From Adweek · Dawn Papandrea · · 50s
Contextual Intelligence Targets Audiences
Brands use contextual intelligence to reach viewers through content, not demographics.
In brief
Brands use contextual intelligence to reach viewers through content, not demographics. Contextual intelligence helps brands target audiences based on content consumption, improving ad relevance and impact. Originally reported by Adweek.
Contextual intelligence definition
Contextual intelligence helps brands target media viewers by matching content with brands to reduce media waste.
“It means understanding the content across the entire video landscape, and then being able to identify and match that content with brands”
Pharma targeting challenge
Healthcare brands need creative approaches to reach patients through contextual intelligence instead of demographic targeting.
“We can’t just check a box on Google that says I want to target a patient that has XYZ condition”
Eye-care campaign example
An eye-care brand used contextual intelligence to reach older users through retirement cruises and classic TV shows.
“For this audience specifically, some of the contextual triggers we have are retirement cruises, senior fashion, or classic TV shows like I Love Lucy”
Kids Help Phone campaign
Kids Help Phone reached teens searching self-harm on YouTube using contextual intelligence in Canada.
“What if we reverse the algorithm and actually showed up when people were actively searching self-harm on YouTube”
Campaign results
The campaign earned recognition at Cannes Lions and showed 3X brand lift for the eye-care brand.
“It was a really important moment to be able to tell somebody that you don’t have to do this”
The essence
Contextual intelligence helps brands target audiences based on content consumption, improving ad relevance and impact.
