Top 3 things marketers need to consider with contextual video advertising
With the deprecation of third-party cookies fast approaching, brands are starting to double down on strategies to target their most valuable audiences. Contextual targeting provides a solution for brands to hone in on the right consumers at the right moment with the right creatives.
Video is the most popular advertising format, thus attracting increasing attention from both brands and agency marketers. If context is king, then contextual video is the paradigm.
We sat down with industry experts Gadi Baram, Product Manager, and Julia Golub, Senior Sales Director, at 4D Context Outcomes Engine, to discuss the top 3 things marketers need to consider with contextual video advertising.
1. Computer Vision and Visual Signal Recognition: Decipher your video visually with intelligence
Unlike the oversimplified way of using metadata to decipher a video, 4D technology is built on the latest machine learning models. Most solutions in the market use metadata to target video, focusing simply on extracting text or audio information and not relying on the holistic context of the data.
By breaking down the video into keyframes and tapping into advanced computer vision and visual signals, 4D deciphers the actual visual entities and events taking place in the video. This technology allows 4D to understand what the video content is really about and therefore allows advertisers to target video content that’s truly relevant to their brands.
2. Celebrity and Brand Presence: Upgrade your targeting to the next generation
Wouldn’t it be amazing to target a brand or a celebrity across videos?
4D Video context targeting enables advertisers to do just that by seeking out videos that feature known figures such as actors, politicians, celebrity chefs, and more so that they can align their message with content that matches their brand.
Brand Presence allows advertisers to go beyond traditional video targeting and own the moment for their brand by targeting content that showcases their own brand logo, or conquering competitive brands and swaying consumer opinion during the valuable awareness stages of the marketing funnel.
3. Campaign Performance and Optimizations: Keep optimizing your performance powered by machine learning algorithms
Maximizing outcomes is at the heart of the 4D engine, and being able to draw insights and learnings is what makes 4D unique. 4D enables advertisers to use the learnings behind their performance data to apply statistically significant optimizations such as adding or removing keywords in real time to dramatically improve campaign performance across metrics that matter. Brands and agency teams are further empowered to apply these insights to their entire media mix extending beyond contextual targeting and including SEM, social, OOH, and more to ensure consistency and drive results across the board.
Contextual video targeting is here to stay. As marketers continue to express interest in video context targeting at scale, the industry will be able to unlock video-level data and enable tech players in both the martech space and the wider technology sector to work together to bring forth new sustainable, compliant, and privacy-first solutions. Being aware of some of the ground-breaking tech that already exists, such as 4D Context Outcomes Engine, is one of the ways to stay ahead of the curve, garner learnings, and drive results for brands across the globe.
To learn more about contextual video, check this tactical guide of IRIS.TV, 4D, and Digiday: The marketer’s guide to contextual video.