Contextual targeting by viewed content gains traction in pharma and youth campaigns

Key points

• Good Apple's eye-care client used Silverpush contextual targeting to reach older users via related content they watched.
• The eye-care brand reportedly saw a 3X lift in brand lift above its benchmark after adding the contextual layer.
• Kids Help Phone's self-harm campaign appeared when people searched self-harm on YouTube, as Canada bars under-18 age targeting.
• Epitaph Group's Scott Stewart says longer engagement and completion rates strongly correlate with downstream results.

Why it matters for marketers: Teams can target by viewed content rather than demographics, but measurement tied to downstream results is still being worked out.