How to use contextual intelligence to uncover new insights, inform strategies, and launch better digital campaigns.
|The engagement over-time insight allows you to validate the opportunity at stake for your brand and campaign. When a context segment registers high categorizations, it means there is an increased opportunity to drive brand awareness by focusing on the content inside the segment.
|Optimize campaign timing
|This insight reveals when consumers are interested in content online and how this interest evolves over time, which is critical to understanding what the ideal time frame is for your campaign.
|Understand drivers of intent
|On a broader level, content engagement over time offers real insight into how events and industry verticals evolve online. When looking at a 12-month view of any given category, the engagement-over-time insight reveals which events trigger online activity, and which ones drive consumer interest. This helps you better understand the online behavior of your target audience and complements additional audience and industry research.
|Drive scale and reach
|Understanding how and when consumers engage with content online means you can optimize your ads to coincide with periods of high engagement and maximize your budget. Alter your bidding strategy so it’s aligned to the days or weeks when engagement is highest to improve scale and reach.
|Understanding when content is trending online means you can target the high-value inventory in these environments before CPMs rise, and be more cost effective with your ad spend.
|Understand consumer behavior
|Content trends help you plan campaigns to align with consumer mindsets and online searches.
|Identify popular content topics
|Analyzing trends also helps you identify the most popular content topics and interests that are related to a campaign or event, which can help you increase scale by adding different audiences to your campaign.
|Identify brand safety risks
|Trends can be unpredictable, which means they can pose a brand safety threat. But understanding this threat ahead of time means you can plan for it and implement custom brand safety solutions at the point of activation.
|Identify brand-building opportunities
|On the other hand, if the trending content is positive, you can secure high-value inventory in environments as they begin to trend and CPMs are subsequently at their lowest point. You can do this by activating a dynamic contextual segment for the duration of the campaign. This will ensure the campaign is optimized toward brand-building opportunities while simultaneously avoiding environments that pose threats to brand safety.
|Identify the reasons why consumers engage with content
|The different types of content that relate to your campaign or event reflect the various interests of consumers. Align your brand with the content interests that are most relevant to your campaign to capture your ideal audience.
|Understand brand safety risks
|Use this insight to balance brand safety risks with opportunities in your campaign, and provide recommendations to ensure your advertising is appearing in brand-suitable environments.
|Drive incremental reach
|By including related content topics in your segment mix, you have the added benefit of incremental reach and scale. The additional segments will pull in high-value inventory that appears in environments related to your brand, vertical, or campaign.
|Build better custom segments
|Extract specific keywords from the list of related content categories to build better custom segments for targeting and brand safety purposes.