Tag: Contextual targeting in advertising

Contextual x Emotional: Creating Stronger Brand Connections

September 22nd, 2021 | Jonah Cait, VP, Strategy and Product, Hotspex Media

In recent years digital advertisers have been focused on brand safety; the act of preventing ad delivery in unsuitable environments. When running programmatic campaigns, inventory filtering is highly recommended to ensure brand suitability, but let’s not kid ourselves – inventory that’s “not brand unsafe” doesn’t exactly mean it’s an optimal placement.

So what can we do differently? How can advertisers maximize the relevance and impact of their advertising? Here are a few tactics that advertisers are currently using:

Page Sentiment

Page sentiment is the classification of pages into one of three signals: positive, neutral, and negative. A recent study from IAS found that 80% of ad viewers were more receptive to ads near positive sentiment content, 93% were more favourable to ads near positive sentiment content, and 24% were more likely to remember ads near positive sentiment content.

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