{"id":6317,"date":"2021-09-22T20:54:32","date_gmt":"2021-09-23T00:54:32","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=6317"},"modified":"2021-09-22T20:55:13","modified_gmt":"2021-09-23T00:55:13","slug":"contextual-x-emotional-creating-stronger-brand-connections","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2021\/contextual-x-emotional-creating-stronger-brand-connections\/","title":{"rendered":"Contextual x Emotional: Creating Stronger Brand Connections"},"content":{"rendered":"

\"\"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\u2019s not kid ourselves \u2013 inventory that\u2019s \u201cnot brand unsafe\u201d doesn\u2019t exactly mean it\u2019s an optimal placement. <\/p>\n

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:<\/p>\n

Page Sentiment<\/h2>\n

Page sentiment is the classification of pages into one of three signals: positive, neutral, and negative. A recent study from IAS<\/a> 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. Similar to brand safety filters, page sentiment is a nice starting point but associating ads with \u201cpositive\u201d content is generally broad and isn\u2019t a massive improvement from \u201cbrand safe\u201d placements. <\/p>\n

Contextual Advertising<\/h2>\n

As we anticipate the deprecation of third party cookies, many advertisers are using contextual as a means of ensuring brand relevance, using page categories (e.g. sports content) or keywords (i.e. relevant terms or phrases found on a page) to help focus their investments. This can create a stronger connection between creative and media, making ads more relevant and memorable. Referencing the same IAS study, 74% of ad viewers wanted to see ads that match page content. <\/p>\n

In short, contextual advertising is more focused, an unquestionable improvement on open-market delivery, but there hasn\u2019t been much innovation in the last few years. <\/p>\n

The Importance of Emotion<\/h2>\n

There are a few tenets in the advertising community that we know to be true: <\/p>\n