Since the very beginning of digital advertising, the industry has always bet on one thing only: the more you’ll know about users, the more you’ll be able to fulfill their needs. What if user data had biased our way to apprehend advertising and led us to think it was the only solution to get consumer’s approval. On the contrary, years to come could sign the true advent of contextual advertising. Here’s a quick recap of the reasons why.
- Because GDPR is a reality
Believe it or not but GDPR has changed the game and is slowly redefining the rules of online advertising. As it implies more transparency towards personal data collection, users are less prompt to accept cookies, therefore giving access to private information that media platform, brands and the ad industry used to share with each other. User data is not dead but will have less impact on advertising strategies in the future. This means finding new ways to understand online customers. What better way to target users than understanding content they like to watch, read, listen to? “Tell me what you watch, and I’ll tell you what to buy” seems to be the next way.
2. Because inventories are erratic
Another indirect effect of GDPR is that advertisers and brands have started to take a deeper look at inventories they were bidding on. And results are astonishing, even for the boss in town, YouTube. Bidding on videos featuring a selected celebrity, Reminiz team has evaluated that 40 to 80% of the offered inventory was not related to the celebrity at all. Video inventories gather millions of videos but as they mainly rely on tags, they lack certainty (except if you can automate double check with an AI such as Reminiz). More importantly, publishers and adverting departmentshave always given more importance to users over content. Thus, SSPs have always found more convenient to sell incoherent but popular videos as profitable ad spaces than videos matching your request. It’s time to clean the inventories and for you to make sure you pay for what you want.
3. Because users hate ads unless…
It’s a fact even though unpleasant: users are being more and more ad-verse. If they do not have ad blocks, they at least know how to avoid publicity, unless it fits their requirements. Users do not want brands to push products they might buy, they want stories to believe in. And what better story than the perfect context for an ad? Sports commercials if I’m watching a football game, movie trailers if I’m watching a movie, endorsed products if I’m watching an interview of a celebrity I love. This remains the best way to make sure users will not get around your ad.
4. Because context is key to endorsement
When talking about endorsement, we often reduce it to the celebrity-brand congruence. In other words: does the brand share the same values as the celebrity who will endorse it ? It used to be as simple 20 years ago. But the rise of digital and instantaneous interaction between consumers, brands and media have changed the model. They now impose to consider the context at all time. Moment marketing has become key to get the viewers approval. You do not want to bother them unless the timing is perfect.
5. Because it’s the only way to master omnichannel
Mastering television viewers’ behavior remains a dream for most brands. Since digital took such an importance in advertising budget, it always seemed impossible to reconcile what people watched and what they were browsing on the internet in the meantime. But once you have the possibility to get real time content information, such as celebrities on screen, logos, what they talk about, you’re able to anticipate what users will look for. Using the TV momentum to address your audience online has never been so true.
6. Because ad-tech allows us
And that’s the main reason, after all. Video understanding, audio understanding, text and keywords scan: all the necessary tools to automate contextual advertising are now available and ready to be used. Automatically scanning hundreds of television streams, radio broadcasts and so on allows to get what’s happening in the media world in a minute and react the best way to adapt advertising strategies.
If you still had doubts, now’s the good time to start bidding on contextual advertising.