Vibrant News

Curated News from MarTech Series on December 8, 2021

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With addressable impressions on the open web set to fade out of view, advertisers are increasingly looking to contextual targeting to deliver campaign results without using personal data or identifiers.

Those who’d written off contextual a decade ago as static, limited and outdated, may find themselves pleasantly surprised. For, while the industry has been busy profiling and following audiences based on past browsing behavior, some interesting new capabilities have emerged from the contextual camp which are offering alternative ways to look at relevance.

This is mostly being driven by developments around keyword targeting – the method traditionally used to match brand to page topic in the hope of finding relevant users.

Curated News from MarTech Series Series on December 7, 2021

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Most effective ad campaigns have one thing in common — they’re relatable. When your consumers relate to your messaging, they’ll pay attention. If your content doesn’t connect with their lives, it makes it nearly impossible for them to engage with your message and brand.

Recent research on brand relatability from FCS and Brand Cap analyzed how consumers connect with brands across four key attributes:

• Competence: Whether audiences think the brand is credible
• Empathy: Does the brand demonstrate that it understands consumer needs
• Character: Does the brand act in a way that reflects their values
• Confidence: Is this a brand consumers trust and rely on

A relatable brand voice is developed through the collection of words and messages that spur competence, empathy, character and confidence from the brand’s target audience. This can only be accomplished when you have a deep understanding of the words you are using to communicate about your brand, the products as well as the company’s mission and values.

Curated News from Mediatel on November 29, 2021

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Contextually targeted ads drive more than three times more engagement than IAB standard ads, according to new research.

Attention measurement company Lumen Research and contextual advertising business Seedtag have produced the findings in a white paper The Power of Contextual in the Attention Economy.

In terms of attentive seconds per thousand impressions delivered – or an APM score – Seedtag ads drove a total of 2,766 seconds per thousand delivered, which was 3.3x higher than IAB standard units and 37% more compared to social media ads.

The report also found that Seedtag’s ads were more noticed, with 87% ads viewed compared to the IAB standard ads with 61%.

Curated News from The Drum on November 25, 2021

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Digital and programmatic advertising is at an inflexion point, with the industry striving for privacy-first, brand-suitable advertising that still delivers efficiency and scale. Oracle and Havas Media have been working together to use Oracle’s Contextual Intelligence, part of Oracle Advertising Solutions to do just this for brands, earning a Markie Award finalist spot along the way.

The Drum brought together Oracle Advertising and Havas Media to understand what went into this case study and what brands and agencies can learn from this for their own campaigns.

The challenge that Havas was facing on behalf of its client, a high-end jewellery brand, was in reaching its target audience with limited audience data in the local market. Oracle Advertising worked closely with Havas Media to find a solution based around customised contextual intelligence.

Curated News from Media Post on October 8, 2021

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Contextual targeting based on the contextual environment of the media consumers are present on is projected to be the dominant form of consumer ad targeting within a year, overtaking behavioral targeting based on tracking people’s identities and behaviors via their use of digital media and devices.

That’s the finding of a study of advertising executives conducted by Advertiser Perceptions for MediaPost in early September.

The study was fielded following a number of shifts — Google’s deprecation of browser cookies, Apple’s adoption of more stringent opt-in for tracking iOS users, etc. — as well as a focus on consumer privacy, personal data sovereignty, regulation and industry ethics concerning the use and exploitation of consumer data.