Owning Seasonality with Video-level Contextual Targeting
Welcome back to the Think Inside the Video newsletter, where we will explore the ever-evolving streaming TV landscape and how the advertising industry can use AI and contextual intelligence to reach the right viewer at the right moment.
As we close out the summer and head into the fall, advertisers are looking to capture the spirit of the season to drive Q4 sales. With more fragmented attention than ever and uncertainty about who’s really watching that TV screen, simply running your typical holiday campaigns is no longer enough. This week, we’re diving into a powerful case study that illustrates why video-level contextual targeting is particularly advantageous for seasonality.
A prominent jewelry company sought to “own gifting” around Mother’s Day. To achieve this ambitious goal, they turned to GumGum and IRIS.TV.?
Using Verity?, GumGum’s contextual intelligence platform, the company targeted consumers when they were watching fashion, parenting, and shopping content on IRIS-enabled? apps, channels, and devices. This is possible because Verity analyzes video content in detail - from imagery to audio and metadata to create targetable data that extends deeper than genre and demographic data. Traditionally, the brand would have to rely on historical data about the consumer’s preference. With video-level data, the brand can align its ads to what the consumer is watching in real-time to ensure they reach the right person at the right moment, driving them to make timely purchases around the holiday.
Video-level contextual targeting not only outperformed the jewelry brand’s goal but also outperformed two other CTV providers and delivered at a more efficient CPM, proving that contextual relevance isn’t just a buzzword—it’s a key driver of performance.
Why does this matter for your next CTV campaign? Relevance is real. By aligning ads with content that is not only topically but also emotionally relevant, brands drive higher engagement and better business outcomes.
Download our Q4 CTV Activation Guide to Learn More.
Inside the guide, you’ll find expert recommendations on leveraging video-level contextual targeting to ensure your ads reach the right viewers when it matters most. From sports fanatics in October to holiday shoppers in December, we’ve got you covered with targeting strategies tailored for each holiday milestone.
Don't miss out on maximizing your CTV deals this season! Download the guide now and take your holiday campaigns to the next level.
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