Peer39 Provides the Number One Check List for Advertisers: Don’t Go Into the Boardroom Without It
As our love for all things gossip and shocking make front page news, Peer39, the leading online semantic advertising company, is reminding advertisers to take a closer look at how their dwindling budgets are spent on online ad targeting. Imagine you’re an advertiser for tires who has always placed ads next to Toyota – then the recall is announced and your ad is still sitting there…untouched. Bear in mind, a brand is affected not only by what it produces, but the content with which it’s associated.
Issuing a brand health check list that no advertiser should be without, Peer39 brings up questions to consider regarding brand protection and ethical targeting to promote success.
• Is your brand protected from appearing next to objectionable or undesirable content? Understanding content that indicates unwanted risk for advertisers is a crucial component for ad targeting. Semantic systems can be automatically set to recognize content that is undesirable, or phrases in text that are associated with negative events, which may reflect poorly on a brand. These instant capabilities can mean the difference between brand safety and risk.
• In the last two weeks, have you checked that your targeting keywords are not being compromised with scandal? News regarding Toyota and Tiger Woods continues to effect online content on a regular basis. They’re not the first and they certainly won’t be the last to cause a stir. Unlike other technologies, semantic targeting protects against changes in sentiment, which otherwise would not be achieved by simply monitoring specific keywords. Without screening for such changes in content meaning, you’re bound to discredit the reputation of your brand.
• Are you only using keywords to target ads? Or are you using targeting tactics that can possibly infringe on consumer privacy? With Congress and the FTC up in arms regarding cookies and privacy control, consumers will not look favorably on “Big Brother.” While some technologies thrive on cookie use, as it allows them to watch consumers’ every click, the next-generation of semantic technology gets the job done and guarantees sincere privacy.
• Do you have the visibility to check where your ads run and how they perform in different environments? How can you be successful if you can’t evaluate your progress? A bad performance is guaranteed to repeat itself unless you’re using an ad targeting technology that provides that visibility.
• Does your targeting service use real time semantic analysis to target your ads? 80 percent of content is consumed within the first 48 hours. If you’re not using real time semantics, you’re severely missing the boat.
Quote from Amiad Solomon, CEO and Founder, Peer39