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Digital advertising, the underestimation of the “right context”

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Digital advertising, users are attentive to the “right context” of publication

The KPIs of your digital advertising campaign seem to say that these perform, but the results do not arrive and indeed, a negative wave of comments and reactions seems to be generated that potentially damage the digital reputation of the brand you work with. You analyze the campaign numbers and KPIs, but no apparent problem emerges; review the creativity and the video, and it seems, in a nutshell, everything is fine. Therefore, the question arises spontaneously: “what’s wrong with my digital advertising strategy “?

Those who work in digital advertising know well the dynamics that lead to the generation of an ADV video campaign: definition of the concept and messages to be conveyed, identification of the target, creation of a video that captures the attention of users, definition of a budget, measurement objectives and KPIs. All these elements that every professional or media center that deals with online advertising must, as far as possible, try to keep under control in order to achieve the best possible result, at the lowest cost of performance. But often, among these elements, there is one that most of all is overlooked: the context in which the videos will then be published.

Digital advertising and brand advertising: sure that your brand’s ADV is published in the right context?

Imagine working for the digital advertising strategy of a brand that offers financial consulting services to individuals. Maybe in Italy, a country notoriously characterized by a strong tension towards saving, little “inclined” to financial investments compared to the EU average. You want to guarantee visibility to your proposal, make your brand known, maybe collect the first contacts of users potentially interested in finding out what an ETF is or evaluating a supplementary pension.

Probably, the last thing you would like is that the videos of your digital advertising strategy are placed in a context dedicated to online betting, or more generally to gambling, thus bringing your brand, which proposes a reasoned financial planning, to a context. where the “play and take risks”.

Yet such a dynamic seems to happen much more often than one might think. Often, large media centers are able to measure the cost per click of each individual campaign to the hundredth and to evaluate their performance to a single decimal point, but they are not able to guarantee a brand suitability ideal, that is, to allow brands to choose the “best” contexts in which to implement their digital advertising strategy and show their videos.

Digital advertising and brand suitability: a key success factor, too often ignored

Here it is, the black Swan of the digital advertising strategy that doesn’t work and that leads to the initial question: the publication context. Technically, when we talk about brand suitability let’s talk about what is “suitable for the brand”, as the world of gambling obviously cannot be in the previous example.

In fact, it seems quite clear how a user’s reaction to an ADV can be influenced by the context in which it is reached by the video, as well as his response to this stimulus, which may therefore be negatively affected by an inadequate context.

In an era characterized by a continuous increase in budgets destined for digital advertising and brand advertising, it is therefore becoming increasingly fundamental to “govern” this competitive element, guaranteeing brands the possibility of associating their online advertising and their image with contexts safe, consistent with brand values, without potential negative repercussions in terms of brand reputation.

Digital advertising: is brand suitability a driver for ADV video campaigns?

In this sense, the data emerging from a recent research by an important international research institute, carried out in the summer of 2021 on this topic, are very interesting.

The analysis, which focused in particular on the effects of a suitable communicative context on video advertising activities, highlighted the different reactions of users to video advertisements placed in different contexts, from the most “in line” with the advertiser brand, to those objectively farthest from the promoted product or service. Carried out in four countries (Italy, UK, Spain and Germany), the analysis showed video ads of various international brands, alternating their proposition in contexts “suitable” e “non suitable”, Measuring the reaction of like-minded groups of people by demographic and income characteristics.

For Italy, the study was conducted using a globally recognized fashion label in the luxury sector. Very interesting results emerged, confirming the previous conclusions. Placed in the right context, the ADVs of a more “attentive” digital advertising strategy to brand suitability issues seem to perform better, in terms of favorability (+6,3%), closeness (+8,4%), recommendation (+7,4%) e intention to buy (+ 6.2%). The difference in the answers to the question “How much did you like the creativity of the video you just watched“: While for the cluster exposed to an environment”suitable“The percentage of users who say they appreciate the HDV is 42%, this value drops to 35% for the cluster exposed to the environment”non suitable”.

Therefore, the research shows the need for brands to include, in the attention parameters of their digital advertising strategy, also the “publishing context”: if it is true that on the one hand investments in digital ADV increase, on the other it is It is therefore necessary that brands pay more and more attention to brand suitability issues, since this latter aspect can be decisive for the good performance of their online advertising campaigns, reaching their target at any time during their navigation without dispersion of views and economic resources in potentially harmful contexts when not irrelevant.

In conclusion, and returning to the initial advertiser who wonders why his digital advertising strategy is not working, he would answer: “your videos are ok, you have a budget and the target you have in mind is the right one. But are you sure that your digital ADV is published in the right context?”.

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