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The Power of Relevance

Media has worked on the same principles for a long time, reach a lot of people in hopes that a few of the right people are in that group.

 

That ends up with a lot of people seeing ads that are irrelevant to them. With more video media opportunities today than advertisers have ever seen, we were wondering if there might be a better way. So we partnered with the IPG Media Lab to find out what happens when an ad is matched with relevant content.

So what's different today?

More content. There are a billion+ people on YouTube, uploading 400 hours of content every minute. If brands could align with relevant content, that might make consumers feel differently about ads.

Let's shine a light on some of the challenges of today’s video landscape for brands

Reaching the

wrong person

 

 

Age and gender do not always predict somebody's interests.

Irrelevant ads are becoming public enemy #1.

Ad Blocker Usage

Ads are not the problem

Irrelevant ads are the problem

With the amount of digital video consumed today, it’s possible to connect ads with relevant content. The question is, what happens when you do that?

Active Installs (millions)

People are

taking action

Reaching the right person

at the wrong time

Traditional targeting may find the right person but not necessarily when they are in the right mindset. A businessman is a businessman when he's doing business,

not when he's working on his tan.

Consumers are fired-up

 

And seeing irrelevant ads time after time gets people angry.

What’s next?

We’re just at the beginning of re-imagining how to place ads based on aligning with relevant content, because the content someone chooses to watch sends a clear signal of what they’re interested in at that exact moment. Now that we know it works better, there are all kinds of ways to move advertising forward. We started to look into what happens when the emotion of an ad is congruent with the emotion of the content.

Brand personality

shines through

When a brand’s campaign runs alongside content that is contextually relevant, it makes the brand look better to the consumer. Plus it makes consumers willing to pay more for that brand’s products!

audience

channel

contextual

Brand with a personality

Brand I would pay more for

Recommendation Intent

Purchase Intent

Same ad, 63% higher

purchase intent

Relevancy has a huge impact on purchase intent and recommendation intent.

Purchase intent

Recommendation intent

Brand Metrics (Test-Control)

audience

channel

contextual

When it’s relevant -

people notice

It actually improves the overall experience.

Ad complements the video experience

Ad is relevant to content

Perception of Ad %

audience

channel

contextual

Brand Perceptions (Test-Control)

* Signifies value is significantly higher than cell of that color at >=90% confidence

From: The Power of Relevance: Content, Context, and Emotions. 2016 IPG Media Lab and ZEFR.

* Signifies value is significantly higher than cell of that color at >=90% confidence

From: The Power of Relevance: Content, Context, and Emotions. 2016 IPG Media Lab and ZEFR.

* Signifies value is significantly higher than cell of that color at >=90% confidence

From: The Power of Relevance: Content, Context, and Emotions. 2016 IPG Media Lab and ZEFR.

When the emotional tone is

aligned, ads work harder

Purchase and recommendation intent increases dramatically when the emotional tone of an ad

matches the emotional tone of the content.

incongruent sentiment

congruent sentiment

Brand Metrics (Test - Control)

Purchase intent

Recommendation intent

Emotional congruency is when the sentiment of an ad matches the sentiment of the content it runs before. In this study,

we measured sad/serious, happy/funny, and emotionally neutral sentiments. An example of emotional congruency is an

ad with a happy sentiment that runs before content with a happy sentiment. An example of emotional incongruency is

when an ad with a happy sentiment runs before content with a serious sentiment.

* Signifies value is significantly higher than cell of that color at >=90% confidence

From: The Power of Relevance: Content, Context, and Emotions. 2016 IPG Media Lab and ZEFR.

the complete report of the contextual targeting study.

This is just the tip of the iceberg

Download "The Power of Relevance"