Here are 6 ways to take advantage of today’s cutting-edge contextual tech and set a winning contextual strategy for your next video campaign.
With the demise of 3rd party cookies, contextual is the talk of the town. But in looking beyond the industry buzz, advances in technology have sparked a contextual evolution, providing brands with sophisticated solutions powered by deep learning, NPL, and computer vision. As contextual technology has evolved, so too should media targeting strategies.
Here are 6 ways to take advantage of today’s cutting-edge contextual tech and set a winning contextual strategy for your next video campaign.
This may seem obvious, but it’s an often overlooked tactic in building an impactful contextual strategy. With the right contextual solution, you can now target endemic content that directly matches your customers’ key interests - at scale. From adventure travel enthusiasts to women’s basketball fans, use what you already know about your customers to connect with them in the moment via their passion points.
Whether it’s party planning for a summer cookout or daydreaming about their next winter getaway, consumers think seasonally and brands should too. Leaning into seasonality is a great way to instantly increase the relevance of your creative. For example, an auto summer sales event ad becomes hyper-relevant when surrounded by content about summer activities like road trips, grilling, vacations, or even summer fashion.
Consumers today expect brands to take a stance and advertise with purpose. Contextual targeting allows brands to find topical moments that align with core brand values while avoiding those that don’t. Showcasing what your brand stands for in an authentic, relevant context amplifies the power of your purpose-driven messaging.
If brand awareness is your main campaign goal, consider targeting 2-3 broad verticals (e.g. travel, entertainment, sport) to start. After learning which categories deliver the best results, you can continually refine your targeting to contextual segments that provide the best ROAS.
Contextual conquest targeting helps you stay one step ahead of the competition. By targeting content where competitive brands or spokespeople appear, keep your brand top-of-mind with customers at exactly the right moment.
The key to it all is finding a partner who actually analyzes video content. Partners who can apply multi-layer content analysis for video and text, provide a deeper understanding of video context that goes beyond surface-level semantics.