If you’re reading an article, whether it’s online or in a physical magazine, chances are you will see an ad or two placed beside it that is relevant to that article. Because you are interested in the content of the article, the ad placement makes sense, and you will likely have an interest in the content of the ad as well.
Ads are far less intrusive when they are in direct context to what is on screen at the time. That is why the impact of contextual advertising has been significantly positive for revenue generating websites.
Context Beyond the Cookies
If we can have contextual ads on paper and online, why can’t we have them when we are watching TV / Video content?
Only recently have ads started to overlay the TV / Video content we are watching. Sometimes these ad overlays are in the way of what is on screen and their topics are not aligned with what is showing on screen at that moment. These types of ads must be hyper-targeted beyond the general demographics, otherwise they are just intrusive.
The optimization of ad placement paired with contextual content has the ability to transform the ad into an opportunity to engage with viewers.
Value in Semantics
So how do we make these ads relevant and contextual? Matching them to indexed metadata will enable us to suggest optimal ad insertion opportunities.
Some key searchable information to make these suggestions would be:
- Objects within scenes (i.e. beer, man, group, bar)
- Optimal locations on screen where an ad would be unobstructive for an overlay (i.e. lower middle)
- Natural scene breaks (for full ad breaks)
- Whether the sentiment in the scene is positive or negative
- Brands within scenes (i.e. Heineken)
This would equip content owners, ad buyers and brands with suggested optimal ad placements including both on screen location and length of time. An example would be:
Time: 14:15 – 14:30
Location: Lower Left
Keyword Matches: Beer, Man, Group, Heineken, Positive
So if you are watching an episode of Two and a Half Men, you could see a Heineken ad overlaid in the lower left section of the screen at 14mins 15secs in, during a 15 second scene when Charlie and Alan are enjoying a beer at the local bar.
Interested, Engaged Viewers
The ad could also be equally as relevant for a local beer store, to drive sales for the store. Viewers are watching the content they want to see and will have an immediate impulse trigger to know where to get the items they are watching.
It could be for a Heineken contest on their website to interest viewers by engaging them via second screen. Hyper targeted campaigns enable content owners to capitalize on both new, popular content as well as ‘old’ content.
Regular campaign ads can also be placed during natural scene breaks, instead of timed content interruptions.
aioTV’s MetaGenerator can automate the process of taking your raw TV / Video files and generating indexed metadata from them. To learn more, visit aio.tv/annotative-metagenerator