Why it’s time to prepare for the post-cookie age
Context is the hot topic in online marketing right now, and no: You’re not getting off a time-machine back to the late Nineties. If you’re looking to reach customers in a positive way at just the right moment, contextual video will be your best, brand-safe and fully compliant option. And, importantly, consumers will love these ads.
Privacy regulation calls for alternatives
With high-level regulations against cookie routines hitting the markets in Europe, the United States and beyond, the benefits of contextual targeting quickly become obvious. This advantage of context has always held true, but now we’re talking about a technology quickly developing to bring new options in the future: with AI, machine-learning contextual matching of content and advertising, consumers will experience campaigns just right for their personal expectations and media environments.
There’s strong evidence for a shift happening in the ecosystem right now. No matter where you look, the media focus on the dangers of third-party cookies and the chances of contextual targeting. See, for instance, a recent opinion piece by Tony Chen, CEO at Channel Factory, on Ad Exchanger [Link]. He looks at imminent State laws in the United States that follow the spirit of Europe’s GDPR yet consider different definitions depending on the state. “This will make it harder for media buyers to manage data-driven targeting in the United States, and will pave the way for other targeting options with less legal complexity”, Chen argues. In a highly relevant piece for PerformaceIn [Link], Mario Diez from Peer39 argues convincingly that UK, EU and further examinations and regulation call for new approaches: “Now, contextual targeting as it stands is one of the most relevant options for maximising ad impact, compliantly.”
Combining video and contextual targeting: ideal for brand advertising
Context is powerful. Match this with the benefits of video – and you’ll understand why video intelligence offers a unique environment for advertisers to connect with their target audiences. In our research and case studies, we have been able to substantiate key claims regarding video content on the web. In short, video is the best form of advertising. It achieves the most significant KPIs and has the most positive connotations on the users’ side. Video is sticky, vibrant, accessible, easy-to-use. Add contextual targeting to this and you have the most powerful advertising model for a post-cookie, brand-safe and privacy-compliant future. This reality is getting closer, or at least that is the bottom line when reading industry media such as AdExchanger, PerformanceIn, Adzine, Horizont and many others. You better be prepared.
Video intelligence combines video and contextual targeting to offer the ideal solution for brand advertising. Contextual video advertising with video intelligence serves to maximize brand awareness, brand preference and connect with consumers both on an emotional and on a contextual level. The measurable success of contextual video is a powerful message to publishers and advertisers. There’s no need for data stalking when you want to reach consumers at just the right moment.