How Contextual Targeting on YouTube Helped Lipton Drive Consumer Engagement

Leveraging video advertising has become highly essential for brands if they want to achieve success in their marketing efforts. YouTube is the largest online video hosting platform and therefore offers ample video advertising opportunities to brands.

This article discusses how Lipton leveraged YouTube contextual targeting to drive consumer engagement.

We are all currently living in very difficult times. The coronavirus pandemic has turned both health of people and the world’s economy upside down. It has disrupted the lives of people across the world. The mental health of people has been adversely affected. Lipton decided to fight the pandemic together with the people. It ran a “Stay at Home” YouTube advertising campaign.

The campaign aimed to encourage people to spend time with their loved ones and reconnect, and increase mental well-being awareness among them during the pandemic. For this, Lipton leveraged Silverpush’s Mirrors - the world’s first AI-powered in-video context detection platform.

Mirrors is an innovative artificial intelligence-driven platform that can accurately detect different types of contexts in online videos such as faces, logos, objects, places, actions, on-screen text, and audio. It offers marketers nuanced targeting at the video level. Apart from highly precise and granular targeting, its ingenious technology provides a fully brand-safe and suitable environment to marketers for placing their ads.

For Lipton’s Lipton ran a “Stay at Home” YouTube video ads campaign, Mirrors detected the following in-video contexts in YouTube videos - text such as anxiety-related content, activities such as exercise; objects such as a glass of juice; etc. Contextually relevant ads were served to the audience. In-stream video ads effectively delivered brand communication to the YouTube viewers.

The YouTube ad campaign delivered highly impressive results. It drove a massive reach of about 1.4 million. Brand awareness witnessed a significant increase of sixty percent, while market penetration saw a rise of ten percent. The campaign delivered near to two million impressions and generated about half a million views. The YouTube video advertising campaign achieved a click-through rate of 0.2 percent, while the view rate of the campaign was about thirty-four percent. The view rate was about one and a half times the benchmark.

Silverpush won a Silver for the Lipton Stay at Home campaign under the innovation category at the MMA Smarties MENA 2020. Apart from Lipton, Silverpush’s AI-driven contextual targeting technology has helped numerous other brands in achieving their video advertising goals.