June 30, 2015
Does Your Data Have the Devil in the Detail?

Does Your Data Have the Devil in the Detail?

iMEDIA CONNECTION – The big data explosion created a flood of information for marketers to analyse and the tide shows no signs of abating. By 2020, it is estimated that the amount of data in existence will have multiplied by ten, reaching 44 trillion gigabytes.

Yet not all data is created equal. According to the IDC, only 22% of data provides real value once analysed. Though such odds make mining true insight seem like an impossible task, publishers, content providers, and brands already have the most relevant data at their fingertips – a combination of contextual and consumers’ first-party data.

To compete in the global marketplace, it is vital to leverage the potential of data created by consumer activity. Audience interests are reflected in the content they choose to consume, which means an understanding of this content is key – the devil really is in the detail. Through page-level semantic analysis, publishers and advertisers can identify the detailed interests of a specific audience. It is this insight that enables an emotional and cognitive connection with audiences.

A true page-level understanding of content allows publishers, content providers, and brands to build detailed audience profiles to maximise consumer receptiveness to ads. A simple keyword approach is not enough. Mastering the science of audience profile-modelling – creating pre-defined profiles based on content affinities and semantic similarities – can only be achieved by examining three essential areas:

1. Every entity counts
Within content, there are a multitude of elements with the potential to impact audience relevancy and each one must be taken into consideration. From people and concepts, to brands and geography, understanding the page should begin with the collation of every element that can make an impact when the content is read. Using a keyword approach means that you cannot extract this level of understanding.

2. Above and beyond standard categorisation
Keywords allow brands and publishers to achieve a certain level of targeting, yet their ability to accurately match ads to content is limited. Inherent in this process is the risk that ads will be poorly matched or displayed alongside inappropriate content, jeopardising brand safety. Only by analysing the overall context can the correct meaning of words be identified to extract precise categories and avoid undesirable placements. Semantic technology not only enriches the IAB taxonomy with a larger, broader set of categories, it also supports the development of special categories that use all available data to create the optimal match.

Special categories can be developed to include topics, concepts, entities, and specific brand safety attributes, which can also be organised by industry vertical to better identify what is specifically relevant for that sector or product area. For example, pharmaceutical companies can ensure they target the right audience by differentiating between flu products for children and seniors. By incorporating special or vertical categories into ad planning, brands and publishers can improve the effectiveness of real-time bidding campaigns and extract the interests and propensities of a customer base.

3. Never underestimate emotion
Emotions have the power to create a strong connection between audience, brand, and product. Coherence between the emotional context of a campaign and the emotional message of a brand is therefore crucial to create a successful digital campaign with high brand recall. To achieve this, analysis must go deeper than the surface of the words and whether they are positive or negative.

Semantic technology takes a meticulous approach to investigate the emotional response elicited by content. Through the identification of specific feelings and behaviours, emotions can be leveraged to create advertising placements that capture the attention of the target audience and improve click through rates. For publishers, a semantic understanding of the emotion within their content can be used to generate greater revenue – pinpointing relevant associations and trends that will make inventory more valuable to brands.

Putting it all together
Delving deeper into contextual, first-party data reveals a wealth of hidden information that provides valuable insight into how audience members interact with content. Using this information, publishers can segment audience sections with greater accuracy and brands can deliver a more effective and targeted creative.

When contextual data and insight into audience interests are combined, they create an intricate map of consumer needs at each stage of the path to purchase. This gives brands and publishers the opportunity to optimise campaigns for each specific moment of interaction. This practice – known as working towards the ‘Zero Moment of Truth’ – increases momentum at each stage of the journey and vastly improves the chances that buyer intention will turn into full conversion.

With a semantic understanding of the entities, categories, and emotions within content – coupled with insight into audience interests – publishers can boost ad inventory monetisation, and brands can create a more powerful connection than ever before. Together, semantic and audience data help to master the devil in the detail, and create the optimal advertising environment.

From iMedia Connection