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Why sentiment analysis is providing the other half of the targeted Advertising story

The advertising landscape has never been so diverse. From traditional printed media and TV, through to more targeted advertising on mobile and tablet devices and increasingly social media is forming an important part of the mix. Targeting the potential customer with specific products and services is now crucial, the likes of Sky’s AdSmart Technology will make this approach the norm, across media channels not previously thought able to deliver such targeting.

Business woman looking at tv

This is certainly a further step in the general trend of a much more intelligent approach to advertising. There’s little point in sending out costly messages in any form unless there is measurable return. Targeted advertising is all about effectiveness and ROI. Reaching the people most likely to be interested in the product being promoted (and most likely to post positive sentiments about it). Something certainly not new to Internet based advertising.

Whilst targeting technologies can measure the effectiveness of a campaign in terms of impressions, click-throughs etc, what they do not address is the relevance of the campaign against the current and future trends in any specific market. They are in effect reactive not proactive.

Tracking brand sentiment is now key. It’s not only important to recognize a brand’s increased exposure on the media mix but also the context or sentiment attached to the exposure. Such sentiment analysis can not only measure the effectiveness of a particular campaign but also aid in planning future campaigns.

BCi Digital is a leading broadcast technology company with a great deal of experience in this area. We are working on solutions that track product and brand exposure across the entire media mix and have systems that analyse the context against which messages are delivered. This broad view helps assess the success of specific campaigns and provides insights into planning future campaigns.

In short,

  • Wouldn’t it be good to see exactly when and where your product is mentioned? Covering all digital media, from both TV and Internet, from movies, to tweets. And be sure you’re covering the majority of your target market.
  • Wouldn’t it be good to see what your competitors are doing? How much advertising are they doing across all media?
  • Wouldn’t it be good to identify the main influencers and find out what they’re saying about your product?
  • Wouldn’t it be good to get a clear view as to the sentiment associated with your product as well as your competitors’?

Mark Massel – BCi digital

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