Facebook is a well-established social media platform. Its video audience is growing at a fast rate. Brands can leverage this video audience to drive huge reach and awareness. This article discusses how Castrol made use of Silverpush’s AI-powered contextual video advertising technology to utilize Facebook’s video content to its full advertising potential.
Castrol wanted to build brand awareness and relevance in Vietnam. For this, it decided to tap into the rapidly growing video audience on Facebook. Castrol wanted to target specific audiences engaging in interests like motorcycles, racing, cars, automobile repairing, etc. in real-time while portraying itself as an adventurous brand.
To achieve its goals, Castrol leveraged Mirrors for Facebook, an innovative product developed by Silverpush, one of the leading ad tech companies. Mirrors make use of human augmented artificial intelligence technology that allows marketers to achieve granular targeting on the world’s largest social media platform – Facebook.
Mirrors for Facebook enables contextual ad targeting on the basis of brands’ specific requirements. It enables brands to run high-performance Facebook advertising campaigns and achieve the best return on ad spend.
With the help of Mirrors, Castrol was able to achieve precise and nuanced video-level ad targeting that made it reach its desired audience at the right time and in the right context. Castrol achieved much greater user engagement and much lesser ad waste in comparison to traditional blanket targeting methods.
Mirrors’ natural language processing and sentiment analysis algorithms surfed through thousands of Facebook pages in order to find out the most contextually relevant pages related to nuanced categories such as motorcycle racing, riding, car/bike repairing, etc. In order to place Castrol ads on high-performance pages on Facebook, Mirrors also considered engagement metrics such as the number of subscribers, likes, etc.
After finding out the most contextually relevant pages by the artificial intelligence algorithms, a dedicated team of experts manually surfed through the filtered Facebook pages for most viewed videos in the past sixty days, detecting pages with relevant content. Along with this, experts also built a blacklist in order to exclude unsafe and custom-defined brand unsuitable content.
By leveraging Mirrors, Castrol was able to connect meaningfully and strongly with the desired Facebook audience during highly contextually relevant video moments, and at the same time, this AI technology ensured both brand safety and brand suitability. Castrol was able to achieve exceptional results and drove significant reach and engagement.