Online media company BuzzLogic today upgrades its brand-advertising customers to the next release of its system for delivering ads to audiences who are emotionally primed to receive them. (BuzzLogic, which The Semantic Web Blog first covered here, earlier this year also raised $7.8 million in Series C funding.) With its new Spectrum platform, the company says it is providing an end-to-end system for page-level, real-time delivery of emotive-based ads with performance analytics tied to campaign relevancy goals rather than just generic measurements.
“Our application of cognitive analysis derives from our assumption that pages never have absolute but only relative value,” says CEO Dave Hills.
Directly competitive brands in the hybrid car space, for instance, might be running at campaign at the same time. But, based on their respective campaign goals, the same page – perhaps one hosting content addressing vehicle efficiency issues – may be right for displaying one car maker’s ad but not be appropriate for the other’s campaign. BuzzLogic has 1.5 billion documents in its index which it can play topical or other scenarios against as part of crafting advertising campaigns, and it can derive from its proprietary technology and data an understanding of web pages’ content-authoritativeness and the influential context of that content. According to CTO John Donahue, factors such as content density and links and references to particular pages drive those ratings.
“The proprietary nature of our technology and high-value data means we can do all we talk about without user cookies. When we understand a page at a deep and fundamental level, we know we deliver an audience at the right moment in time that that audience is receptive,” says Hills.
It’s important to deliver a closed-loop system that goes from creating the strategy for brands, to activating it in real-time, to including holistic digital engagement measures to continually improve on the strategy, says Donahue, formerly global director of client solutions for Omnicom Media Group. The new Spectrum platform accommodates that, starting from the points of research planning by topic, use cases or other content parameters, and content target-building, which draws on cognitive analytics and the ability to associate entities to layer in consumer mindsets for the campaign. “What are the mindsets you want to seek to build emotional context,” he says. “For a hybrid car it’s about information, about seeking expert advice or reviews” on automotive subjects, and aligning that to relevant concepts and search terms such as technology focus or innovation.
Other features in the Spectrum toolset are designed to make sure that matches from its buyable index of brand-safe content are relevant to initial queries and support brand goals. It’s about, Donohue notes, leveraging “relevancy optimzation to understand what mindsets really worked for consumers, what topical relevance drove engagement with your ad units. The focus is on driving value thru analytics.”
One feature that the company says sets Spectrum apart is that it relevantly extends the boundaries of an ad agency’s briefing document. For instance, the brief for the hybrid car may indicate that the audience tends to be people interested in green initiatives. “Most online marketing services companies would look for green content inside automotive, then,” says Hills. “And they’d stop there because of their taxonomic approaches where the page has absolute not relative value. But our system could tease out the fact that you should also run the car ad on [pages with] solar panel content. There’s that emotional connection to be made with those people.”
Online advertising is generally growing at between 20 and 30 percent a year, Hills says, while advertising overall grows at something between 2 and 3 percent yearly. “One reason we think the time is right for a solution like this is that brands themselves are asking how to make an emotional connection with consumers in a market where fragmentation is dizzying,” he says. “You as the consumer are in control. It’s not TV anymore where you funnel millions of people into a 2-minute spot break. And the fact is that brands realize they need to convince folks their product will make them feel good or achieve whatever the critical brand tenets are, and they realize they have to do that online.”
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