Contextual targeting in streaming TV is gaining momentum for a simple reason: it works. In this episode of In Context, Wurl’s Tori Owens sits down with Marika Roque, Chief Innovation Officer at KERV.ai, who explains that what’s really driving excitement around contextual in CTV today is performance. “When context is associated to a buy, the performance is higher,” she says.
Still, opportunity remains around how to best execute contextual campaigns in CTV. As Roque explains, “I think that one of the biggest misconceptions is that the same creative should be used regardless of the moment.” While buyers are increasingly activating contextual segments, few are dynamically aligning creative to the contextual moment. “We really need more lean in across brands and advertisers to understand that when the creative is changing based on the contextual moment, that the performance is higher.”
The results only reinforce the opportunity. Comparing engagement with standard CTV creatives to asset-level contextual targeting, Roque says KERV.ai has seen massive increases in performance – well over 200%.
Looking ahead, Roque believes the next evolution of contextual in CTV hinges on interoperability – particularly on the creative side. As interactive and commerce-driven experiences grow, consistency across platforms will become essential. “We need some sort of interoperability for the actual viewer. If we’re going to call to action, being able to add to cart from the TV, being able to connect commerce into it, that’s going to be a requirement.”
In Context is a Wurl original video series featuring short-form conversations with industry leaders exploring the impact of contextual targeting in CTV. Each episode dives into how emerging technologies are helping advertisers unlock smarter creative strategies, improve performance, and drive better outcomes on the biggest screen in the home.
Read the blog and watch the full interview on Wurl.