How to Implement Contextual Targeting in YouTube & CTV

Contextual targeting in Connected TV (CTV) campaigns matches ads to what viewers are watching, without relying on personal data. Here’s how to do it:

1. Set clear campaign goals (e.g., boost brand awareness, increase sales)
2. Choose an ad platform (options: The Trade Desk, Amazon DSP, Google DV360, Filament)
3. Use content analysis to categorize shows and videos
4. Curate inventory based on content relevance
5. Place ads next to related content
6. Monitor key metrics (impressions, completion rates, cost per completed view)
7. A/B test different ad elements (creative, call-to-action, targeting)
8. Adjust your strategy based on performance data

Benefits:

• Privacy-friendly
• Increased ad relevance
• Wider audience reach
• Brand safety

Remember: Mix AI insights with human judgment for best results.

Related video from YouTube: CIMM Summit: How Video-level Contextual Targeting Drives Full-funnel Results for CTV Advertisers

Setting Up Your CTV Campaign

Let’s get your Connected TV (CTV) campaign rolling. Here’s how to lay the groundwork for killer contextual targeting.

Setting Campaign Goals

First things first: nail down your objectives. Clear goals = better strategy. Think about:

• Brand awareness 
• Website traffic 
• Sales / leads
• App downloads

Don’t be vague. Instead of “more sales”, set specific goals and targets for metrics like Lift, Traffic, CPA, or Revenue.

Finding Your Target Viewers

Who’s your ideal audience? Here’s how to find them:

1. Research media consumption and interests

We recommend tools like MRI, Scarborough, or ComScore to understand your target audience. Where they spend time, what their interests are, and how they see the world.

2. Identify Situational and Intent contexts

There are different types of contextual targeting – think about contexts that are situational, show intent, or align with brand value. 

3. Pick your ad platforms

Did you know that YouTube accounts for 10% of all video streaming? Amazon has the best purchase data, Hulu has big shows. You get it – there are lots of places to buy, decide where is most important.

Picking Content Types

Choose the right content categories and you’re golden. Here’s the scoop:

• Match viewer interests: Put your ads where your audience hangs out.
• Tap into emotions: Wurl says it best: “Emotional congruence between ad content and viewing context boosts ad effectiveness.” Big time.
• Test & Learn: Try different content types regularly, sometimes what works will be surprising

Picture this: Expedia targets travel shows. Their ads pop up right when viewers are dreaming of their next trip. 

Technical Setup Steps

Let’s dive into the nuts and bolts of setting up your CTV campaign. Here’s how to get your contextual targeting off the ground.

Choosing Your Platform

Picking the right CTV ad platform is key. Here’s what to look for:

1. Audience Reach

Match the platform to your target viewers. 

2. Targeting Capabilities

Check how well the platform can slice and dice audiences. Filament, for example, offers the best targeting of content on YouTube, backed by a human verified brand safety guarantee.

3. Ad Format Flexibility

Make sure the platform can handle the ad types you want to run. Use a combination of 30s and 15s for awareness, and shorter units like 6s for frequency.

4. Analytics and Reporting

Good data is gold. Platforms like StackAdapt use AI to fine-tune campaigns and serve up detailed performance stats.

Setting Up Data and Content Groups

Getting your data and content ducks in a row is crucial. Here’s how:

1. Content Categorization

Use tools to sort your content. Filament’s tech, for instance, mixes machine smarts with human checks to group content accurately.

2. Emotional Mapping

Tools like Hotspex Media‘s Reticle AI let you pick emotional traits for your campaigns. It’s helped clients boost ad recall by 21% and attention by 20% on average.

3. Brand Safety Checks

Team up with brand safety pros. Filament for YouTube, and Cheq, for example, vets URLs to make sure your ads show up in the right places.

Making Your Campaign Work Better

You’ve set up your CTV campaign with contextual targeting. Now it’s time to fine-tune it. Let’s look at how to monitor and improve your ads as they run.

Checking Results in Real Time

Keep a close eye on your campaign’s performance:

Use the analytics tools from your CTV ad tech partners. They’ll show you key metrics like impressions, reach, and completion rates.

Focus on metrics that match your goals. For brand awareness, look at reach and frequency. For conversions, check click-through rates and post-view actions.

Track across devices. CTV viewers often use multiple screens. See how your CTV ads affect actions on other devices.

Break down your data by audience segments. This helps you spot which groups respond best to your ads.

Here are some key metrics to watch:

Metric	What It Shows	Why It Matters
Completion Rate	% of viewers who watched your whole ad	Shows if your ad engages viewers
Cost Per Completed View	What you pay for each full ad view	Helps you check campaign efficiency
Brand Lift	Increase in brand awareness or liking	Measures overall campaign impact

Keep measuring as you go. As the Pathlabs Team says:

“Effective CTV ad measurement is key for optimizing performance and driving results.”

Testing What Works Best

A/B testing helps you fine-tune your CTV campaign. Here’s how:

Change one thing at a time. It could be your ad creative, call-to-action, or targeting. This helps you see what’s making things better.

Give your tests enough time. For most CTV campaigns, that’s at least a few weeks.

Write everything down. Keep track of what you changed, the results, and what you learned. This helps with future campaigns.

MNTN, a performance TV platform, says:

“If you don’t test aspects of your ad strategy, you’re open to making the wrong decisions.”

Try testing these parts of your CTV ads:

• Voice-over styles: Different tones or genders
• Visual styles: Color schemes, pacing, or animation vs. live-action
• Call-to-action (CTA): Phrases like “Learn More”, “Shop Now”, or “Get Started”
• Ad length: 15-second spots vs. 30-second ones

By testing and tweaking, you’re not just making current campaigns better. You’re learning for future success. Simulmedia puts it well:

“By constantly testing and learning, you’ll be able to make data-driven decisions and improve the performance of your CTV ad campaigns over time.”

Measuring Results

Tracking your CTV contextual targeting campaign’s success is key. Let’s look at the important metrics and how to evaluate your campaign’s performance.

Key Success Metrics

Focus on these metrics to understand your CTV campaign’s performance:

1. Impressions: How many times your ad was shown.
2. Video Completion Rate (VCR): Percentage of viewers who watched your entire ad.
3. Cost Per Completed View (CPCV): What you’re paying for each full ad view.
4. Unique Device Breakdown: Which devices your audience uses to watch your content.
5. View-Through Conversions: People who took action after seeing your ad, even if they didn’t click right away.

Joel Cox from Strategus says:

“Insight into the entire buyer’s journey is key to quantifying ROI and driving better results.”

Consider using multi-touch attribution to connect ad exposure to conversions, giving you a clearer picture of your ad’s impact.

Comparing Results and Cost

Here’s how to put your data in context:

1. Benchmark Against Industry Standards

Compare your metrics to industry averages to see how you stack up.

2. Calculate Return on Ad Spend (ROAS)

Measure revenue earned for each ad dollar spent to understand your campaign’s overall effectiveness.

3. Analyze Cost-Effectiveness

Look at your CPCV in relation to conversion rates to determine if you’re getting good value.

4. Conduct a Brand Lift Study

Measure changes in consumer sentiment and brand affinity among those who saw your CTV campaign.

FreeWheel, a CTV advertising platform, advises:

“By collecting your results and comparing them against your business goals, you’ll be able to find ways to optimize your CTV campaign for maximum performance.”

CTV advertising measurement can be tricky. Focus on the metrics that align with your campaign goals. Some might be more relevant to your specific objectives than others.

CTV Platform Comparison

Picking the right platform for contextual targeting in CTV campaigns can make or break your strategy. Let’s dive into some top CTV platforms to help you choose.

The Trade Desk

The Trade Desk is a powerhouse for data management and bidding algorithms. It connects you to over 20 premium CTV partners, giving you a wide reach. Here’s what it brings to the table:

• Smart targeting using data
• Measures how many new viewers you’re reaching
• Uses AI to make your campaigns better on the fly

The coolest part? Its AI tweaks your campaign in real-time. That means your performance could keep getting better as you go.

Amazon DSP

Amazon DSP taps into its massive e-commerce data for razor-sharp targeting. You get:

• Amazon’s own customer data (that’s gold!)
• Top-notch inventory across Amazon’s world
• Cool tools to make your ads pop

The big win here? Amazon knows what people buy. That means you can target your ads like a sniper.

Google DV360

Google’s Display & Video 360 (DV360) plays nice with other Google tools. It offers:

• Access to the 50 most-watched ad-supported CTV apps in the US
• Reaches 80% of all US households with CTV
• Hooks up with Google Analytics for deep-dive reporting

If you’re already using Google’s ad tools, DV360 could make your life a whole lot easier.

Filament

Filament is all about smart contextual targeting for YouTube and CTV. We offer:

• Humans double-checking content classification
• A promise your brand stays safe
• Expert help with your media strategy

Our secret sauce? We mix smart tech with human smarts. This could mean more accurate targeting and safer ad placement.

Platform Showdown

Platform	Superpower	Targeting Trick	What You Can Reach	Number Crunching
The Trade Desk	AI that learns on the job	Smart data use	20+ top partners	Full package
Amazon DSP	Insider customer info	Targets based on what people buy	All things Amazon	Detailed reports
Google DV360	Plays well with Google tools	Works across channels	Top 50 CTV apps	Google Analytics
Filament	Human-checked content	Smart context targeting	YouTube and CTV focus	Not specified

Choosing your platform? Think about what you want to achieve, who you’re trying to reach, and what tools you’re already using. The Trade Desk might be your go-to for AI smarts, while Amazon DSP could be perfect if you’re selling stuff. Google DV360 is great if you’re already in the Google universe, and Filament shines when you want to be extra sure about where your ads show up.

Next Steps

You’ve learned about contextual targeting in CTV campaigns. Now it’s time to put that knowledge into action. Here’s what to do:

Set Clear Goals

Don’t settle for vague targets. Instead, aim for specific, measurable objectives. For example:

• “Boost brand awareness by 15% among 25-34 year-olds in Q3”
• “Drive 20% more website visits from CTV viewers within 30 days”

Know Your Audience

Dig deep into your viewers’ preferences and behaviors. Use website pixels to gather real data about who your audience is and what they buy.

“Imagine a pet care franchise was looking for pet owners in the area. Retail data could be used to locate those individuals based on recent dog food purchases.” – Joel Cox, Strategus

Create Compelling Ads

CTV ads appear on the biggest screen in the house. Make them count. Create visually engaging content that speaks to your audience.

“30-second ads are optimal for driving conversions and yield a 24% better conversion performance compared to the overall average CVR.” – MNTN

Target Smartly

Mix contextual and data-driven targeting. Use keywords to spot buyer intent and find new market opportunities. Some tech, like Filament’s, uses tech and human checks to classify content accurately.

Watch and Improve

Keep an eye on key metrics:

• Completion rates
• Cost per completed view (CPCV)
• Post view conversions

Use this data to fine-tune your targeting and creative strategy.

“OTT/CTV advertising is a powerful way to reach potential customers, but it’s important to have a well-thought-out plan to get the most out of your campaigns.” – JamLoop team

Stay Flexible

The CTV world changes fast. Be ready to switch things up based on how your ads perform and what’s new in the industry. Try refreshing your ads or targeting different audience segments every few months to keep things fresh.