Home Digital TV and Video Videology Adds Context With TriVu Partnership

Videology Adds Context With TriVu Partnership

SHARE:

Scott Ferber, CEO, Videology 2013Videology is working with video analytics provider TriVu Media to weave in additional layers of contextual targeting that will appeal to TV media buyers.

“In TV, everyone has always used context to approximate audience,” CEO Scott Ferber said. “We’re dealing with five decades of that mentality and it’s a hard one to break. Plus, everyone’s always freaking out about ‘brand safety’ and what sort of content is my ad showing with. The partnership with TriVu on contextual advertising provides a greater ability to have a more brand-safe experience that TV buyers want inside of the RTB environment for video.”

Videology already has a contextual tool called Xtract, which grew out of its acquisition of Lucid Media a year ago. Xtract is a standard contextual product, as it merely looks at the text on a page surrounding the video to direct its targeting. TriVu brings “URL-level” contextual targeting to the table, which can scan tens of thousands of sites.

“A lot of targeting is based on channels, which are structured around broad topics like entertainment,” Ferber said. “That can mean a lot of things. If I’m a sponsor of a major music act, I want to be able to market that on MTV’s websites for the Video Music Awards. After the VMAs are over, I want the ability to target all videos by a particular artist. There are individual URLs for that – that’s pretty hypertargeted and that’s what TriVu can do with us.”

Most video targeting still focuses on display-style targeting, by primarily focusing on “domains and audience data,” said Paul Calento, TriVu’s CEO. “This can lead to a disconnect between the ad and the content it’s aligned with. TV advertisers may pay on an audience model, but they buy specific programs that align with specific brand objectives. We’ve doing that for online video.”

TriVu bases its contextual targeting on three areas of consideration: the content itself, how much reach that content has and what kind of response the ad got, either via clicks or a percent of the viewed component.

The dynamic between behavior and contextual targeting is pretty simple, said George Hammer, VP and group director of media strategy for Digitas: If you want people to do something, behavior targeting is the way to go. But if you want them to think about something, then contextual is the best model.

As a skill set, contextual has rarely impressed media buyers, despite the natural appeal of adjacency. But by marrying contextual with behavioral targeting, the hope is that the benefits can be maximized, particularly in capturing the audience with more precision.

“As a first step in an online video campaign, marketers want brand safety assurances that a contextual environment delivers,” Hammer says. “Then, they’ll want to narrow that target to find people who have specific behavioral attributes likely to resonate with a purchase or brand affinity. The problem with doing both is that the more filters you put on a campaign, the less scale you get. It’s a strategy that requires a lot of fine tuning.”

Still, Ferber says that the programmatic system Videology has in place can manage that balance. For the most part, contextual video advertising will continue to gain traction, because the realization that the same audience in different contexts and mindsets will naturally react differently to the same ad.

“Scott Ferber watching CNBC is more valuable to E-Trade than the same Scott Ferber watching Barney with his daughter,” he says. “That’s what advertisers care about.”

Must Read

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
US District Court for the Eastern District of Virginia, Alexandria

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.

Jounce Media's Chris Kane at Programmatic IO NY on Sept. 25, 2024.

The Bidstream Is A Duplicative, Chaotic Mess – But It Doesn’t Have To Be That Way

Publishers are initiating more and more auctions – but doesn’t mean DSPs are listening to more bids, according to Chris Kane.

Readers Are Flocking To Political News, Says WaPo – And Advertisers Are Missing Out

During certain periods this year, advertisers blocked more than 40% of The Washington Post’s inventory over brand safety concerns.