fbpx

context

A Peek Inside the Brain – Behavioral Scientist Rory Sutherland Weighs In On Creative (Event Summary)

  • CREATIVE COUNCIL

This is the third in a series of “Happy Hour” events produced by the Creative Council on bringing researchers, creatives, and strategists closer together. Rory Sutherland, a strong proponent of behavioral science, shared his perspective on the ways that behavioral science thinking can potentially unlock solutions to creative and marketing problems that might not be apparent to “rational” business thinkers.

Member Only Access

How Context Influences Persuasion of e-Magazine Ads

  • JOURNAL OF ADVERTISING RESEARCH

Research has grappled with understanding how important context is in advertising effectiveness on digital platforms. But a new study connects the dots between viewers’ motives, how users process ads and the persuasiveness of those ads, given the context of surrounding media. The findings offer fresh insight into how to implement digital advertising, specifically on e-magazine platforms.

Member Only Access
  • Article

NYCU: A Guide to Online Contextual Targeting

In AdExchanger, Sarah Sluis provides new insights on an issue we have previously addressed in NYCU: the growing importance of online contextual targeting in a "cookie-free world." Here is a summary.   How to implement contextual targeting online: In contextual targeting, a machine scans page content and places a digital ad relevant to that context. Natural language processing allows contextual tech providers to understand nuances of an article and determining sentiment. Then the content must be categorized by a contextual targeting vendor. Those companies use the IAB's standard content taxonomy or dynamic categories, based on AI or more granular keywords. Applications of contextual targeting: Context can make a creative message pop. For instance, a paint company showed ads for colors that matched the colors of images in the article. Context can also signal intent. An appliance brand targeted content that people read as they stepped toward purchase. As a result, they saw 50% gains in performance. Contextual targeting also helps marketers in regulated industries show up in the right place and in the right way. Finally, first-party data can be added to context. Using Dynamic Creative Optimization (DCO), a company can talk to their customers—with a message tailored to each particular context. Implementing contextual targeting strategies: At the "crawl stage," contextual advertising is usually a line item on a media plan—an isolated tactic. Brands have been doing some form of contextual targeting for some time. Brand safety, for example, uses the same underlying tech as contextual advertising. Buyers should focus on contextual categories related to their brands. So, an airline should advertise against a travel article instead of one about green energy. In the "walk phase," marketers and agencies can bring more rigor to how they measure success. They can start optimizing the contextual categories and see if they can squeeze out better performance from a different vendor. In the "run phase," contextual targeting starts to get interesting. Brands can use the best-performing context to inform creative. In this phase, context isn't just a way to tailor a message and optimize where it runs. Brands should use the results to generate broader insights that inform overall strategy, and marketers should think about where contextual could complement—or replace—audience targeting. The future of contextual targeting: One challenge remains, measurement. Though the technique doesn't invade users' privacy, the end of third-party cookies means it will be impossible to measure the impact of contextual advertising on conversions. Since measurement drives media investment, murkiness in attribution could keep brands from expanding their use of contextual advertising. Read the Full Article

Source: Sluis, S. (2021, February 10). The Crawl, Walk, Run Guide To Contextual TargetingAd Exchanger.

Member Only Access
  • Article

NYCU: How to Create Videos That Advertisers Will Value

To make an ad effective, creators need to take the platform, the context, and consumer motivations into account. The fundamentals of video ad measurement are rapidly changing. Simple reach and frequency are no longer enough, because consumers watch video in more environments than ever before – including traditional networks, streaming services, digital publishers and on the social media profiles of influencers and other creators. So the circumstances and environment in which video is served have become just as important as the content itself. If the goal of a video ad is to drive consumers to take action, then both ad buyers and sellers must understand the consumer’s intention and the power of context. To understand these factors, start with the taxonomy of the page where the video is viewed. Knowing how content is classified enables better understanding of the context, which enables advertisers to target consumers based not only on who they are but on what they need and when they need it. Knowing why a consumer is visiting a page can increase an ad’s effectiveness. Is the consumer looking to passively consume content, or are they actively seeking information with a specific purpose? What is their intention? Does it come from a brand they recognize and trust? Can they skip or fast forward through commercials? Are they leaning in to satisfy a specific curiosity? In a recent ad program with a CPG brand that leveraged this service-oriented approach to video content, the click-through rate was over 4x the benchmark (in addition to achieving reach and frequency goals). Although environment and user intent are important factors, aligning with content that is informed by data also has several advantages. Applying trends and data signals in the creation stage of video content ensures that the content reflects what viewers care about. This is important because advertisers are after more than just reach and frequency. They are pursuing a meaningful connection with viewers. A data-informed approach is not a substitute for reach and frequency, which remain cornerstones in the process. However, video has become a highly dynamic landscape, and not all video views and impressions are equal. Source: Newman, M. and Lidofsky, J. (2021, January 28). How to Create Video Impressions Advertisers Will Value. AdExchanger.    

Member Only Access