access this premium inventory for efficient scale, which can be challenging to achieve with direct buys or reliance on bidstream data alone.

#4: We help you buy without complexity

Let’s face it… the path to the page can be inefficient, making it seem like your media dollars aren’t working as hard as you are. 

Buying through Connatix means one simplified buying path and increased operational efficiency, which puts more money towards working media. Because we have direct access to premium inventory, leverage an integrated tech stack, and offer a large variety of targeting options at efficient scale, we simplify the process without sacrificing quality! 

By reducing buying complexity, we remove an average of 3-5 hops within the supply path, reducing the middlemen, eliminating fees and providing better rates.

As a video-first platform, Connatix proudly powers Deep Contextual with in-house tech purpose-built for video and informed by our video innovation expertise.  Ready to get started? Visit our website to learn more.