Contextual Video Ads: The New Rules of Effective Engagement
With a worldwide exponential growth of video consumption, the
communication standards for bands have evolved in a new model dominated by the
importance of video content & video ads. More & more global brands are
under immense pressure to keep their engagement levels high, which explains the
recent years’ astronomical rise in YouTube revenues.
And, this exponential rise in audience’s media consumption
habits has resulted in an all-time high spending on video ads, which has led to
the emergence of the new stars in ad-tech industry, who are leading the way by
eliminating random placement of ads with contextual video ads. One such
rising star in this race is SIlverPush MIRRORS, an award-winning machine
learning & AI technology which leverages OTT Computer vision to
establish contextually relevant connect between the ad being served & video
being watched by a user.
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| AI Driven OTT Advertising |
SilverPush MIRRORS automatically identifies everything that
happens in the video content, highlighting valuable contextual advertising
opportunities for brands who strategically need alignment of audience’s
interests & their messaging.
MIRRORS’ AI tech looks for objects, actions, logos, faces,
emotions, activities and positive themes that match a particular brand image
& ethos.
For example, where previously a baking brand might have only
contextually advertised on videos themed on popular culinary shows like
MasterChef, SilverPush MIRRORS can now help that brand to locate all the
contextual opportunities in a wide range of videos being streamed, attracting
eyeballs in millions.
Multiple media research organisations & reports have
listed the advantages of AI driven contextual marketing in terms of consistent
higher ad-recall rates & view through rates. SilverPush MIRRORS is
automated and brand safe, delivering contextual advertising at scale for YouTube,
OTT platforms & in very soon for TV media.
In APAC various regional & national regulatory bodies & organisations
are in the process of laying down the stronger laws with increased focus on
user’s privacy rights. So, the real success stories of AI OTT advertising
will have to jump over these regulatory hurdles to make a real difference &
establish themselves in the bigger picture.
