Better positioning of ads, product, brand. Ensuring brand safety. Through emotion.
Advertising in the right place
When you invest in advertising your product, you make sure that it reaches the audience as accurately as possible. Advertising is all about the emotions it evokes. Therefore, it should be accompanied by appropriate text, surroundings. Think of a text about the Mountains. It would fit trekking boots or the offer of a travel agency. But how to avoid a crisis in the form of an advertisement for a trip to the mountains in a text about a tourist accident? Or an ad for a computer game when making a statement about their harmfulness? After all, we all know examples of such stumbling blocks… Thanks to emotive positioning you will avoid such situations – your ad will not be in the wrong context, will not cause misunderstanding and will not arouse unnecessary emotions. On the contrary – emotive ad positioning will increase the effectiveness of your message. The New York Times, The Daily Beast or USA Today have already implemented a similar solution. With us you can be one of the first in Poland and significantly increase the effectiveness of your advertising message.
Case Study | Interia.pl
For Interia.pl, we have created the so-called Portal Emotions Map. To do this, we analyzed tens of thousands of published articles, measuring the level of emotions and arousal that a given content evokes in the reader. This data allowed us to identify sections on the portal that differ from each other in emotion. Such knowledge gives our client a unique approach to selling its advertising space in Poland. Depending on the advertiser’s needs, Interia is now able to identify those departments, or specific articles, where the commissioned advertisement will have the best possible effect, in terms of the reader’s emotional involvement. This absolutely innovative approach makes it possible for the first time to place advertising creations in the right emotional context, surrounded by the right emotion.
Offer
Our technologically advanced service is both simple to implement and transparently priced. You pay for the amount of analyzed text – your own posts in the case of portals, blogs, etc. or publicly available about a product, brand, service in the case of monitoring the effectiveness of content marketing campaigns. Contact us, we will be glad to answer your questions and present you
How it works
We analyze the emotions surrounding the ad and thus – the emotions of the ad recipient. We know what they will be, even before they see it. We offer tools that measure the emotional overtones of text, entire portals, blogs, social profiles. The result of emotion analysis is metadata easy to add to the description of the advertising space in programmatic advertising. Similarly, we analyze content marketing campaigns, before, during and after their broadcast, measuring their emotional reception. Our tools for measuring emotions and sentiment in Polish are probably the best on the market. To create them, we first conducted research with 22,000 people, and then trained neural networks to correctly recognize the tone of text – like humans, or more precisely, the average user of Polish.
Read more
If you need more details, write to us. We also invite you to visit our blog – there we show many examples of emotion analysis.
- We have written more extensively about our emotional ad positioning project on Interia.
- You should also watch our speech at the IAB Forum
- We recommend an interesting article on how the impact of emotion on the viewer of advertising is used in American text media.