How in-video contextual advertising works?
Few things break the flow of a narrative as much a non-context insert. The
same holds good with respect to advertising.
Various case studies show that even the best of advertisements, which have a feel-good factor about them, do not do well if they are not fitted into the
context. A report
from the University of Oxford supports this wherein it was observed that
cheerful ads when inserted in between a gloomy part of the video do not
create much impact.
In many cases, in-video ads which are not relevant to the video being
watched, tend to put off the viewer and might not create the desired
impact. Whereas, contextual advertising can help to better connect with the
viewer and communicate the message more effectively.
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| Marketing-Technology Platform |
In contextual advertising, ads related to the content being seen or read are
placed to ensure better connections with the audience. Video ads can have more
impact through in-video contextual advertising where in-video ads
are placed relevant to the content being played out in the video.
This ensures that the viewer finds the advertisement to be closely related
to what is being seen, and therefore, would be more interested in knowing about
the product.
Experts cite that ‘Contextual Fluency” is a key component to process
information. For example, an insurance advertisement would work well when a
video about an accident is being streamed. Video coupled with the context
becomes a potent tool to create an impression.
Implementing Contextual advertising
There are various tools available that help in implementing contextual
advertising. Google AdWords is one of the most used marketing
-technology platform where precise ads can be placed in relation to
the context of a video or website.
Advertisers can place their ads which are triggered when specific keywords
related to their product are being used. Whether an online user is reading a
website/blog or watching a video, ads which are relating to the content are
triggered that would better connect with the audience.
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| in-video ads |
Marketing technology now also enables video advertising to
be more precise. The advertisers can place specific adverts depending on what
is happening within the video. Video platforms like youtube have created a wide
range of combinations of genre-content which can be used by the advertisers to
stream an ad that is relevant to that particular moment in a specific video.
Artificial Intelligence is a key driver in enabling in-video contextual
advertising. Recognizing scenes, a streaming video to identify the location
within the video, understanding the facial expressions to comprehend the
emotions, etc. and other computer vision applications like
recognizing faces, logos, etc. are few of the AI-enabled technologies which are
used for making contextual in-video ads.
Maximum utility through the context
Content and message is the key to creating a successful advertisement. The
ad would not be able to connect with the audience unless the message being
conveyed is clear. However, apart from the content, there are two more elements
that complete the trifecta of a perfect ad. These are the right time and the
right audience. Contextual online advertising makes use of
these three elements to ensure the maximum utility is obtained through an ad.
Using this form of advertising, an advert with the right content is created
which is placed into the video at the right time to ensure that there is more
possibility of the viewer connecting with the ad. Targeting them to a specific the audience who can connect with the ad further enhances the success of an
advertisement.
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