Page-level analysis for contextual targeting doesn’t cut it for video, and advertisers are quickly catching on. Contextual targeting has come a long way, but the analysis of URL text to inform context is a poor proxy for video formats, limits scale, and costs advertisers troves of brand-suitable inventory online.
So, what’s the solution? Advertisers must target at the video level to ensure contextual accuracy and brand suitability. While most contextual vendors only read on-page text, GumGum x IRIS.TV’s exciting new integration goes much further, offering privacy-first, contextual solutions at the video level.
GumGum has proven contextual expertise: All GumGum campaigns use Verity™ which is MRC Content-level Accredited for Contextual, Brand Safety and Suitability. Verity™'s technology considers a robust set of signals, including text, image, audio and video to determine where to effectively place ads online. It relies on context, instead of third-party data that tracks consumer behavior through cookies. This protects consumers and ensures that all of GumGum’s contextually-driven campaigns abide by changing privacy regulations and guarantee brand safety.
But, how do we get access to scan video to run the campaigns? That’s where IRIS.TV comes in. IRIS.TV ingests and normalizes video-level data from premium publishers, and securely passes it on to GumGum Verity™ for contextual and brand safety analysis. By enabling video-level transparency at scale across CTV and online video, GumGum Verity™ and IRIS.TV offer a powerful targeting solution that empowers advertisers to extract the full potential of their video campaigns.
How can you implement this into your own media strategy? We’ve broken it down into three key steps and put together a Contextual Strategy Worksheet to help you get started.
Step 1: Start with Context, Determine People’s Mindsets
Traditionally, most advertisers start thinking about campaign strategy with the question: who is my audience? But, this can be limiting in terms of scale and targetable inventory. It can be much more beneficial to start with context and determine people’s mindsets when they are viewing content online. For example, if you are looking to target a woman in a certain state looking to buy a car - Yes, you can target automotive content online, but what about her mindset? Is she going through a particular life change? What is she thinking about in that present moment?
Similarly, if you want to target someone with a specific health condition, you can place ads within content about the health condition, but what if this same person also has a health conscious mindset? Now, suddenly, you have a lot more content to go after in the lifestyle, wellbeing and health verticals. Mindset opens up opportunities, and the ability to reach the right people in the moments that matter the most to them.
It’s important to determine the sentiment and emotional undertones of targeting environments as well, coupled with people’s interests while also considering brand suitability.
Step 2: Outline a Campaign Strategy
The second step is to outline an effective contextual or brand-suitable strategy that fulfills your campaigns KPIs. Think both endemic and non-endemic. A great example of this is a brand such as Subaru, that can be advertised through both general auto content, pet-centric content, eco-friendly content and travel content. It’s crucial to set your strategy, having once determined the key KPIs within the funnel, such as awareness, consideration, intent and purchase. To help you visualize how this works, here is an example of an electronics brand, advertising their new cell phone. In this example, not only can context help us target content about smartphones, but also potential substitute products such as tablets and e-readers.
Step 3: Decide on and Finalize Segments with a GumGum Rep
The final step is selecting the right contextual segments to guarantee a high-performance, brand-suitable campaign. Once you have set up your strategy, a GumGum representative can help guide you to segments that have scale in OLV, CTV or both. We are here to help you strategize, curate your thoughts and activate the best video strategy for your brand.
Meet with us here: https://gumgum.com/iristv