Content rules and works today’s marketing. This isn’t a new trend- for a long time brands have been seeking recipients attention through content: research, production and distribution. Content is also significant for advertisers who look for monetisation opportunities and invite publishers to cooperate. Content is particularly crucial for a receivers group that looks for values, specifics and is immunised against mismatched intrusive advertising messages. The most important things are context and personalisation.
Plastream helps join pictures and videos with accurate recommendations in e-commerce shops. It’s a win-win situation: the publisher reaches the target group with the matched content (they’re a step closer to creating a connection between the recipient and their brand safety), and the advertiser can count on valuable website traffic.
Why are ads based on context so important and what makes them so successful?
We distinguished four factors that should be kept for the final result- the satisfaction of recipients, publishers and advertisers.
The right time
Advertisements should be served at the right time and perfect moment for the recipient. Imagine a simple mechanism: you’re watching a TV series on a TV player available on www television station. In one of the scenes, a woman appears wearing an attractive shirt. This is a perfect moment to show recommendations of this shirt on e-commerce shops. The recipient may forget about their shopping impulse and go back to doing chores after watching the show and won’t go back to the moment where they were ready to buy the shirt, so it’s vital for them to be able to check out e-commerce offers at the right time.
The right place
The ad should be shown in the right place. Non-native ads displayed in the sidebar or subtitle won’t do any marketing justice. Placement is critical: the chances of clients clicking on and buying a product are higher if product recommendations are presented near the actual product.
The right product
Recommended products should be replacements of those found in the original picture or video. If the actress from the TV show has a green shirt on and the recipient is shown blue shirt recommendations, this won’t bring any results. In both pictures and videos, recommendations must be as accurate as possible to what we see- in this case, green shirts.
The right target audience
Advertisers priority is to aim at their target audience-the recipients that are most interested in buying their products and are most likely to purchase them. That’s why it’s important to know your target audience so that you can distinguish their interests, expectations, needs and capabilities. This will help match product recommendations- especially the price and category.
Fitness channel recipients will have different expectations than TV series fans or gossip portal users.
Look at how we are doing this in Plastream:
We’re watching a clip in which a woman is posing in a yellow dress. This is the moment where shopping impulses are activated: if the dress caught someone’s eye, they will be interested in buying it and will want to know where they can get it. All conditions of correct context advertisement are fulfilled: the right time (while watching, during the scene with the dress), the right place (player, the option to immediately check the offer), the right product (recommendations of similar or identical dresses), the right target audience (people who would be interested in buying the dress).
Ads don’t have to be wrong. Recipients that receive content matching the context react positively- they want to interact with the brand, get to know the product better and receive constant information matched to their needs.