How to Leverage Innovative Technology to Advertise With Integrity

Integrity within the advertising industry has never been more important as consumers demand brand values align with their own. This leaves brands having to look inward, considering their own values and examining what publishers and media companies they spend their ad budgets with. One of the ways brands can achieve this is to leverage innovative technology solutions to assist campaigns and media buys with integrity. These tools can help brands match ads to relevant content as well as become more efficient at focusing ad spend, and uploading and deploying ads.

Connatix’ Deep Contextual technology is one of the solutions that can help brands navigate this concept. The most intuitive contextual solution for smarter video advertising, Deep Contextual, delivers unmatched contextual insights  to unlock real-time relevance at scale for cookieless video targeting. Deep Contextual allows advertisers to align content, creative, and customer experience for better video outcomes. With Deep Contextual, advertisers will have key contextual insights to help them make decisions on what content to run against, to ensure it aligns with their brand identity and campaign goals. Our in-house technology delivers adaptive, human-like reasoning to identify and resolve contextual ambiguity. 

For brands looking to integrate with technology like Deep Contextual here’s what to consider:

1. Consider Context

Cookieless advertising is forcing brands to embrace contextual targeting to match audiences with relevant ads. This isn’t a bad thing, as contextual can be your friend as you seek to serve ads at scale. For video advertising, consider working with publishers that employ advanced video players and provide in-video contextual alignment between your ads and their content.

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. Connatix Deep Contextual uses AI (including deep learning, natural language processing, computer vision) to analyze audio, text, metadata, and videos in real time. After extracting multimedia data points, a knowledge graph contextualizes and classifies the outputs using a real-world understanding of media content, trends and connections between topics to derive insights about notable brands, celebrities, language sentiment, and content categories/subcategories that are either mentioned or seen. The end result is a contextual solution smart enough to know when a video about Elon Musk should also be tagged as Tesla, and when it should be categorized as business vs. green technology, for example.

2. Employ automated tools

When it comes to in-video contextual targeting, there are advanced solutions to analyze the content you’re thinking of serving ads against and who’s watching it. These new, deep contextual tools leverage AI, machine learning and natural language processing to gather contextual data from audio and video content on a publisher’s platform in real time. These insights can help to identify categories that can be used for targeting, allowing you to make better decisions about ad buys.

These segments of AI work together to power Connatix’ multi-layer content analysis tools, creating a holistic scan of contextual data points including page, video, and metadata. Advanced computer vision allows us to see, interpret and understand the visual world, including text and images; natural language processing understands human language as it is both written and spoken in video visuals and audio tracks; and deep learning applies a brain-like logical structure to all of the outputs. 

As an example, global CPG company Mars wanted to support the LGBTQ+ community by helping increase awareness of Pride Month in 2021, and in doing so align its Skittles brand with the cause. Mars partnered with Connatix to serve video ads to the premium audiences of publishers like Eater, Grub Street and Taste of Home, as well as others within Connatix’s network of publishers. The campaign used Deep Contextual to reach relevant viewers, resulting in nearly a half million impressions with a 92% video completion rate (VCR) on desktop and an 87% VCR on mobile.

3. Efficiency through Supply Path Optimization (SPO)

As brands approach their ad buys, they should aim to remove layers between the brand  and publisher partner by leaning into SPO. This is done through an integrated solution like Connatix’ that streamlines the process, creating efficiencies that save you money. 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, Connatix increases operational efficiency for advertisers through direct access to premium content and less added fees by eliminating intermediaries.