The Power of Relevance

Contextually relevant advertising makes intuitive sense, but does it work?

At ZEFR, we believe contextual targeting is the best way to target a consumer.  

We partnered with IPG Media Lab to prove its effectiveness.

Given the scale and scope of content on YouTube, and the opportunity to control context, the goal of this study was to understand the exact impact of running an ad across different content

We set out to answer three questions:

  • Does contextual targeting improve the consumer experience and influence key brand metrics?
  • Does the placement of contextually relevant content improve an ads performance?
  • What were the most effective forms of contextual targeting, if any?

What did we learn?

Follow this link to see our full report on The Power of Relevancy: