2 min. reading

Unlocking the Hidden Potential of Sentiment Analysis in Programmatic Marketing

What is actually sentiment analysis? Nowadays, we are increasingly confronted with a variety of solutions to replace cookies as soon as possible.

Unlocking the Hidden Potential of Sentiment Analysis in Programmatic Marketing
Source: Depositphotos

What is actually sentiment analysis? Nowadays, we are increasingly confronted with a variety of solutions to replace cookies as soon as possible. Sentiment analysis and the predictive insights provides an interesting tool to optimise campaigns from within and without the need for cookies.

People often respond to ads intermittently – but that doesn’t mean they don’t see them. Perception is hard to measure and even harder to optimise. Building the right targeting for a campaign based on campaign results alone is not only costly, but often time-consuming, as you need to collect a large and representative sample to make the right decisions.

Sentiment analysis collects data much more quickly, allowing for faster optimisation and providing more detailed data on the performance of the creative across the ad space.

Source: Depositphotos

So what is it?

We live in an age of social networks that have taught people to react to content. Consciously or unconsciously, positively or negatively. As a result, the willingness to rate content in some way is outpacing the rate at which people are willing to interact with advertising. Adding reaction icons (emojis) into creatives can therefore help identify the emotions, attitudes and moods of the target audience.

User response to responsive icons can vary depending on a number of factors, including context and design. In general, they encourage user to engage by providing a very simple, fast, visually intuitive and, most importantly, very familiar way to provide feedback. This ultimately leads to high response rates.

The analysis uses machine learning techniques and combines data from people’s responses to the ad with behavioural data from people who see the ad, such as tracking how long the ad is displayed in the visible part of the page, whether the person returned to it or how much time they spent looking at it.

Source: Depositphotos

It is always important to ensure that the data collected for analysis is validated and cleansed from any spurious signals that could affect the credibility of the resulting model. Consistent measurement allows knowledge to be shared across campaigns and enables more comprehensive analysis.

In addition, sentiment analysis can also help marketers, designers or product managers improve the content, wording or functionality of ads to resonate with the best targeted audience.

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