While video is a strategic advertising format, targeting isn’t always easy. A new “video-centric” targeting method is emerging that focuses on the content of videos - instead of user behaviors or websites.
L'Atelier: What is “video-centric” targeting?
Stéphane Bonjean: Traditional targeting methods for video advertising are what we call “site-centric” or “user-centric.” A “site-centric” targeting focuses on the website of the video, while the “user-centric” method focuses on a user’s behavior, using cookies. On the contrary, “video-centric” targeting - also called viewer-centric - looks specifically at the content of the video. Today, everyone knows how to analyze a web page, but video content remains very opaque for the advertising world. It consists in extracting information that allows determine the content of a video, and then sorting videos by category and keywords. Advertisers can then buy this information, and improve the efficiency of their video targeting.
L'Atelier: Is this method more relevant than traditional methods?
Stéphane Bonjean: I wouldn’t say other methods are irrelevant, but video-centric targeting is more efficient. It is based on the simple idea that if a person is watching a video about gardening, this person is probably interested in gardening, and will therefore be a relevant target for an advertiser that is in the gardening field. A food advertiser can specifically ask for its ad to appear in YouTube cooking videos, or more specifically, on YouTube videos that focus on chocolate mousse, for instance. The idea is to push the right ad to the right content, and therefore to the right consumer.
Bruno Champion: This technique is also very useful for “brand safety” - making sure that a video does correspond to the advertisers’ brand image. Sometimes, a website is relevant to to the advertiser’s specialty, but the video itself doesn’t really correspond to the brands’ image of values. Video-centric targeting can be used to ensure that all the videos in which an advertiser appears are true to its brand.
L'Atelier: How exactly do you determine the content of a video?
Bruno Champion: DynAdmic analyses the audio track of a video. Think of it as a Shazam for video advertising. The technology extracts the audio track of a video, and segments it in order to separate spoken words, music, background sounds... Then we apply different processes to each segment: we to “speech to text” to transcribe the speech into text, and we also evaluate the atmosphere of a video - are there screams? Children? Is it a violent video? Is it in a stadium? Then we compile this information to identify the general meaning of the video, and from there we put it into a specific marketing category, and tag it with keywords for ad networks.