Everybody loves a good time. But how do you get consumers to spend their discretionary income on your particular entertainment?


This post is part of our #AdContext Matters series. 

By making sure you reach consumers in the right context—and that’s where Peer39 can help. Here are three ways that entertainment companies can use Peer39’s contextual targeting to connect with their consumers at just the right place and time:

1. Use the calendar—reach people searching for holiday ideas.  Most advertisers, including those in the media and entertainment industry, use the ordinary calendar to help guide their marketing.  For example, leading up to Christmas, you can expect everyone to be promoting their products or services as the perfect gift.  Right before school comes back in session, there will be a mad scramble to capture a piece of the money being spent on new school clothes and supplies.  And when it’s October, Halloween decorations and costumes take precedence. These are all opportunities to promote appropriate movie and TV shows, whether they be premieres, themed episodes, or other special events.

Think about it this way – suppose during the month of June, a user in the United States reads an article about things to do on Father’s Day.Then they see an ad for a movie premiering that weekend.This user is much more likely to buy tickets than, say, if he/she were reading about how to cook gluten-free pancakes and that same ad came up. Movie premiere v. gluten-free pancakes for Dad—guess which one likely wins?

Peer39 provides a wide range of seasonal targeting categories, including Christmas, New Year’s, Black Friday, and more, so you can optimize your contextual reach during the various seasons.

2. Target “entertainment” across all site sections: Entertainment content goes well beyond just the section of a site titled “entertainment.”  For example, take a look at these articles related to Matt Damon found within the leadership, lifestyle, politics, health, and even tech sections of different websites and magazines—these links show that Matt certainly appeals beyond the first place where you’d expect him. 

Using the Peer39 Entertainment taxonomy, you don’t have to worry how news editors tagged their pages.You can either target the entire Arts & Entertainment category, or you can drill down to subtopics, such as Awards Shows, Movies & Videos, and Celebrities.Promote a film or show starring the same actor the user is reading about.Encourage a user reading about the Academy Awards to see your Oscar-nominated movie before the live event. Whatever the topic, you can use the context of the environment to reach interested users with a more relevant message.

3. Get strategic with brand safety:  As much as possible, you want to be associated with positive news and avoid negative news, right?  Subjects like celebrities and awards shows might entice a user to engage with a related entertainment ad, but articles about crime, natural disasters, or terrorism can turn off users’ appetite for entertainment.  Advertisers seeking to navigate this phenomenon can simply incorporate brand safety categories into their routine buying strategy. Start with Peer39 > Safe from Mature and Peer39 > Safe from Negative News and keep your entertainment properties safe from bad news runoff.

Context matters, especially when you want people to part with discretionary income. Entertainment brands can use Peer39’s tools to help make sure they reach the right users at the right time—find out more by contacting us here.

Additional #AdContext Matters pieces:

Zach Schapira