Contextual Marketing Lessons from the Times Gone By

Contextual Marketing Lessons from the Times Gone By

  03:19    Silver Push

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Now and then, every few years a piece of cinema excites audiences from not just its entertainment value, but with some takeaways applicable to various industries or professions. 2017’s hit musical drama “The Greatest Showman Ever” turned out to be one such piece of cinema, that should be watched by every marketer, who appreciates the importance of a pop culture references during a pitch or presentation.

Contextual Video Ads

The film follows the journey of Phineas Taylor Barnum, the story of an out of job journalist in the mid-19^th century, while he establishes one of the most successful circuses of all times, by recruiting Phillip Carlyle with a pitch that was not only first of its kind, but also better than everything else seen in modern advertising industry. While the fictional character of Philip was born in aristocracy, his ambitions were unlike any of his kith & kin. PT Barnum sensed that and got him on board, after presenting his business as Philip’s launch vehicle to achieve his worldly ambitions.

Now let’s see what is one of the main concerns for advertisers nowadays, which without doubt is getting the attention of audience without coming across as a forced or intrusive approach.  Here comes the word contextual, which off-late has become the buzzword for advertorial communication as a guiding light for planning & strategies for any crucial launch or other such important instances requiring an efficient campaign. Various tools & platforms claiming to facilitate context-based campaigns are still being seen as intrusive & unwanted by users glued to their devices like smartphones, tablets & laptops.

Also, the importance of the fact, that video watching has reached at its highest in 2018, is very crucial to any contextual marketing plan or campaign. The users are either binge watching (either in sessions or for hours at a stretch) or they are simply browsing for discovering something interesting.

In such a scenario, contextual video advertising comes up as the most effective solution for every brand. But, then again comes the factor that viewers’ tendency to skip random in-video ads because of their intrusive nature, which is completely taken care of by innovative platforms like MIRRORS by SilverPush, a patented technology that tracks faces, brand logos, objects & emotions to serve contextual video ads.

Contextual Display Advertising

MIRRORS followsPT Barnum’s trick of sensing a need & then serve an ad basis that need. For e.g. a viewer watching a random video is primarily interested in it, either because of the most prominent face or the topic, both of which are aligned with MIRRORS’ core strengths of tracking face & objects to serve in-video ads. Same is the case with binge watching, where an ensemble cast & the story retains and also builds their interest. MIRRORS tracks these faces to align the ads with the viewer’s interest & ultimately make it a win-win situation for both viewers & advertisers.