As the days get longer and flowers begin to bloom, leverage these tips to help your brand stand out this spring.
Between outdoor events, spring cleaning and family vacations, consumers are looking for content that covers it all this spring. By leveraging contextual targeting, you can ensure your brand is reaching consumers at the right place and the right time for maximum impact.
Here are three ways that savvy advertisers can plant the seeds for campaign success this season.
From MLS and MLB season openers to SXSW, Coachella, and the Met Gala, spring brings a revitalized energy complete with outdoor entertainment, lifestyle, and cultural activities. But it’s no longer just about what happens on the court, field, or stage. Sports fanatics, festival-goers and entertainment lovers streaming the excitement from home are just as invested in the fashion, celebrity gossip, and more behind the scenes. Not to mention the amount of time spent looking into the weather before a big event, hoping that April Showers are just a myth.
When deciding on contextual categories to target, it’s time for advertisers to start thinking outside the box, considering more than the obvious – arts & entertainment, sports, etc. – but also targeting the related content categories consumers need, like weather, healthy living, and fashion.
This is also where technology solutions that provide content-level insights like Connatix’s Deep Contextual™ can come in handy, ensuring content / creative alignment to boost engagement.
Spring is a time to refresh and reset, and there’s no better time to clean out cluttered closets and take on home improvement projects that were put off all winter. The excitement around spring cleaning paired with sustainable holidays like Earth Day make spring the perfect season for brands to lean into purpose-driven brand messages, especially since 41% of consumers consider environmental and social consciousness their top purchasing criteria.
By targeting broad categories like environment, conservation, and sustainability alongside more specific content-focused topics like the names of relevant NGOs, eco-friendly brands, or sustainability-minded celebrities, you can ensure that important brand messages reach the right eco-minded consumers.
Spring is not only the perfect time to come out of hibernation and try a new outdoor restaurant or dog park, it’s also a great time to revamp your contextual approach with new targeting strategies. Try conquesting – targeting content where competitive brands or spokespeople appear – to stay ahead of the competition. Or think about aligning your brand with a spring holiday or cultural moment, like Cinco de Mayo or Mardi Gras for F&B brands, or prom and spring break for retailers. This is also a great time to spring clean your creative ad formats, trying tactics like CTA buttons or shoppable units to capture attention and drive traffic. These strategies will ensure your brand is always top of mind for consumers at the times they are most interested and open to learning more.