As the Oscars draw near this week, let’s delve into the captivating world behind the glamor and glitz!

🎬 Exploring pivotal categories and emerging interests, our Contextual Insights provide an exclusive peek into the secrets of success on Hollywood’s grandest stage. Hosted by Jimmy Kimmel, the 96th Academy Awards are igniting substantial online excitement. Go beyond the surface glitter and uncover the pulse of audience interests and trending topics.

In the dynamic landscape of today’s world, seasonal events unfold with remarkable frequency. It’s this keen understanding of these occasions that empowers Silverpush and its partners to seize the opportunities they present. Our analysis focuses on the upcoming Red Carpet Season, delving into its potential impact on Video Advertising. By shedding light on the evolution of content creation and consumption, we aim to provide valuable insights into how the Awards and Festival period from last year has influenced the current year thus far.

It isn’t over when the curtain falls – After the awards, the Oscars live on—on YouTube

The Oscars may end when the curtain falls, but the excitement lives on long after the last trophy is handed out. While celebrities flock to after-parties, audiences turn to YouTube, where the celebration continues. Surprisingly, there are more searches for the Oscars the day after the event than on the day itself, both on YouTube and Google Search. As people return to work, they catch up on the highlights and controversies, eager to engage in watercooler conversations, with video being their preferred medium.

How Can Brands Win on Awards Night and Beyond with Contextual Advertising?

Brands have a unique opportunity to seize the spotlight during awards season, extending their reach far beyond the confines of the red carpet. While viewers tune in to iconic moments, speeches, and high-fashion statements, they also eagerly anticipate the commercials, with a remarkable 90% of Disney viewers expressing favorability towards advertisements during the Oscars.

Contextual targeting offers advertisers a powerful tool to strategically place their ads in front of audiences immersed in Oscars-related content. By understanding the context in which users are consuming content—whether it’s watching videos about nominees, red carpet coverage, or engaging in post-show discussions—advertisers can tailor their messaging to align seamlessly with the viewer’s interests and mindset.

This approach ensures that ads are not only relevant but also timely, capitalizing on the heightened attention and anticipation surrounding the event. Be it promoting fashion brands alongside red carpet coverage, showcasing luxury products during commercial breaks, or aligning with the themes of nominated films, contextual targeting enables advertisers to effectively engage with audiences in a way that feels natural and non-intrusive

Moreover, contextual targeting allows advertisers to reach users across various platforms and devices, ensuring a cohesive and integrated advertising experience.

By harnessing the power of contextual advertising, brands can not only capture the attention of audiences during awards season but also drive meaningful connections that resonate long after the final curtain falls.

At Silverpush, we’re privileged to have numerous talented women leading the charge, shaping the future of our company and the industry as a whole. In honor of International Women’s Day, we’d like to spotlight a few of these exceptional leaders and hear about their experiences navigating a predominantly male-centric industry. We also want to glean insights from their journeys and seek advice on inspiring the upcoming generation to embrace technology and drive innovation forward.

Empowering Reflection: Advice for Aspiring Women Leaders from a Career Journey

Shivika Wadhawan AGM – Finance. “Looking back on my career journey, especially as a woman striving for leadership in finance, I’d tell my younger self to place greater emphasis on cultivating a strong professional network. Networking isn’t just about exchanging business cards—it’s about forging meaningful connections that can propel your career forward. It’s in these relationships that you’ll find invaluable support, guidance, and mentorship.

Moreover, I’d stress the significance of self-advocacy. Instead of waiting for acknowledgment, be proactive in highlighting your accomplishments and contributions. Believe in your abilities and make sure others recognize your value too.

These pieces of advice aren’t just about career progression; they’re about empowerment and self-belief. Embrace networking and self-advocacy as tools to carve your path to success, knowing that you deserve every opportunity that comes your way.”

As a leader and a woman, what message of hope and inspiration would you like to share with all women on International Women’s Day?

We’re extraordinary beings, capable of achieving greatness through our intellect and resilience. By shattering stereotypes, we’ve etched our mark in this world. In moments of adversity, let our strength be our guiding light, for as the saying goes, “Defeat is not in falling, but in refusing to rise again.”

Let’s not only stand strong individually but also uplift each other as we journey towards progress and equality. Together, let’s forge ahead with unwavering determination and unwavering support, knowing that our collective strength knows no bounds.

#InspireInclusion: Empowering Women for a Brighter Tomorrow

Mansi Matela, Chief Product Officer, Silverpush. “I am deeply moved by the profound significance of this year’s International Women’s Day theme: “Invest in Women: Accelerate Progress.” It’s a testament to our collective journey toward gender equality and empowerment. We’ve witnessed remarkable strides, notably with the representation of women in tech companies now exceeding 35%. It’s a testament to the resilience and talent of women breaking barriers and pushing boundaries.

Yet, as we celebrate these victories, we must acknowledge the considerable distance still ahead, especially in achieving equitable opportunities for women to advance in their careers. The corporate ladder remains a steep climb for many, often hindered by systemic barriers and biases.

In this moment, I implore each of us to dig deep and embrace unwavering self-belief. Let’s commit ourselves to continuous growth, constantly refining our skills and seizing every opportunity to learn and evolve. But let’s not walk this path alone; let’s extend our hands to uplift and empower one another, creating a supportive community where every woman’s success is celebrated as our own.

So here’s to all the incredible women out there—Happy Women’s Day! Your resilience, your brilliance, and your unwavering spirit inspire us all. Keep shining brightly, not just today, but every day, lighting the way for a future where every woman can reach her full potential. Together, let’s continue to champion progress, not just for ourselves but for generations to come.”

A Seat at the Table: The Future of Women in Leadership

Rebecca Bridges, Client Success – Director. “To all the young women dreaming of a career in tech, I urge you to embrace your authenticity and never doubt your worthiness in this industry. Ask questions, seek knowledge, and remember that every opportunity, no matter how daunting, is a chance for growth. In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!

Following the advice of successful women who work in the space is so beneficial, and I’ve had the opportunity to attend many inspiring female-led seminars. One of the times I felt most empowered in my career was being in a Q&A session with Koo Govender, the first female CEO at Publicis Groupe Africa. Sessions like this really help to combat imposter syndrome and stop you from questioning your position within the industry.

In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!”

Honoring the Role Model: Lessons in Success, Resilience, and Personal Growth

Thuy Tran, Sales Director – Vietnam. “My mother has been a significant influence in my life, demonstrating the importance of self-awareness, positivity, a strong work ethic, and goal-oriented mindset from an early age. While her own journey may not have led to the heights she envisioned, she imparted invaluable wisdom that continues to guide me in both personal and professional spheres. Through her example, I’ve come to understand that true success encompasses not only tangible achievements but also the character and values developed throughout life’s endeavors. Her enduring impact inspires me to strive for excellence and pursue my aspirations with determination and resilience. She truly is my role mode for life.”

Step aside, millennials; a fresh generation is in town – Gen Z(Generation Z) has taken the spotlight. Born between 1997 and 2012, these digital natives are rewriting the rules of everything, from fashion to politics, and most importantly, how they consume information. For Gen Z, the search engine is now a TikTok, a YouTube tutorial, or even a casual browse through Amazon. This seismic shift in behavior presents a golden opportunity for savvy brands to use Gen Z trends.

With an estimated spending power of $360 billion & an increasing influence (41 million GenZers shall be eligible to vote in 2024 US elections. Their influence extends beyond consumer choices to shaping the political landscape. As the torchbearers of the future, Gen Z trends demand a careful approach – one that not only caters to their preferences but also resonates with their aspirations and ideals.

But these digital natives tick differently. They crave authenticity, not airbrushed perfection. They value experiences that enrich their lives aligning with their beliefs, not just catchy slogans. So, how do the marketers navigate this brave new world and win Gen Z hearts in 2024?

Key trends that will define how brands can win over Gen Z in 2024

1. The Rise of the Social Search Engine

Google, move over! Gen Z turns to social media platforms like Instagram and TikTok for answers. These platforms, with their curated feeds and engaging content, are becoming new search engines. This shift opens doors for brands to be discovered organically. Think of it as a giant virtual party where you’re not just selling, but joining the conversation.

In the past year, several platforms introduced search advertising offerings, indicating an increased focus on social search that marketers are likely to prioritize in 2024.

For advertisers, it’s not about shouting your message; it’s about being present where Gen Z is, answering their questions, and sparking their curiosity in a natural, engaging way.

2. Fashion & Beauty: Get Weird, Get Wonderful

GenZ now makes up more than 40% of Pinterest’s 482 million active monthly users and is the platform’s fastest-growing demographic. Prepare to be dazzled by aquamarine makeup, chunky hoops the size of planets, and hairstyles inspired by jellyfish!

Pinterest, a Gen Z haven, predicts these Gen Z fashion trends will explode in 2024. Campaigns with themes such as “eclectic grandpa” style, a quirky blend of retro streetwear, and chic cardigans, are gaining traction. Given the platform’s impressive 80% accuracy rate in predicting past trends, marketers are encouraged to pay attention.

What drives this maximalist aesthetic? According to Pinterest, it’s all about squeezing every ounce of joy out of life and surrounding yourself with things that make you happy. For marketers, this translates to creative freedom. Embrace the bold, the weird, and the playful. Create campaigns that encourage self-expression and individuality, while experimenting with new formats like augmented reality filters or interactive quizzes that tap into GenZ’s love for games and experiences.

3. The Midas Touch with a Conscience

GenZ has the power to make brands soar, but they’re also incredibly mindful. They care about equality, sustainability, and the impact their choices have on the world. A recent Edelman study revealed that 73% of GenZ consumers choose brands based on their values. So, it’s not enough to simply be trendy; brands must demonstrate a genuine commitment to making the world a better place.

In the upcoming 2024 U.S. election, the influence of young people will be substantial, as millennials and Gen Z voters are projected to make up 40% of the electorate. Nevertheless, both Democrats and Republicans will face challenges in mobilizing Generation Z voters to participate in the electoral process.

Beyond the Trends: Building Lasting Connections

While these Gen Z trends offer a roadmap, the crucial takeaways are, that they’re diverse, nuanced individuals with unique interests and aspirations. The key is to move beyond the trends among Gen Z and focus on building genuine connections. Engage with them in authentic conversations, listen to their concerns, and create experiences that enrich their lives.

In 2024, the brands that win Gen Z’s hearts won’t be the loudest or flashiest. They’ll be the ones who understand their language, respect their values, and offer them more than just a product – they’ll offer a sense of belonging, a platform for self-expression, and a chance to make a difference. So, dive deep into the world of Generation Z trends. Embrace the weird, the wonderful, and the socially conscious.

In today’s digital world, brands have a golden chance to shake things up in the sports industry with interactive video ads. Forget boring 15-second promos! Traditional video ads might work for movies and TV, but just like those industries, sports are going digital, and interactive ads are leading the charge. Viewers are tired of passive ads and want something engaging, that pulls them in and makes them want more.

Brands are realizing these fans are the perfect audience for interactive video ads. By adding games and ways for viewers to play along, these ads create a whole new experience that keeps people glued to the screen, coming back for more, and even tuning in live.

But that’s not all. Interactive video ads open a door to a whole new level of connection between brands and their target audience. By letting viewers interact, brands can gather valuable information about their preferences and habits, like what they like and how they behave. Incorporating elements of interactivity and gamification, these ads create an immersive experience that keeps viewers hooked, wanting more and tuning into live programming.

In this blog, let’s dive into the importance of sports marketing with some different types of interactive ad templates and see how sports brands can use them in their own campaigns!

Sports Marketing: Fans, Videos, & Winning Big Online

A study by Grand View Research, Inc. predicts that the global sports technology market is likely to achieve a substantial size of 55.14 billion USD by 2030, demonstrating an impressive (CAGR) of 20.8% from 2023 to 2030. This remarkable growth indicates the abundant opportunities within this dynamic and evolving landscape.

Sports teams used to promote themselves through megaphones and posters, but now they use the internet! Fans are online all the time, watching tons of sports stuff.

Videos are the biggest stars! Live streams let fans watch games and interviews live, even if they’re far away. Watching the winning shot on Facebook Live, feeling the excitement even through your phone! Teams also make short videos showing behind-the-scenes stuff or amazing player moments. These videos get people excited and make them feel closer to the team.

Also See: Sports Advertising Playbook

Leveling Up Advertising: Exploring Innovative Interactive Ad Templates

Interactive ads improve visibility & top of the mind recall while driving high impact through consumer engagement, multilingual marketing & retargeting. Let’s explore some of these templates:

Gamified Sports Experiences

Sports brands can create engaging mobile games aligned with popular sports themes. For example, a cricket-themed mobile game using phone’s motion sensors for realistic batting and bowling actions. Users could tap to start, choose heads or tails for the toss, and physically swing their phones to bat or bowl. This gamified experience not only entertained users but also aligned with their interests, creating a memorable interaction.

Real-Time Sports Data Integration

Integrating real-time sports data into interactive ads adds an immersive element. In a cricket-themed campaign, advanced sensors prompted users to shake their phones, simulating a ‘run out’ experience based on the live match scores. This sensory-rich approach leveraged the excitement of the game, providing users with a unique and interactive way to engage with the brand.

Contextual, Timely and Data-Driven Campaigns

Brands can optimize campaigns by incorporating timely and data-driven elements. An example involves a financial services promotion that dynamically featured live scores exclusively during matches. In the world of contextual & data driven advertising, brands can further optimize their campaigns through NLP analysis. NLP algorithms can analyze articles, newsletters related to finance.

By understanding the context of the text, brands can strategically place ads within relevant and brand-safe environments, ensuring that their promotions align with the thematic content and resonate with the intended audience. This ensures laser-focused targeting, capitalizing on the cricket buzz and effectively promoting the brand’s services during relevant moments.

Fitness-Centric Interactive Ads

Capitalize on the fitness zeitgeist by gamifying the user experience and fostering a sense of accomplishment. Brands can achieve this by developing interactive advertisements, such as virtual obstacle courses with leaderboards, that tap into users’ competitive nature and intrinsic desire for recognition. This strategic approach demonstrably increases user engagement, driving repeat interactions and solidifying your brand as a leader in the fitness space.

Discover: Crafters Creative Gallery

Score a Winning Play with Fans: Best Practices for Sports Brands in the Digital Age

Here are the best practices to unleash your inner MVP and score big with your passionate audience:

1. Personalized playbook: Use data-driven insights to understand your fans’ preferences, then tailor content and offers that resonate. Like exclusive behind-the-scenes footage for die-hards, or location-based discounts for regional supporters. Personalized experiences build deeper connections and make fans feel valued.

2. Content that Captivates: Craft engaging content that ignites emotions and sparks interaction. Think user-generated content campaigns, where fans become the stars. Or, unleash interactive quizzes and polls that get everyone buzzing. Remember, interactive content isn’t just about likes and shares – it’s about building a community of passionate fans.

3. AI Powered Precision: Go beyond basic targeting with AI enabled contextual targeting. This tech analyzes the content fans are consuming (videos, social media) and delivers ads that are relevant to their real-time interests. For instance, a fan reading an article about a rising rookie! They might see an ad for that player’s jersey right then and there. It’s like having a dedicated scout for each fan, ensuring every ad resonates, boosting engagement, and driving conversions.

4. Level Up the Fan Experience: Don’t just offer seats, offer portals! Embrace cutting-edge tech like gamification and AR/VR to create immersive experiences. Fans scoring virtual goals with their favorite players, or taking a virtual tour of the locker room.

These innovative touches leave lasting impressions and make your brand the ultimate destination for die-hard enthusiasts.

Artificial Intelligence, aka AI, has become one of the most talked-about topics in recent years. Each day brings forth new AI technologies, with some already seamlessly integrating into our daily lives. The advertising industry, in particular, is experiencing a significant impact as AI, or its earlier iterations has been quietly working behind the scenes in automated systems for quite some time. However, there is a noticeable shift as AI is now making its presence felt in more overt and prominent ways.

• 54.5% of advertisers say AI will most likely greatly enhance their marketing efforts.
• 61.4% of marketers have used AI in their marketing activities.
• 19.2% of marketers spent more than 40% of their marketing budget on AI-driven campaigns.

Source: From Influencer Marketing Hub 2023

While AI usage is growing, advertising professionals are very aware of the challenges the technologies pose.

AI Presents Diverse Use Cases for Advertising Professionals

1. Data Analysis
2. Content Generation
3. Natural Language Processing (NLP)
3. Media Buying
4. Real-time Personalization
5. Enhanced Targeting
6. Automated Decision-Making

The adoption of artificial intelligence (AI) is revolutionizing a brand’s advertising operations, providing advertisers with unparalleled insights into consumer behavior and the opportunity to create customized solutions, products, and experiences. Yet, as we strive for innovation and efficiency, it is crucial to pause and contemplate the pivotal role of ethics in this AI-driven landscape.

Navigating the Video Advertising Landscape: The Crucial Role of Responsible AI

As AI continues to wield its influence, responsible practices become imperative to mitigate potential risks and foster a trustworthy advertising ecosystem. Responsible AI in video advertising involves aligning technological advancements with ethical considerations, ensuring that the benefits are distributed equitably and that potential biases are identified and addressed.

At its core, Responsible AI revolves around the use and development of AI algorithms that align with human principles and societal values. The primary aim is to guarantee that AI is designed and applied with key principles in mind: fairness, reliability, privacy, inclusiveness, and transparency. This approach ensures a balanced and ethical integration of AI technology into our lives.

Transparency

Transparency is the core principle of AI-powered advertising strategies. To ensure ethical AI practices it is important to safeguard these cornerstones. 77% of consumers are more likely to trust companies that have ethical use of AI policies, according to global research. Transparency isn’t a buzzword in the advertising industry. It is the key to building deeper and meaningful relationships with the target audience.

Privacy and Data Protection

Privacy and Data protection have been the constant concerns in the advertising ecosystem. With Generative AI capabilities advertisers must be vigilant in handling vast data sets/ Obtaining explicit consent for data usage and adhering to robust data protection regulations are the essential practices.

Additionally, advertisers must be careful of the biases as predictive text leverages historical data. Advertisers must deeply analyze and audit the AI system to identify and rectify the bias.

A significant 81% of Chief Marketing Officers (CMOs) express the belief that regulating generative AI is essential. This underscores the importance of approaching the implementation of AI technologies with careful consideration and a commitment to responsible practices.

The Road Ahead: Balancing Innovation and Ethics with Human Expertise

While Artificial Intelligence is a powerful tool, the integration of human expertise remains essential for advertisers to navigate the complexity of contextual nuances, ensure brand alignment, and address unforeseen challenges in the dynamic digital landscape.

Ethical Considerations in AI Development:

While AI algorithms can automate decision-making processes and optimize content delivery, it is essential to embed ethical considerations into the very fabric of AI development. Human experts play a pivotal role in defining ethical guidelines, identifying potential biases, and ensuring that the algorithms align with societal values. Striking a balance between technological advancement and ethical boundaries requires the expertise of those who can navigate the nuanced landscape of human values and cultural norms.

Human Oversight for Algorithmic Accountability:

Even the most advanced AI algorithms are not infallible. Human expertise is indispensable in providing oversight and accountability. Human experts can monitor algorithmic outputs, identify unintended consequences, and intervene when necessary to rectify biases or ethical lapses. This human touch ensures a level of transparency and accountability that machines alone cannot provide.

Understanding Context and Nuances:

Human expertise brings an understanding of context and nuances that are often challenging for AI systems to grasp fully. While algorithms excel at processing vast amounts of data, human experts can interpret cultural, social, and contextual subtleties that impact the effectiveness and appropriateness of video advertising. Striking the right balance between innovation and ethical considerations requires a deep understanding of the human experience, something that AI, as of now, cannot fully replicate.

Adapting to Evolving Ethical Standards:

Ethical standards evolve with societal changes, and human expertise is crucial in adapting AI systems to these shifts. Human experts can analyze the evolving ethical landscape, update algorithms accordingly, and ensure that video advertising practices remain aligned with the values and expectations of the target audience.

Maintaining Creativity and Emotional Intelligence:

While AI can analyze data and make predictions, it lacks the innate creativity and emotional intelligence that humans bring to the advertising industry. Crafting compelling and emotionally resonant content often requires human intuition, cultural understanding, and the ability to connect with diverse audiences on a personal level.

Conclusion

In conclusion, we can say that AI will play a vital role in advertising operations and advertisers need to be highly skilled to maintain data privacy, trust, safety, and high standards of advertising.

In the fast-paced world of advertising, the saying “Good things come to those who wait” couldn’t be further from the truth. In an era where technology evolves rapidly, and consumer behavior constantly shifts, advertisers clinging to outdated and monotonous campaign strategies may find themselves drifting away from valuable business opportunities.

Discover the Trends Taking Over in 2024

As we step into 2024, it becomes imperative for advertisers to discern and leverage key trends to maintain a competitive edge in this dynamic arena.

Brace yourself for the cookie countdown

The global digital advertising market was valued at $601.8 billion in 2023, with media ads accounting for 67.1% of overall expenditure. Clearly, digital advertising is a lucrative industry, and it’s no surprise that more companies are finding ways to capitalize on this trend. However, as more companies seek to tap into this thriving trend, it’s essential to address the impending challenge of cookie deprecation and its potential impact on advertisers and digital advertising revenue.

Google has outlined its plan to phase out third-party cookies entirely by the conclusion of 2024, and efforts are already underway to implement this transition. The initial measure involves the introduction of Privacy Sandbox Tracking Protection, which will be experienced by 1% of Chrome users globally. This feature aims to restrict cross-site tracking by default.

Focus will be more on Personalization and Hyper-Targeting

“One-size-fits-all” approach won’t be effective anymore. With abundance of information and choices consumers today expect to be catered with relevant ads, they want brands to directly speak to them based on their interests, needs and preferences.

70% of consumers expect personalization and 56% agreed that personalized experience motivates them to become a repeat customer. (Source)

From a business point of view, personalisation helped 77% of businesses increase their market share. This form of marketing has increased conversions nearly 50% for brands. (Source)

Brands that don’t invest in understanding their audience and delivering tailored content are at the risk of losing customer engagement.

Video Content Dominance

Video content will continue to dominate the existing ad formats, as billions of viewers tune in. According to stats, 2023 had seen a 23% surge in internet traffic volume globally, escalating usage of streaming videos. (source)

But, advertisers need to be mindful of the video length, as consumer attention span and patience is getting shorter. More than 25% of adults close a video after 10 seconds and approximately 50% of the viewers close it after 20 seconds. (source)

Brands should focus on creating high-quality and engaging video content for platforms like YouTube, TikTok, and Instagram. This trend is especially important as attention spans decrease, and visual storytelling becomes more critical.

Interactive Content

Since video content is gaining popularity advertisers need to advance their video advertising strategies. From the traditional video ads there is going to be an upgrade to dynamic interactive video ads.

To drive more engagement and conversion, advertisers should incline towards dynamic video ads as a result they have noted significant growth in their online sales.

Interactive content, such as polls, quizzes, and augmented reality experiences, not only captures attention but also provides a more immersive brand experience.

Among the interactive elements, shoppable TV ads have proven to be highly effective for cutting through the noise and boosting customer engagement due to their interactive nature. According to a survey, Shoppable ads have 55% ad recall and 50% interacting rate.

Role of Generative AI

Generative AI can process large amounts of data and generate valuable insights that can inform strategic decisions in campaign planning. Additionally, AI algorithms can analyze diverse datasets to identify and create new audience segments. Using these insights, advertisers can tailor their campaigns to specific demographics, ensuring more targeted and effective advertising.

Advertisers are using predictive analytics to analyze historical data and gain insights into user behavior, enabling them to optimize their campaigns further.

Conclusion

The advertising industry heavily relies on AI for campaign planning, execution, and optimization. Generative AI is changing the game by actively participating in the process. To achieve maximum success, brands should stay up-to-date with the latest trends in advertising and incorporate generative AI into their campaigns. This will provide advertisers with unparalleled levels of data analysis, audience segmentation, and dynamic content creation, leading to more efficient and personalized targeted advertising that can significantly boost the impact of campaigns. In a constantly evolving landscape, innovation is crucial to maintain growth and market dominance. Brands that embrace the potential of generative AI and adapt their strategies accordingly can exceed the expectations of the ever-changing consumer base. This will ensure a prosperous future in the dynamic world of advertising.

In the digital age, where a brand’s reputation is built and broken online, brand safety has emerged as a critical business imperative. It goes beyond simply avoiding harmful content; it’s about strategically managing your brand’s online presence and ensuring it appears in environments that are aligned with your values, resonate with your target audience, and ultimately contribute to your overall business goals.

What is Brand Safety?

In essence, brand safety encompasses a set of measures, guidelines, and practices to ensure that a brand’s advertising does not appear in contexts that could potentially harm its image. This is especially crucial in the world of digital advertising, where programmatic placements might lead to ads appearing alongside off-brand, offensive, or controversial content.

Brand safety is a paramount concern for advertisers today, focusing on safeguarding the reputation of their brands and preventing them from associating with negative environments. The Global Alliance for Responsible Media (GARM) has developed the GARM: Brand Safety Floor + Suitability Framework to aid brands in maintaining their reputation by avoiding harmful or inappropriate content.

Critical components of brand safety include:

1. Contextual Relevance: Guaranteeing that ad content is not only appropriate but also relevant to the content of the webpage, video, or other media in which it is displayed.
2. Quality of Placement: Ensuring that ads are featured on websites or media outlets that align with the brand’s values and quality standards.
3. Content Exclusions: Employing negative keyword lists, blocklists, or other filtering tools to prevent ads from being displayed next to specific types of content.
4. Compliance and Regulation: Ensuring that ad placements adhere to industry regulations, which may vary by country, encompassing guidelines on advertising for products like tobacco, alcohol, or pharmaceuticals.
5. Audience Targeting: Confirming that ads are directed at a demographic that is not only suitable but also intended for the advertised product or service.

Why Does it Matter?

Imagine your brand’s carefully crafted ad appearing next to a controversial news article or an offensive video. The resulting damage to your brand image could be significant, leading to lost sales, customer churn, and a negative public perception.

A 2021 US survey revealed that 80% of respondents expressed concern about brands appearing alongside negative content online. This statistic underscores the importance of brand safety for businesses of all sizes, regardless of industry or target audience.

Several factors pose significant risks to brand safety in the ever-evolving digital landscape:

1. The Social Media Frontier: Over time, social media has become a globally acknowledged source of truth. A well-crafted social media presence plays a crucial role in establishing a brand’s identity. Individuals prefer staying informed and closely monitoring their favored brands on social platforms. However, the dual nature of social media poses both advantages and challenges.

While it serves as an excellent avenue for brand promotion and interaction with customers and enthusiasts, it also carries the risk of brand reputation damage if ads appear alongside objectionable content. This powerful tool’s accessibility has led to instances where internet users have criticized brands for inappropriate content, imagery, or placement next to questionable material or pages.

To ensure brand safety, meticulous attention is required in areas such as ad strategy, and monitoring mentions, comments, and appearances. Marketers must remain vigilant against impostors and identity thieves capable of causing significant harm through fraudulent activities or posting unsavory content.

2. The Perils of Ad Fraud: In an industry valued at over US$ 640 billion, fraudulent activities are inevitable. Dubious websites, often assisted by bots, generate false clicks and attract ads, leading to significant financial losses for advertisers every month. It is imperative for marketers to ascertain whether their ads genuinely reach the intended audience, exercise control over ad impressions, and measure the quality of impressions and clicks.
The impact on brand safety is notable, with adult websites being a major contributor to ad fraud. An esteemed brand’s ad appearing alongside adult content can severely damage its image. While keyword block lists are useful, they alone cannot guarantee brand safety, and the practice may have unintended consequences.

3. The Pitfall of Poor Ad Placement: Ad placements are not just about reaching a large audience; they are about ensuring your brand appears in the right context. Placing ads on websites that are inconsistent with your brand values or target audience can lead to negative associations and erode your brand image.

A common mistake among marketers and advertisers is the oversight of ad placement strategy. Reports have criticized YouTube for displaying ads from renowned brands alongside misinformation and conspiratorial content. Emphasizing the importance of ad placements is crucial, as they significantly impact a brand’s image.

Striking the Perfect Balance of Brand Safety with Contextual

Contextual targeting offers a powerful solution to the challenges of brand safety. This innovative technology utilizes artificial intelligence, including Natural Language Processing (NLP) and Sentiment Analysis, to understand the context of web pages and online environments. By analyzing the written and visual content, contextual targeting enables brands to place their ads on relevant websites with content that aligns with their brand values and resonates with their target audience.

Mirrors by Silverpush: Your Trusted Partner in Brand Safety

Mirrors by Silverpush is a cutting-edge contextual targeting platform designed to help brands achieve their goals while maintaining the highest levels of brand safety. Utilizing sophisticated AI algorithms and advanced language models, Mirrors analyzes the written and visual content of web pages, ensuring that your ads appear in safe and brand-aligned environments. With Mirrors, you can:

• Protect your brand reputation through intelligent ad placement.
• Reach your target audience with precision and relevance.
• Gain valuable insights into your audience’s behavior and preferences.
• Optimize your campaigns for maximum effectiveness and return on investment.

In conclusion, brand safety is no longer a luxury; it’s a necessity for businesses operating in the digital world. Innovative solutions like contextual targeting and partnering with trusted solutions like Mirrors, brands can ensure their reputation is safeguarded, their advertising efforts are effective, and their overall business objectives are achieved.

Contextual advertising is on the surge, according to projection it will reach 427.40 billion by 2029. 

Since 2018, the advertising landscape has been under the seismic shift. Privacy centric shifts in the form of guidelines by GDPR and CCPA and initiatives by Apple and Android have become the talk of the town.

After banning third-party cookies from Safari, Apple launched its App Tracking Transparency in 2021. With ATT in the picture, apps are required to obtain explicit user consent before tracking their activity. 

Similar action was taken by Android OS in 2023 where they launched the beta version of Android Privacy Sandbox. Google is working on a strategic phase-out of the cookies by 2024. 

This was just a background picture of how contextual advertising gained limelight once again!

Advertisers turned to contextual targeting as it was easy and offered compliant targeting at scale. But this approach came with its own set of challenges.

Drawbacks of the Existing Contextual Approach

The conventional contextual advertising relies on the understanding of the environment in which the ad is displayed. The traditional method of contextual targeting was limited to the placement of ads based on the webpage content. This was primarily done by analyzing the keywords of the webpage. 

Traditional approach is relatively simple and straightforward but it lacked in reaching the consumer who would be actively interested. Other challenges that occurred with traditional contextual advertising were: 

1. Imprecision: The understanding of the page’s content was limited which sometimes resulted in the irrelevant ad placement. 
2. Reach: The reach was a significant issue with traditional approach as it lacked granular targeting and often missed the active users who would have been interested in the ad. Traditional contextual advertising often struggles to reach a sufficiently large audience due to the following factors:
3. Scalability: Scalability is a major challenge in traditional contextual advertising due to the sheer volume of web pages and the need for real-time ad placement. Traditional contextual advertising relies on manual analysis of webpage content to determine its relevance for ad placement. This process is extremely time-consuming and labor-intensive, making it impractical for handling the vast amount of content that exists online.

AI-Powered Contextual Advertising: Smarter Targeting Approach in Privacy-First Era

The advent of AI-powered contextual targeting has marked a significant shift. In leveraging technology, advertisers now have the means to overcome these challenges. This innovative approach enables a more nuanced understanding of content, ensuring precise targeting, broader reach, and improved scalability, thereby revolutionizing the effectiveness of contextual advertising in the contemporary advertising landscape.

Contextual Advertising Re-engineered as Targeting Approach

The acceleration of the new generation of contextual advertising can be attributed to the evolution of machine learning and artificial intelligence (AI). In navigating the challenges posed by stringent data regulations, AI-powered contextual solutions play a pivotal role in shaping the success or failure of advertising endeavors.

Advanced contextual targeting, fueled by natural language processing (NLP), semantic analysis, and machine learning, has emerged as a game-changer. By delving deeper into content, context, and user intent, it effectively addresses issues of scalability, reach, and imprecision. The re-engineered contextual advertising paradigm prioritizes data acquisition, empowering advertisers with data-driven targeting solutions.

This evolution goes beyond traditional keyword targeting, employing NLP and semantic analysis to comprehend webpage content comprehensively, including text, images, and videos. Machine learning further enhances advertising opportunities by analyzing vast datasets, and predictive AI leverages existing consumer behavior data to inform targeted strategies.

Silverpush, through its advanced contextual targeting solution, Mirrors, adopts a dual approach. The AI-powered contextual solution identifies key contexts across webpages on the Openweb to extract contextual signals for advertising opportunities. Simultaneously, it conducts a thorough analysis of historical consumer behavior data, enabling predictions of audience personas and likely actions.

In a comprehensive view, Silverpush empowers advertisers to tap into previously unexplored market segments through its omnichannel contextual solution. This is achieved within a brand-safe and suitable environment, ensuring a holistic and effective advertising strategy.

Conclusion

In today’s digital world, advertisers use contextual targeting to reach specific audiences. Privacy is crucial, and transparency is key for advertisers to stand out. In the era without cookies, advanced contextual targeting is a safe and effective choice. It not only keeps users secure but also ensures brand safety. When ads are relevant to users, it greatly improves brand safety, giving advertisers a smart edge in today’s advertising landscape.

With viewers ditching traditional cable in favor of streaming services, advertisers are flocking to CTV to capture a captive and engaged audience. According to Insider Intelligence, US CTV ad spending is expected to reach $16.36 billion in 2023, accounting for 21.1% of all TV ad spending.

And this isn’t just a fleeting trend. CTV has officially surpassed traditional “linear” TV, leaving it in the dust. In fact, the number of CTV households is set to skyrocket, exceeding 115 million by 2024, more than double the number of linear TV homes.

What’s driving this shift? For advertisers, the answer is simple: CTV is a gold mine. Ad spending on linear TV is steadily declining, while CTV continues to soar, projected to increase by 21.2% year-on-year. And the numbers don’t lie – viewers are more likely to act on CTV ads, with a 23% higher purchase intent compared to linear ads.

However, with increased competition comes a new challenge: ad fatigue. Seeing the same ad repeatedly can lead to viewer apathy and a decline in engagement. To combat this, advertisers need to create dynamic and engaging CTV ad creatives that resonate with viewers

What is Consumer Fatigue?

Even in the captivating world of CTV, viewers can develop ad fatigue. This occurs when they’re repeatedly exposed to the same ad, leading to decreased attention and engagement.

Ad fatigue can seriously hinder the effectiveness of your CTV campaigns. It can lead to:

• Decreased brand recall: If viewers are constantly bombarded with the same ad, they’re less likely to remember your brand or message.
• Lower engagement: Viewer apathy towards repetitive ads translates to decreased interaction with your call to action.
• Negative brand perception: Constant exposure to the same ad can actually create a negative association with your brand in viewers’ minds. 

To avoid these pitfalls, it’s crucial to diversify your ad creative and ensure viewers see fresh content regularly. Explore different formats, and messaging approaches, and even target specific audiences with tailored ad variations. By keeping your CTV advertising engaging, you can maintain viewer interest and maximize campaign impact.

Why does it matter?

With the continuous expansion of ad-supported streaming services in the connected TV, the available advertising inventory is on the rise. However, gaining clear insight into the CTV ad supply chain remains a challenge, complicating efforts to implement effective frequency capping.

• According to insider intelligence projections, by 2024, the number of viewers for free ad-supported streaming TV (FAST) is expected to reach 104.4 million, with ad-supported video-on-demand (AVOD) viewers reaching 180.2 million.
• Aluma Insights reports that 40% of US adults have increased their time spent on FASTs in the past year.
• The simultaneous growth of viewership and ad loads on both FAST and AVOD services has the potential to exacerbate ad fatigue. 

1. Creative Variations

A) Interactive Media: Play around with CTV Ads is an effective way to capture user attention & drive engagement with interactive video elements like attaching QR codes, in video texts.
B) Edit the Order of Footage: Re-sequence your existing footage to create a new narrative flow, highlighting different aspects of your product or service. This simple switch can offer a fresh perspective and enhance audience engagement.
C) Refocus Your Scenes: Shift the spotlight to specific scenes within your existing material. This allows you to explore alternative storytelling angles and emphasize different benefits for the viewers.
D) Tweak Your Call to Action: Encourage viewers to take action & utilize generative AI  to get actionable CTA that resonates most effectively with your target audience.
E) Refresh Your Voiceover: Give your ad a new voice by changing the voiceover artist or adjusting the script’s tone and language. This can significantly impact the overall feel and message of the ad, potentially attracting new audiences.

2. Target Your Ads Precisely with frequency capping

By setting a frequency cap on your CTV ads, you can ensure that they are not shown to the same viewer too often. This will help prevent ad fatigue and ensure that your ads remain engaging and effective.
Contextual relevance is key to engaging viewers and avoiding ad fatigue. This means tailoring your ads to the specific context in which it is being shown. This includes factors such as the:

• Channel: What type of content is typically shown on this channel?
• Program: What is the program about? What are the viewers likely to be interested in?
  

3. Keep it Fresh with Regular Rotation

For advertisers aiming for an “evergreen presence,” simply creating several variations and running them on repeat won’t suffice. You need to strike a delicate balance between delivering consistent, memorable messaging while constantly innovating to stay fresh and prevent viewer fatigue.

This might involve subtle tweaks to visuals, messaging, or even the overall tone of your ads to keep them engaging even throughout a year-long campaign.

Highlight the power of seasonality to create timely and relevant messaging that resonates with viewers. Aligning your ads with key holidays, events, or cultural moments allows you to capitalize on existing trends and conversations.

4. Use Diverse formats with different ad lengths

Not all viewers have the same attention span, so it’s important to test different ad lengths to see which ones perform best. This can help you find the sweet spot for your ads, ensuring that they are not too long or too short to be effective.

Ads can grab attention and tell a compelling story, while interactive ads offer a more engaging experience. Branded content allows you to subtly weave your brand message into existing content, creating a less intrusive and more natural experience.

Also Read: Unveiling the Real Potential of CTV for Marketers: Moving Beyond the Hype

CTV: The Future of Television and Avoiding Ad Fatigue

In conclusion, as Connected TV (CTV) continues to dominate the advertising industry, steering clear of ad fatigue emerges as a pivotal strategy for advertisers seeking optimal results.

By implementing dynamic and diverse ad creative strategies, such as interactive elements, strategic sequencing, and refreshed voiceovers, advertisers can combat viewer apathy and maintain high engagement levels. Precision targeting with frequency capping, adapting to contextual relevance, and utilizing diverse ad formats further enhance advertisers to get better results  & high user interaction.

Video advertising has emerged as a pivotal element in the domain of content marketing strategy. Whether it’s a concise 30-second ad, an interactive campaign, or captivating live footage, integrated videos within your content stand out as a highly favored and efficacious means to captivate your audience.

Remarkably, video content is the preferred choice for 80% of individuals compared to traditional written text, and an impressive 87% of businesses are already using it as a potent marketing tool.

Research underscores that a compelling 88% of consumers have been swayed by marketing videos to make purchases of products and services. The undeniable power of video highlights the significance of grasping the latest trends in video marketing to maintain a competitive edge in 2024.

This blog aims to comprehend the trends that will shape the video advertising industry in 2024 and beyond. From the ascent of AI-powered advertising to the escalating importance of personalization, these video ads trends are bound to redefine how marketers engage with their audience and orchestrate successful video ad campaigns.

Top Video Advertising Trends for 2024

1. Growing Integration of AI in Video Advertising

The landscape of video advertising is swiftly evolving with the increasing integration of Artificial Intelligence (AI). Anticipate a surge in businesses adopting AI to produce and disseminate video content. With AI’s remarkable capacity to analyze extensive datasets rapidly, advertisers can:

• Enhance their understanding of the audience
• Fine-tune ad delivery

This approach ensures that the right message reaches the appropriate audience at the optimal moment. This, in turn, facilitates the creation of more compelling and pertinent video content that resonates with the target audience.

For instance, generating videos featuring available or customized avatars, where text input is the sole requirement. This proves advantageous for cost-effective video marketing when in need of a character but faced with constraints in time or resources for large-scale video production, employing text-to-speech, or automated voices.

Additionally, AI’s role in programmatic advertising is assuming a pivotal role. Fueled by AI algorithms, automated ad purchasing and placement will restructure the industry through real-time bidding and ad optimization. This results in more efficient ad campaigns with heightened conversion rates. In 2024, Artificial Intelligence is not merely a passing trend but a transformative force poised to reshape the video advertising industry.

2. Augmented Reality & Virtual Reality

The year 2024 will witness a paradigm shift in video ads through the integration of Augmented Reality (AR) and Virtual Reality (VR). AR advertising overlays digital elements in the real world, creating an interactive platform for crafting captivating campaigns.

These ads enable users to seamlessly merge the virtual and physical realms, fostering deeper engagement and memorable brand interactions. Conversely, VR advertising immerses users in entirely digital environments, providing a distinctive storytelling medium suitable for product demonstrations and brand narratives.

The ability to create immersive ad experiences holds the potential to captivate audiences, setting your brand apart from competitors in a landscape where traditional video advertising methods might no longer be as effective.

This innovative approach pledges to deliver campaigns that are not merely viewed but profoundly experienced by consumers. As the future of video advertising veers towards interactivity, the AR and VR advertising wave signals that your business is leading the way in innovation and adopting superior business practices.

3. Contextual Advertising for Enhanced Relevance

Contextual advertising remains a significant tool for marketers in 2024. Global spending on contextual advertising is projected to reach $227.38 billion in U.S. dollars in 2023, and this figure is anticipated to more than double by 2030, reaching an estimated $562.1 billion.

The United States stands as the world’s largest contextual advertising market, with a market value of approximately $65 billion in 2022. This type of advertising places ads based on the surrounding content, resulting in a smoother and less disruptive ad experience.

Amidst rising ad blocking and privacy concerns, contextual advertising offers a solution that respects user preferences while delivering relevant content. As user expectations for personalized advertising increase, marketers can anticipate more of this approach.

To thrive in contextual advertising, marketers must meticulously align their ads with the context to enhance the user experience. This trend strongly emphasizes quality content and strategic placement over sheer volume. This can be achieved by researching and understanding the target audience, as well as identifying the most relevant keywords and phrases to include in the ads.

4. Short-Form Video Content: A Dominating Force

In 2024, short-form video ads are projected to dominate video advertising, accounting for a significant portion of ad spend. Advertisers are likely to capitalize on the format’s effectiveness in conveying concise yet impactful messages. The brevity of these ads aligns seamlessly with the reduced attention spans of today’s audiences, making them a powerful tool for brand communication.

In 2023, programmatic short-form video ad spending is expected to reach a staggering $12 billion, a 50% increase from the previous year. This explosive growth isn’t just a fleeting trend; it’s a fundamental shift in how consumers engage with video.

This shift has profound implications for 2024’s video ad landscape. Expect to see an abundance of short-form video ad formats, optimized for mobile viewing and lightning-fast storytelling. Programmatic platforms will adapt, providing granular targeting and real-time analytics to help brands reach the right audience with the right message at the right micro-moment.

5. Shoppable Ads

Shoppable ads are an innovative format that allows viewers to purchase products directly from video ads. By incorporating eye-catching product imagery alongside video ads, brands can inspire viewers and direct them to specific product pages on their website, creating a seamless path to purchase.

According to Think with Google, brands that utilize product feeds in their video action campaigns achieve over 60% more conversions at a lower cost. Video action campaigns can help scale video ads automatically across various platforms, including the home feed, watch pages, connected TV, and search. They utilize machine learning to drive conversions and provide valuable attribution insights.

To implement shoppable ads, brands can attach a product feed from the Google Merchant Center. This allows viewers to browse products directly within the video ad and seamlessly navigate to the corresponding product pages on the brand’s website for purchase.

Wrap Up

In conclusion, the video advertising industry is up for a significant shift in 2024 and beyond. The integration of AI, AR, and VR will reshape how brands engage with their audience and create captivating ad experiences.

Contextual advertising remains a valuable tool, while short-form video content and shoppable ads will gain prominence. By utilizing these video industry trends, marketers can effectively capture attention, drive conversions, and establish a competitive edge in the ever-evolving world of video advertising.