Can you give an example for this "sentiment analysis"? What role does the sentiment of the content play?
There are many negative examples that illustrate the role of sentiment: A classic example is car brands that advertise on a page that is currently reporting on traffic jams or pile-ups. This is about cars, but in a very negative context.
To illustrate the principle positively with an extreme example: Let's say you want to advertise your cosmetics. Most contextual providers would not place you on a page where the word "killer" appears. But it actually says, "The Kardashians' new killer outfit." There's no better moment to reach users who are receptive to beauty products. This is exactly the content where the beauty brand wants to be present, this is where it meets the mindset of the consumer, where the best possible attention is generated for the advertising medium.
Our goal is to play out the right advertising to the right users at the right time. To achieve this, analyzing the sentiment of content is extremely important. Our Media Rating Council accreditation says: We can also keep this promise – and not only for the evaluation of contextual information such as text, images, audio and video, but since a few weeks also in the area of CTV (Connected TV or Smart TV).
What experiences do your clients have with contextual advertising?
There is an absolute advertising overload on the Internet. But if you use the right technology, you're the only advertiser who's relevant on this page with this content. And we can observe and measure this increased relevance. There are independent studies that have used our technology and found: Brand recall can be up to 70 percent stronger if the ad was played in the right context.
We have also found that "attention time" – the amount of time people spend paying attention to advertising – is 7.9 times higher with contextual advertising than on an ad that was not contextually integrated.
Figures from various shopping platforms also show that the shopping carts generated by contextual advertisements are significantly larger than those of users who come from other advertising media.