Did you know the reason they were called soap operas in the first place? Dating back to as early as the 1930s, ad executives increased ad revenue by courting businesses that sold household products targeting homemakers. Procter & Gamble became the first major advertiser to sponsor one of these daytime dramas using their Oxydol soap powder, a laundry detergent. Thus, the soap opera was born, and the idea of connecting your audience to the content they are watching. Procter & Gamble became the first major advertiser to sponsor one using their Oxydol soap powder, a laundry detergent.
WHY CONTEXT MATTERS
What is Contextual Alignment? It is relative depending on your brand. “The Late Show with James Corden” attracts millions of viewers on YouTube, however, the "Spill Your Guts" segment would not be the most appropriate content for a food brand and is a good example of contextual targeting with videos
CONTEXTUAL ALIGNMENT DRIVES ROI
THE CHANNEL FACTORY APPROACH
Channel Factory provides customized solutions that deliver maximum brand suitability, content alignment and performance on YouTube
Remove unsafe content against 13 content categories in line with
GARM/4As standards for contextual targeting with
videos or advertisements
FILTERED DOWN TO THE ULTIMATE CONTENT FOR YOUR BRAND
Select categories, videos, and channels that are right for the brand.
Remove content specifically deemed unsuitable by the brand. E.g. Profanity, alcohol, kid's content
CHECK OUT OUR
Channel Factory conducted a recent survey with GroupM on the value of context and the impact contextual alignment has on different verticals. The results were staggering, across all verticals, there was a 17% lift in ROI (sales) recognized by the agency for their clients that used contextual targeting on YouTube
indexed roi from mmm-model by case
THE HISTORY OF
of consumers would be more likely to buy from brands whose ads are relevant to the content they’re consuming on YouTube
of consumers develop a negative view of a brand when its ads appear next to inappropriate content.
*On average, we see about 28% of a campaign’s media run against content that did not advance their brand message. It could be content in the wrong language, or content that they did not want to surround like gaming or pranks.
RUN ON MISALIGNED CONTENT
YouTube + Channel Factory
RUN ON ALIGNED CONTENT
*Although our lists are fine-tooth combed to remove complexities they still represent billions of videos and millions of views to deliver scale contextual advertising solutions.
Google acquires YouTube, which becomes the world’s largest advertising platform. Google & Facebook start targeting ads directly to the customer via audience targeting.
A TIMELINE OF CONTEXTUAL HISTORY
*the first banner ad from AT&T
Brand safety and suitability issues became the mainstream focus, with several brands having safety scandals that were publicized. Channel Factory was naturally suited to address the complex problems by launching its content scoring platform, ViewIQ
Governments start to create laws in Europe (GDPR), soon followed by California and other states that limit the use of data sharing of individuals. Browsers start limiting cookie-based targeting. First was Apple, then came Google’s Chrome cookie phase-out
The COVID-19 pandemic, protests for racial justice, and elections globally make brands start to re-evaluate their decisions on brand safety and content monetization
Cookies will continue to diminish in importance. CONTEXTUAL TARGETING SOLUTIONS start to rise in importance as brands look to new methods of targeting their audiences
In 1994-95, the first banner ad was created, launching a slew of online advertising hype.
A year after, advertisers wanted to target their customers and used websites as a proxy for where their audience would be, the first form of online contextual targeting
then & now