With the Winter Olympics quickly approaching for a three-week programming span, it’s a good time for brands to evaluate how they’re using contextual targeting to their absolute benefit to reach viewers of big-ticket events.
For digital marketers who plan to ramp up spend prior to the Olympics, there are numerous opportunities for using contextual targeting to access premium placements at a much lower price point. By using some of the deep contextual insights gained by algorithmic solutions provided by MediaMath partner Peer39, brands can expand their targets to reach a secondary audience of consumers who are not currently using their brand but who would be potential users
To tap into this varied consumer market, Peer39 created a special events category aggregating all topic and performance content from its high-level taxonomy. The Peer39 solution identifies pages within top-level domains that are specific to the event to help MediaMath brand marketers hit their advertising goals. Tools called “grabbers” read and extract that content and then properly classify it to apply to corresponding attributes.
Through the lens of contextual targeting, big-market events generate a rich source of trending behavioral topics – food and beverage, arts and entertainment, commercial replays, news, sports-related business, etc. – that touch on different areas of interest related to the event and provide a prime opportunity to push out brand awareness for new or existing products.
Marketers have ample information at their fingertips with which to execute persuasive, consumer-specific campaigns aimed at these event enthusiasts, where brands will see the most retention and viewership. In the case of the Olympics, viewing habits tend to be ritualistic, and there is huge loyalty to specific sports segments of the event, such as figure skating, short track, ski jumping, etc.
To prepare for launching a contextual targeting campaign for the upcoming Olympics or the next high-profile event, digital marketers should consider the following:
- Take action and prepare strategically for robust contextual targeting execution
- Make sure you have the budget to spend – there is formidable competition in line to capture these high-profile placements
- Be aware that each display unit within a page has a value, and you need to assess that value and what it means for your brand
- Know the “big picture” outcome and the goals of your campaign – are you trying to drive click-through rates, awareness, etc.
- These events are a great opportunity for conquesting competitors – so don’t miss out!
Through the MediaMath OPEN partnership, Peer39’s technology is page level, so it will identify the most relevant URLs within a domain that corresponds to the activities or interests of the contextually targeted consumer. Through this inventory, Peer39 is able to support buyers and identify the pages deep within the domain that get typed into browsers as event-focused consumers are surfing for related interests, identifying interest and topics at a high level.
Top and sub-level classifications surrounding big events are typically diverse and more than just about the event itself. Touch points can include cooking, food and beverage, party organizing and entertaining, commercials, home entertainment, arts and entertainment, all the way to the sport figures and performance, viewing parties, news articles, and provide a gold mine of contextual targeting opportunities for advertisers.
For more information about Peer39 and OPEN visit:
https://open.mediamath.com/partners/peer39
See how MediaMath can help with your retail goals here.