Programmatic advertising is evolving with an emphasis on contextual relevance, especially in the context of connected TV (CTV). Traditional ads lack the necessary connection to their placements, leading to underperformance. Companies that use more integrated programmatic solutions with contextual overlays see improved advertising outcomes. Smaller live events and the right data utilization can improve ad effectiveness. An example cited was NBC's SNL50, which exemplified how contextually relevant content enhances viewer engagement and advertiser success.
"There's very little relevance or connective tissue between those placements," said Paul. "It doesn't create that critical mass in my mind to change a behavior or to change a brand perception."
Adam Paul noted that clients creating integrated experiences using programmatic pipes have seen significant improvements in results delivered to advertisers.
It's not so much that the old-school programmatic is underperforming; it's that the newer and emerging solutions that have contextual overlays are overperforming.
The more an ad has in common with the content, the better the ad does, highlighting the importance of contextual relevance.
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