Automated contextual advertising uses AI to help brands fine-tune the contextual relevance of their addressable campaigns. IBC365 speaks with ITV’s Rhys McLachlan to discover how it’s making an impact.
ITV and Sky Media have both introduced contextual ads which allow advertisers to buy spots based on the specific content within a programme, rather than more broadly against the type of show or film genre. New contextual targeting capabilities will enable content advertisers to align ad placement using written, audio and visual metadata created using AI.
In a world where consumers are increasingly ad-savvy, context is king, with 72% of consumers saying their perception of an ad is influenced by the surrounding content (Integral Ad Science, The Context Effect, September 2021)...
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