Contextual targeting is important for your brand. For campaigns running on YouTube it can mean the difference between a successful campaign and one that misses the mark entirely.
We’ve seen contextual targeting fail to work in cases where brands don’t understand how to best utilize it. Between Google’s basic services and vendors promising solutions that aren’t comprehensive solutions, it’s clear that brands are in over their heads. If done correctly, contextual targeting allows you to pinpoint your audience with needle-like precision and achieve the promise of cookie-based advertising without the pitfalls. It’s really smart. How smart?
For instance, let’s say a bilingual Latin American user has their browser’s language preference set to Spanish, but they’re watching YouTube videos in English on beauty star Nicole Guerriero’s channel, which boasts more than 2 million followers. With cookie-based targeting, they would most likely be served an ad in Spanish, isolating the viewer and completely failing to deliver ad content consistent with the viewing environment. With contextual targeting, the ad experience replicates the viewing environment to the strongest possible degree. Fish where the fish are, as we like to say.
Contextual targeting is like a featherweight boxer - strong, fast, and nimble. Here are some of the other ways that it can flex its muscles for you:
Tailor to users preferred channels
■ If you already know that a user subscribes to beauty channels, chances are high that they’ll be interested in beauty products too. Reaching those users who are already watching content on their preferred channels is a direct and powerful application of contextual targeting.
Consider user purchase history
■ With cookie-based advertising, in-market shoppers on YouTube can be more accurately targeted through a combination of user intent and contextually relevant inclusions and exclusions. Using cookie-based and contextual relevancy in tandem gives the advertiser the best of both worlds, inoculating it against device-sharing issues.
Leverage past watching behaviors with additional precision
■ With cookie-based behavior segments, contextual inclusion and exclusion lists can add to precision of the targeting equation. User behavior developed from the activities of a parent clearly should not be used if and when a child is using the same device - which is a common occurrence!
Target Your Competitors
■ By targeting a competitor’s keywords, you’re able to essentially capture the flag from under their nose. Say you work for Nike and you want to slay. Well, you’d contextually isolate all videos and channels with Adidas in them.
■ Targeting allows brands to time their ads to coincide with major events. For example, matching ads to real events happening on Twitch live streams.
Target Global Trends
■ Target or exclude trends which are positive (ice-bucket challenge) or negative (school violence) through the use of contextual search terms.
Keep Data Fresh
■ We’re constantly updating our list of exclusionary terms to keep your data fresh—like you'd treat produce. Daily practice and regular upkeep means you don't come back in a week to find your produce eaten by bugs or your content running before ISIS videos.
To find out how NOM can leverage contextual targeting for your brand, contact us for a demo.