Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "contextual advertising"
- Privacy laws that require companies to obtain consumers' consent don't go far enough, a new report suggests.
- "Ad environments that fall into grey areas require careful judgment calls be made by brands and their agencies," notes Joshua Lowcock, global chief media officer at UM.
- Fabre-Hernoux says privileged access to the inside thinking about and application of some of the most powerful consumer data insights in the world prepared her to innovate the way Wavemaker and parent GroupM handle it.
- Consumers are more likely to remember advertising that appears in the context of related content.
- Dstillery last week launched ID-free AI for cookieless ad targeting. The company will soon introduce a new version for health care.
- Brands should consider using ads that appear in video content, rather than during a break in content, when advertising on CTV, a study by MAGNA Media Trials and GumGum finds. The companies believe this method captures the attention of consumers with fewer commercials
- Brands that improve viewability, brand safety and ad-fraud prevention are more likely to see gains in their conversion rates.
- Publishers using Next-Gen Solutions -- now available for the open web -- must also have adopted Yahoo ConnectID, which enhances audience matching, enabling advertisers to deliver more relevant messaging.
- This week the industry is most interested in location, location, location. As in, location-based marketing, which incidentally reflects a big gap between advertisers and agencies
- Contextual advertising awareness has a steep hill to climb. But brands like Frito Lay, which has tackled the challenge, have found success, GumGum data shows. James Clarke, Frito Lay senior director, media strategy and CRM, believes success in contextual advertising is less dependent on the brand being advertised and more so on the strength of alignment between messaging and creative with the surrounding environment in which the ad is placed.
- Brands that advertise next to positive articles about environmental issues are more likely to be perceived as eco-friendly.
- Soccer-related content was most popular, driving 74% of website visits during the third quarter.
- Contextual targeting of advertising is making a comeback as marketers become more mindful of brand safety.
- Contextual targeting is projected to be the dominant form of consumer ad targeting within a year, overtaking behavioral targeting tracking people's identities and behaviors via their use of digital media and devices.
- The cross-platform analysis found that while ads in both print and digital news publications perform better than ads in social media channels, print ads had a much greater memory impact on readers.
- The deal will offer transparency for marketers to buy Crackle inventory, contextually targeting Crackle's connected TV audiences. Contextual video advertising enables marketers to reach audiences while viewers are watching relevant programming. IRIS.TV has some 7,000 publishing clients extending across CTV and premium digital video platforms, totaling some 20 billion addressable video impressions.
- SEMrush's report analyzes data on Google, Twitter and other platforms as well as visits, backlinks and social shares and the correlation between metrics and elements such as text length, headlines, structure, the presence of visuals, the price of terms and the perfect length for descriptions.
- The brand sought to amplify Mountain Dew ICE's launch in 2018 MTV Movie & TV Awards through a multi-platform marketing campaign to generate product awareness.
- SmartSurveys allows brands to send email surveys based on web behavior, Evergage says.
