Color Takeover' Campaign
Pinterest是一个图片社交平台，堪称图片版的Twitter，用户可以发表自己的pins也可以转发自己喜欢的图片。Pinterest采用的是瀑布流的形式展现图片内容，无需用户翻页，新的图片不断自动加载在页面底端。
In a first-of-its-kind activation, Pinterest has partnered with Jameson on what it’s calling a ‘color takeover’, which will see Jameson’s new ‘Orange’ whiskey product show up at the top of searches for orange-related queries in the app. An explained by Pinterest, “There are 16M+ searches for the word “orange” annually on Pinterest, and citrus flavor profiles, particularly orange, are high appeal amongst spirits drinkers.”
Pinterest 首次与 Jameson 合作，在应用程序中建立了“颜色接管”功能，当人们在该软件中搜索“orange”时， Jameson 的橙色威士忌新品将出现在查询结果的顶部。对于这次新颖的合作，Pinterest解释道：“在 Pinterest 上对“orange”一词的年搜索量超过 1600 万次。柑橘风味，尤其是橙子，对烈酒饮用者有很高的吸引力。”
Pinterest does say that the campaign will ‘reach Pinners through unique contextual environments and occasions’, so maybe there is some more specific targeting at play. And it does look good to have the orange ad among other orange Pins. I’m just not sure it’s going to drive significant click through rates – but the results will tell the tale.
Pinterest表示该活动将“通过独特的文本环境和场合触达 Pinners（Pinterest用户）”，所以也许有一些未知的特定元素在起作用。在其他橙色 的Pin 图中加入橙色广告是一个不错的尝试，只是目前不确定它的点击率如何，效果有待观察。
This campaign gives the brand a way to leverage contextual targeting instead of demographic targeting. Experimenting with contextual targeting as a tactic for reaching digital users who may be interested in a brand's message has become more important with the deprecation of third-party cookies looming, a primary way that brands have targeted people online but which is losing favor in the face of growing privacy concerns.
这次的活动为品牌提供了一种利用相关内容定向而不是受众特征定向的方法进行推广。在过去，品牌方通过第三方cookie来定位受众，但是由于这种方法涉及隐私问题，被弃用的可能性很大，因此新的策略产生了：尝试使用内容相关定向来吸引可能对品牌信息感兴趣的数字用户。
What is Contextual Targeting？
Contextual targeting allows advertisers to display relevant ads based on the website’s content rather than using the data about the visitor. The idea is not completely new; before the advent of the Internet, contextual targeting was widely used in magazine and newspaper ads. While putting such an ad in print required careful editorial consideration and a lot of manual work of the design team, contextual targeting is fully automated today—it’s all about algorithms and scripts.
根据“内容定向”，广告商可以根据网站本身的内容推送相关广告，而不是基于访问者的个人数据隐私来推送广告。这种做法并不新鲜，在互联网出现之前的印刷时代，报纸杂志大多采用“内容定向”来投放广告。过去将这样的广告投放需要大量的手动工作，但如今的“内容定向”广告完全基于算法运行。
Why Is Contextual Targeting Gaining Popularity
Methods which heavily rely on user data, like personalized advertising and retargeting, may soon have a hard time due to the GDPR. Advertisers will have to obtain consent from users to collect and use their personal data, but as research has shown, it’s likely only a minority of users will actually consent.
由于《通用数据保护条例》的颁布，严重依赖用户数据的方法（例如个性化广告和重定向）面临困难。条例规定广告商必须征得用户同意才能收集和使用他们的个人数据，但研究表明，只有少数用户会同意。
With heavy reliance on personal data came bigger awareness of how advertisers were collecting and using this data and reluctance of users to online ads, which resulted in the rise of ad blockers. So, contextual ad targeting gains popularity again—methods immune to the GDPR changes, and almost just as effective.
由于广告投放对个人数据的严重依赖，用户们逐渐意识到广告商是如何收集和利用这些数据来推送个性化广告，并对于线上广告产生了抵触心理，越来越多的广告拦截器应运而生。因此，相关内容定向广告再次得到青睐——这个方法不受 《通用数据保护条例》的影响，而且几乎同样有效。
Words
· citrus adj. 柑橘属植物的
In only one of these last eleven years was the weather unfavorable for growing citrus crops.
在过去的11年里，只有一年的天气不利于柑橘作物的生长。
· décor n. 装饰，布置
The decor is tasteful and restrained.
该装饰有品位且不花哨。
· leverage n. 影响力，手段
His position as mayor gives him leverage to get things done.
他的市长身份使他有能力办成一些事情。
原文链接：
https://www.socialmediatoday.com/news/pinterest-hosts-first-color-takeover-campaign-which-matches-products-wit/622347/
https://www.marketingdive.com/news/jameson-whiskey-pinterest-orange/622241/
https://clearcode.cc/blog/contextual-targeting
编译｜黄培莹 陈诺 王雅菁
排版｜王雅菁
