Media Coverage Market Shares US vs France – Source TrustedOut – 10/01/19

What Media are covering the most.

In the US.

As of today and over the past 90 days, here are the top “covered” group classifications. This means the percentage of media in America covering the following group classification (like a countrywide newsstand shelf)

In bold are the differences above 5%. This means group classification that are more covered in the US vs France.

Top 3 Most topics covered are very different from France

US Media cover much more Entertainment & Leisure, Society and Education and, to a less degree, Sports, Lifestyle and Medecine & Health.

In France.

In bold are the differences above 5%. This means group classification that are more covered in France vs the US.

Greater coverage in Economy & Enterprise and Tech.

French Media cover much more in Economy & Enterprise and Tech which, both, are not even in the Top 10 US.

Largest Media Coverage differences.

As for above, we deliberately put a cliff at 5%.

Comparing Apple to Apple.

Tables above prove coverage between countries are very different, meaning feeding your intelligence tool and creating your whitelists based on random numbers of sources or media or articles will drive to unreliable, dangerous outcomes.

As demonstrated in this business case: Business Case #3. Country comparisons

Questions? Contact us!

 

 

Brand Safety: We could not agree more with Facebook.

From this article, “Facebook urges brands to define their safety tolerances“:

Facebook: Safe < Tolerable < Suitable.

Jon Steinback, Facebook’s director of product marketing for EMEA and global channels, spoke exclusively to WARC to provide more detail about the company’s attempts to create a safer environment for brands.

… Facebook has also introduced a three-tier model for identifying content that is safe, suitable and that brands would be prepared to tolerate. (For more, read the full article: Facebook on why advertisers must understand their own brand safety ‘tolerances’.)

TrustedOut: Safe < Suitable < Consistent

We totally agree with Facebook, and even farther, we believe the true goal for a brand is to be consistent, in July, we wrote:

Brand Consistency > Brand Safety + Brand Suitability

Facebook: “Safe” is the minimum

At the most basic level, Facebook promises to keep all brands “safe” from the most offensive material with its content “floor”, policed by its enforcement teams and technology.

We agree again. This is the basis level. Mostly made of keywords.

TrustedOut: Is “basic” enough for your brand?

Of course not.

Brand Safety, the most misleading proxy for quality that an advertiser can use.

Facebook: define their own “tolerances”, and create a media strategy

“… the social network is urging brands to define their own “tolerances”, and create a media strategy that is harmonious with campaign goals and business aims.”

Agreed. Of course. Keywords are not enough.

Mandatory need for brand values tolerances. And brand values are perceived. This can not be dealt with this keywords. Entering perceptions.

And perceptions made by humans are biased, not up to date and not universal on all matters. Must be done by a machine. A machine taught with myriads of  content… Here we are.

TrustedOut: Tolerance controlled via Whitelisting definition.

Here starts TrustedOut’s Corpus Intelligence.
Here starts the need to define the “tolerance” limits on what your brand can support.
Here starts the whitelisting definition, as large as tolerable by your brand for a campaign.

Facebook: Suitable. safety is not being in a situation that can be embarrassing.

“Then it also encourages advertisers to consider the kinds of content which one might not categorize as offensive, but which are likely to jar when appearing alongside a particular type of brand.

“For some people, safety is not being in a situation that can be embarrassing for them,” he said. “The important thing for us is that we provide the right level of controls and also that transparency is inherent in this.””

Bingo, This is where TrustedOut excels.

Let us manage, globally, per campaign, all your whitelists. Always updated. Always right.

TrustedOut: Here starts Brand Consistency.

Here starts the brand consistency. Make sure your brand is consistent everywhere, all the time.
Here starts the fine tuning of the alignment of your brand for a campaign, a product, a target and media publishers.
Here starts the benefit of the publisher’s brand value for your brand. The publisher is no longer a space to advertise but an echo chamber for your brand.
Here advertising is not only pushing for a message, it strengthens what has the most critical value for your business: your brand.

Time for a Whitelisting demo?

Questions? Shoot!

The ultimate brand consistency is to remove the name from the logo.

In a recent article from The Drum, “Why brands such as Doritos and Mastercard are removing the names from their logos

“Extreme, telegraphic simplicity…”

…is very useful in the small and rapidly moving spaces of a device-dependent world. So, if words get in the way, remove them.”

“The harder it gets to connect to younger audiences, the bolder brands will need to become with moves like wordmark removal”

“It is noticeable that it requires bold creative leadership from both the client and agency to take those risks.”

Why would you risk your brand consistency at any stage in advertising?

Yes, removing the name from the logo is the ultimate step, the dream case, the results of years of consistency in building your brand.

The first step to achieving consistent branding is realizing that you have to ultimately gain control of your branding so that everyone is singing from the same song sheet. [source]

Is your brand consistent?

“An inconsistent brand is a confusing and unreliable brand. These are traits that drive customers away, not attract them. ” says Crowdspring, “If your brand constantly changes, it’s hard for customers or clients to wrap their minds around what it’s about. And, it’s even harder to gain trust, confidence and customer loyalty.”

Why would you compromise a hard and long gained brand consistency by advertising on media not consistent with your brand?

“Your brand promises must be consistent with the reality of your customers’ brand experience.

Every company has a brand identity.

This is true for your company whether you’ve made a single conscious branding decision or not.

And that’s why it’s vitally important to make conscious, consistent branding choices. The decisions left unmade, and a brand left untended may hurt your business.” [source]

TrustedOut secures your Brand and preserves your Brand Consistency.

Questions? Contact us!

 

 

Do Commerce AND, NOT OR, Branding. (and fix brand safety, risky SEO et al)

We could not agree more with the “Father of Advertising”.

(David Mackenzie Ogilvy CBE was an advertising tycoon, founder of Ogilvy & Mather, and known as the “Father of Advertising”.  – Wikipedia)

Commerce and Branding are vital to any business. Both of them. Equally.

So, when one takes over the other one, it hurts your business.

That’s what we have with examples like Brand Safety or too mechanical SEO (Search Engine Optimization). Of course, everybody wants to maximize sales. No debate. But unreasonable actions, desperate measures will hurt your reputation and consequently your brand. And as Warren Buffet says:

“It takes 20 years to build a reputation and 5 minutes to ruin it, if you think about that, you’ll do things differently”

Brand safety risk is pushing (too far) exposure into unsafe territories for the brand.

If your sole motivation is to have the highest number of ad placements with little to no overseeing on who’s hosting your brand, you’re due to a brand safety violation. And it may be costly to your brand reputation and thus, your business.

Would you risk your brand values on poor quality coasters or ugly marcoms? So, why risking them by exposing your brand with a publisher not compatible with the value of your brand?

Brand safety is a matter of “where” AND “who”.

Where is the brand exposed, meaning the matter of the page hosting your brand. Here programmatic is key to build a black list of words you want to avoid.

Who is exposing your brand, meaning the profile of the publisher. And, this profile must be compatible with your brand value. Here TrustedOut is key to build a white list of media publishers you want to keep your brand safe and consistant.

Another example: Site content and SEO.

The same “commerce and, not or, branding” applies to the content you produce for your site or the pages made for SEO.

Twisting incautiously SEO may put your brand at risk.

By adding or removing keywords to please Google and get more traffic may spoil your brand perception. After all, if content makes (or break) your brand, your own content applies first hand. Think of your site, as a media publisher. After all, this is where you expose your brand.

To read next:
> Whitelisting with TrustedOut
> Your Business is all about content.

Questions? Contact us!

Brand Safety Crisis Can Prompt Consumer Backlash Against Brand

In this article, MarTechSeries comments a survey conducted by the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI). Hereafter are our takeaways:

Customers have a broad definition of “Brand Safety”

“The survey also discovered that consumers define brand safety broadly, including issues such as ad-related piracy and malware, as well as those involving ad placement around inappropriate content.”

“Inappropriate” content has a very personal definition…

As discussed in previous posts for Fake News: What is fake for someone is not fake for others. Take Homeopathy. Some believes in it, others do not.  The same applies to “inappropriate”. Some people believe a content is inappropriate, others won’t. Like for Rap lyrics for example.

Brand means values and values are emotions.

… but, for a very large majority,  has negative impacts. On everyone involved.

From the article:

Advertisers responsibility

  • Large majorities of respondents said advertisers should prevent their ads from running near hate speech (73 percent), pornographic content (73 percent), violent content (70 percent), and illegal drug-related content (69 percent).
  • More than half of respondents said that advertisers should prevent their ads from running near stolen/pirated movies or TV shows (53 percent) and unsafe or hacked websites (73 percent).
  • Less than half of respondents said advertisers should prevent their ads from running near gambling-related content (43 percent) or controversial political views (41 percent).

Majority says negative impacts are real.

  • The overwhelming majority of respondents (90 percent) said it was very or somewhat important for advertisers to make sure their ads don’t appear near dangerous, offensive, or inappropriate content.
  • If respondents discovered ads for a product they regularly buy had appeared next to racist Neo-Nazi propaganda, 87 percent said they would reduce their spending on that product, and 58 percent said they would stop buying it altogether.
  • If respondents discovered such ads next to terrorist recruiting videos, 90 percent would reduce their spending on the product advertised, and 67 percent would stop buying it altogether.
  • If respondents discovered such ads on a website promoting illegal activities such as stolen videos and other content, 82 percent would reduce their spending on the product advertised, and 45 percent would stop buying it altogether.
  • If respondents discovered such an ad had infected their computer or mobile device with malware, 93 percent would reduce their spending on the product advertised, and 73 percent would stop buying it altogether.

Everybody is accounted responsible: Advertiser, Ad Agency, Publisher, Ad Tech.

  • When asked who should be responsible for ensuring ads do not run with dangerous, offensive, or inappropriate content, respondents assigned responsibility broadly, with 70 percent naming the advertiser, 68 percent the ad agency, 61 percent the website owner, and 46 percent the technology provider.

Bottom line:

* Your Brand, to be truly safe, must be compatible with the brand of the publisher, or any support.

* This can only be done via AI profiling as it must be Unbiased, Universal and always Up-to-date.

* This can not be done by keyword-based queries. Keywords in a page don’t profile brand values.

TrustedOut’s solution for Brand Safety in 1 slide:

Questions? Contact us!

 

 

 

Your business is all about the content you trust.

Image Credit: SEOMarketing

Knowledge from Content makes or breaks any future.

Applies to individuals but also organizations and businesses, of all sizes and sorts.

We are our Education.
So is your Business.

What we are depends on the education we were given. Need proof?
MIT scientists created a “psychopath” AI by feeding it violent content from Reddit

Same applies to any Businesses. Your Business is how it was educated.

No Trust in Content,  No Trust in business future.

Trust in Content is the #1 vital condition to any business.

1st, define the content you trust, 2nd, feed all business decision and education processes with it.

Trust in Content is not a nice to have, it’s a vital, critical, mandatory must have. Tools are fed with Content. No matter how your tools are, fed with poor content, the smartest tools and the smartest operator of those tools will produce poor performances. Is it what you want for your business?

No trust in content, no need for any tools otherwise it would be, not only a waste of time and money, but a very dangerous way to make bet on your business future.

It all starts with content you trust.

  1. Define the content you need
  2. Create your Corpus with TrustedOut and get the corresponding Media, Sources and Articles abstracts and links
  3. Now, Feed all your tools with content you trust

 

Corpus Intelligence for every segment of your business.

Hereafter is an example of an Enterprise organized by Industry. Also applies to any other type of business organization.

Want to give it a try?
Contact us!

 

Brand Safety, the most misleading proxy for quality that an advertiser can use.

This post is our takeaways from this AdExchanger article.

Brand Safety Is Not Synonymous With Quality.

“I find brand safety one of the most baffling contradictions of our industry. It often represents the exact opposite situation in which any quality media owner should want to put itself, and it is the most misleading proxy for quality that an advertiser can use.

As programmatic RTB grew, quantity gained priority over quality, and everybody fell into the trap. Advertisers pursued a delusional quest for unlimited scale, blinded by the illusion of a perfect cross-device, cross-domain view of the user. Quality media brands dangerously allowed themselves to be thrown into a big bucket with almost every type of inventory, ranging from fake to garbage on up to the top of the premium content pyramid: their own.”

A “lifecycle of rubbish”

“As a result, marketers saw their ads run on sites and apps that, at worst, promoted hate speech, terrorism, pedophilia, violence and even harmed the users’ devices, and, at best, alongside very low-quality content and environments with horrible UX.

When these problems surfaced, advertisers should have demanded that the programmatic platforms remove the rubbish at the source, which could have fixed the roots of the issue (but it also would have threatened the potential revenue for ad tech and agencies and the illusion of scale). Instead, advertisers barked without biting and deployed systems to filter out as much of that rubbish as possible, adding further costs to the system.

This created a “lifecycle of rubbish,” flowing in and out by design.”

The obsession with brand safety is taken to an extreme, while advertisers willingly join an environment plagued by the worst possible problems in marketing and advertising.

“One could think that the introduction of brand safety tools was the point where premium media owners finally won, with their quality inventory highlighted, protected and made available to premium brands. This is where the painful path took a slightly different twist instead.

In addition to the sites or apps that no respectable business would want to be associated with, advertisers started to include in their blacklists terms and topics predominantly focused on current facts and news, such as Trump, Brexit or #MeToo. This practice also existed for decades in print but with a much more reasonable and balanced approach.

These topics are part of perfectly safe and balanced pieces of content when belonging to quality media environments, but in this “brand safety” era they are all to be carefully avoided.

Programmatic RTB triggered a brand safety paranoia, but it’s a paradox: The obsession with brand safety is taken to an extreme, while advertisers willingly join an environment plagued by the worst possible problems in marketing and advertising.

The result is ads from some of the top advertisers often being displayed, by exclusion, on “safe content” like silly polls, competitions or otherwise bland content of little quality and engagement. At the same time, quality media owners complain that a good amount of premium content is automatically filtered out by brand safety algorithms, affecting their revenue.”

A great opportunity for visionary advertisers and media owners.

“There is a great opportunity for visionary advertisers and media owners who understand that infinite scale is not only impossible but even counterproductive. There would be enough reach in a media environment that is high quality, walled garden-like, brand safe by nature and user-centric – separate from the programmatic open marketplace and complementary to Google and Facebook.

The industry’s marketing and advertising pitches constantly cite the customer experience at the forefront of their promises, but let’s stop fooling ourselves, our clients and our partners.”

More than Brand Safety, Brand Consistency.

Brand Consistency > Brand Safety + Brand Suitability

With TrustedOut: Manage unbiased, AI-built Whitelists. Centrally.

Questions? Contact-us!

2019: Brand awareness is Marketers top priority.

According to the 2019 “State of Digital Advertising” released by Marin Software, Brand awareness is Marketers top priority in 2019.

  • Brand awareness – 25%
  • Enhancing the customer experience – 22%
  • Embracing omnichannels – 20%
  • Delivering personalization – 20%
  • Campaign management – 19%

Building Brand Awareness Requires a Consistent Brand Experience.

As written in this article, “the psychological reason why  brand consistency is is important”:

“First and foremost, brand consistency is about trust, and establishing it works like this:

In order for people to trust you, they have to feel like they know you
In order for them to feel like they know you, they must be aware of you, recognize you, and remember you
In order for people to recognize and remember you, you must show up in a way that’s consistent”

TrustedOut builds and preserves your Brand Consistency:

  • Manage lists from AI-profiled sources. Unbiased. Universal. Up-to-date.
  • Feed directly ad delivery systems 24/7/365.
  • Align centrally all lists per brands, regions, campaigns.
  • Optimize budgets using media profiles to detect most efficient media.

Questions? Contact us!

Do not let advertising compromise your brand consistency.

The first step to achieving consistent branding is realizing that you have to ultimately gain control of your branding so that everyone is singing from the same song sheet. [source]

Is your brand consistent?

“An inconsistent brand is a confusing and unreliable brand. These are traits that drive customers away, not attract them. ” says Crowdspring, “If your brand constantly changes, it’s hard for customers or clients to wrap their minds around what it’s about. And, it’s even harder to gain trust, confidence and customer loyalty.”

Why would you compromise a hard and long gained brand consistency by advertising on media not consistent with your brand?

“Your brand promises must be consistent with the reality of your customers’ brand experience.

Every company has a brand identity.

This is true for your company whether you’ve made a single conscious branding decision or not.

And that’s why it’s vitally important to make conscious, consistent branding choices. The decisions left unmade, and a brand left untended may hurt your business.” [source]

TrustedOut secures your Brand and preserves your Brand Consistency.

Contact us!

 

 

Economy and Enterprise – US vs France Taxonomies.

France’s Economy and Enterprise Taxonomy.

Let’s ask TrustedOut, for France, what is the Taxonomy of all media covering the “Economy and Enterprise” Classification group over the past 7 days.

Here’s the corpus query:

Showing 373 Medias and 750 sources

and the taxonomy DNA:

USA’s Economy and Enterprise Taxonomy.

Let’s ask TrustedOut, for the US, what is the Taxonomy of all media covering the “Economy and Enterprise” Classification group over the past 7 days.

Here’s the corpus query:

Showing 1,961 Medias and 3,645 sources

and the taxonomy DNA:


Comparisons:

France USA
General, 43.6% General, 41.9%
General > Economy and Enterprise, 20.2% General > Economy and Enterprise, 21.5%
General > Economy and Enterprise > Economy, 6.2%
General >  Finance, 5.2% General >  Finance, 5.4%
General >  Law, 6.5%
General > Tech, 8% General > Tech, 8%
Industries, 22.2% Industries, 19.1%
Sciences, 6.7% Sciences, 7.7%
People, 27.3% People, 31.2%
People > Culture and Arts, 7.3%
People > Sports, 6.6%
People > Lifestyle, 5.9%

How to read the table above: The percentage means how much of the classification datasets are in the publication. Ex: In the US,  media covering Economy and Enterprise have also 5.9% have words belonging to the classification Lifestyle which is part of People.

In France, media covering “Economy and Enterprise” also talk:

Deeper in Economy
Law
Culture and Arts
Sports

While, in the US, media covering “Economy and Enterprise” also talk:

Lifestyle

Fine tuning your corpus to compare apple to apple.

Want to compare countries for a product launch but do not want the Lifestyle classification in the US?

Simple add the IS NOT Lifestyle taxonomy:

Voila. Now run your analytics on those 2 corpuses or/and Get the corresponding whitelists…

Questions? Contact us!