Interviews, insight & analysis on digital media & marketing

Levelling up contextual targeting with sector modelling, sentiment and emotion

By Artiom Enkov, Head of Insights & Analytics, Nano Interactive

At Nano Interactive, we sit on a vast intent dataset. Our team’s speciality is to delve deep into it and provide bespoke insights to our clients. Most often, this then translates to bespoke targeting to drive success for their campaigns.

We see over 1.5 billion live intent signals per day – to make sense of that huge mass of data, we create a so-called intent map for each vertical, which we call Sector Modelling.

What is Sector Modelling?

At high level, Nano’s Sector Modelling process consists of three steps:

Firstly, we mine all intents within the landscape for a specific sector. In this case, let’s take the example of the automotive sector.

Then, we deep dive into this broad data set and use natural language processing (NLP) techniques to understand which entities are most important within it. This could be brand, person, place, events, product or any number of other variables and sub-intents. A major benefit of this is that we can also understand intent at various levels – so for automotive it could be by manufacturer, or by model group, by engine type or even car colour and parts.

Finally, we move into the machine learning aspect, where we train our algorithm to better understand each entity and category within that vertical. For instance, for the Volkswagen manufacturer this means we can then target all VW-related content, live in the moment, without reliance on keywords. And what’s more, whenever a new VW car model is eventually released in 6-12months time, we can also target that content. We don’t need to update our keyword list as the vector-based understanding is in place to understand that the new model closely relates to the VW manufacturer.

From an advertiser perspective, Sector Modelling gives so much flexibility and so many targeting customisation options that it is pretty much unrecognisable when compared to traditional keyword-based contextual targeting.

How does Sentiment and Emotion play a part?

Sentiment and emotion targeting are still somewhat under-explored areas in the media landscape. For our part, we have been testing sentiment and emotion metrics for quite some time now. In simple terms, our NLP technology understands whether an article happens to be negative, neutral or positive on a topic in nature – which we can then target according to.

What is interesting is that for some competitor conquesting campaigns we have found that negative content drives a better clickthrough rate. In fact, this would seem to contradict some widely practised approaches across the industry right now.

We are also excited about the possibility of being able to analyse campaign performance by emotion, so we can help brands better align with content displaying a particular emotional state.

If I could give any advice to advertisers, in no doubt very over-simplified terms, I would suggest reaching out to our Insights Consultancy team with their next challenging brief to learn how Nano can help with a bespoke Sector-Modelling-powered activation strategy.

Interviews

More posts from ->

Related articles

Technology

Realising the utopian vision for smart cities

With smart cities promising to deliver the modern utopian dream, architects need to address the tangible challenges of the technology involved. There are a number of key areas that need exploring as architects, city planners, and government officials plan the next phases of smart city evolution.

Retail

The NDA Roundtable: Metro Bank, The FT, Betsson Group, CvE, THG & Ribble Cycles on aligning marketing and tech

Chaired by NDA’s editor Justin Pearse, the roundtable featured Matthew Lawson, Chief Digital Officer at Ribble Cycles; Peter Barr Watson, Chief Technical Officer and Director of Digital at The Spectator; Rob Webster, VP of Strategy at CvE;  Ulrich Gilot, Head of Media for Global Marketing at Betsson Group; Jim Meadows, Director of Influencer, Media and Partnerships at THG; Katrina Broster, Marketing Performance and Technology Director at the Financial Times; and Cat Daniel, Growth Marketing Director at Monzo Bank.