Conversational Ads What BeOp CEO Louis Prunel calls "conversational ads" could be an example of contextual targeting innovation. "Advertisers get much better results...having conversations that are contextually placed at the end of an article on premium publisher [websites]," Prunel explained, adding that "conversational ads" can get up to 70% more clicks than the standard display. ads. While the BeOp platform gives advertisers creative control, T-Shirt Design service one way to use it is to combine a display ad or video with guided selling to initiate a “conversation” with the customer.
The idea is to ask prospects a question so intriguing that they interact with the ad and end up converting. Prunel said the combination of contextual keyword-based placement, ad position on the page, and good copywriting makes these conversational ads effective for both conversion and branding. . Only TV has a lower cost per impression, according to Prunel. Screenshot from BeOp of a Microsoft Surface ad campaign with a question, "What character trait suits you the most?" BeOp, an advertising platform, uses keywords and topics to place advertisements in context. T-Shirt Design service Advertisers can use these ads to ask questions and start a "conversation" with potential customers. Image: Be Op.
Purchasable video Buyable video is "a video experience with products and product information where you can perform an action, and that action is usually a purchase," said Amit Erental, senior business line manager at Cloudinary, a SaaS platform for managing streaming videos and images. "Shoppable video started out as one of the use cases for interactive video, but over the past three years we've seen it grow into its own category," Erental said. T-Shirt Design service Social networks such as Instagram offer full-fledged, buyable video ads. But given the aforementioned privacy concerns, don't be surprised if we see buyable video and contextual targeting combined.