Preventive Medicine next to what other Editorial Classifications?
In France? In the US?
Radar charts above are made to show the Top 6 editorial classifications and their respective weights. Data are for the week from June 22nd until June 29th 2020.
Here’s a more detailed view:
Interesting to notice within the Top6:
Unsurprisingly, Media in both countries are focused on Medicine & Health, but Pharmacy & Drugs is almost as high as Preventive Medicine in the US (Way less in France).
Media in the US are Personal, Family and Care, when France talks Disease, Dermatology and Dentistry/Odontology
In the US, right after Medicine & Health is Economy & Enterprise, heavy on Employment & Unemployment, Communication and Career. Health has a strong link on Jobs. Not present in France
In France, right after Medicine & Health is Politics, heavy on Political Party, Civil Defense, Public Services and Administration. #6 in the US with Public Services at the same level.
Lifestyle is present in both countries. Only with Kids in France, more classical Lifestyle with Home and Eating & Drinking in the US.
Healthcare is only present in the US, heavy on Hospital & Clinic while Sports is only present in France with Fans/Community and, unsurprisingly, Football and Cycling
Why it’s important
In these uncertain times, you might want to avoid content related to the current pandemic, so instead of managing the unmanageable, always out-of-date, black list of keywords, simply add the following condition to your Corpus, export/connect to your DSP… voilà.
If you choose to target the Medicine & Health > Preventive Medicine content, it’s important for the consistency of your brand to know what type of content is within the Media you will authorize in your white list or your PR effort or what kind of content you choose to analyze.
The need for a new source of intelligence in targeting
Advertisers want a perfect targeting for their campaigns. With the end of 3rd party cookies, Advertisers will have to rely on other sources of intelligence to target the perfect page for ad insertions.
No self-declaration. No bias.
TrustedOut is totally independent from any preset lists and is entirely powered by AI using countrywide published content. This guarantees our content profiling to be unbiased, universally able on any matter and always up-to-date. We do NOT use any self-declared data coming from anyone. We listen, profile. All the time.
Dialect detection means no dependence on keywords.
How can you, for example, target the Healthcare Industry? With a list of keywords? Who did it? Is it up-to-date?… Hard to manage. Instead TrustedOut listens and profiles everything published and keeps on learning the words and expressions, the “dialects” (or “bags of words”), for each and every classification. This way, the definition of “Healthcare, in our example, always captures the words and expressions used for this targeting. No worries. No lists, potentially biased and out-dated. You are covered. Always.
Profiling Intelligence must be at insertion time.
Content perception varies upon time. A page/an article can be perceived primarily in one classification and, over time, in another one. In this example, we see first “Employment” at publishing time and 3 weeks later, “Seniors”. Same with the dialect words and expressions, it all evolves over time which is key for a perfect targeting.
For the Publisher:
The need for a precise, external and unbiased product pulse.
Like any business, publishers need a trustworthy, unsolicited, unbiased look at what they publish. This goes for articles, feeds/sources and the whole media (distinct domain). Not only this is critical to pilot a business but also to compare with others.
The end of self-declarations for special ops.
TrustedOut provides always-up-to-date profiling of a section or the whole of a media. It also provides trends which can be compared. The end of self-evaluations, self-declarations for a more trusted relationship with your sponsors and commercial partners.
Editorial trends and KPI measurement.
TrustedOut profiles published and exposed content. All of it and at all time. This means measuring editorial trends and positioning. Amongst a media and across a market, a region or a country. Mapping Editorial trends pictures how one reacts to a matter in depth and in time. Finally, it also measures performances and the balance of demand/delivery.
For the Brand Manager:
Brand Consistency Builds Brand Awareness
Marketers know Brand Consistency is key to build and keep awareness and credibility. To keep brands consistency, brands must be totally safe and not appear in an environment not consistent with its values. TrustedOut allows Marketers to define the content appropriate for their brands and get corresponding Whitelists where to deliver the right communication.
Consistency, inside and outside.
Branding is not reserved to marketers. Everyone within an organization, employees, board members, partners and, of course, customers and prospects should all have access to a curated list of sources related to the brand.
Consistency in PR goals and measurements.
Direct your PR efforts to where you want your brand to be and use our instant profiling to measure evolutions and progresses. Define KPIs with your PR departments and measure your ROI on a classification, a perception, a competition.
For the Analyst:
Must trust the Content in to trust the decisions out.
The mandatory first step in any analytics is to trust the content/data you are going to analyze. If you do not, results will be unreliable and worst, decisions you are going to make might be dangerous and disastrous to your business and brand. Bottom line: if no trust in, then no Trust Out.
Who reacts to what, and how.
Analyze how an event, product launch or local news, are classified and where. A great source of insights on how to prepare for a new launch or positioning.
Watching the future.
Industries keep on evolving. Be on alert about what technology is popping up, how it is received amongst content oriented, political or else, and where it is happening.
Out of Edelman’s 5 recommendations, the 3rd one, Solve, don’t sell, resonates the most with us.
Brands vs Gov.: Critical. Faster and more effective.
More than ever, Trust in a brand is very meaningful, if not emotional. People believe Brand are playing a critical role in addressing the crisis and, believe Brands respond faster and more effectively than the government.
What we are fixing: Cannot trust what’s out of your BI Tools if you do not trust what’s in.
Business Intelligence is all about juicing data to get insights that will make better, smarter decisions.
You may have the smartest decision makers and have bought the smartest algorithm for your semantic analytics, if you do not rely on the content you analyze, you can not rely on any decisions you’re going to make.
How we are fixing it: Feed your BI tools with content profile you define.
1. Define what content you are looking for with TrustedOut
For example, you need some insights on American and eating and drinking. Ask TrustOut for:
Content in the US
Media must be talking about Eating and Drinking
but you are looking for the Lifestyle part, not the Industrial part, meaning you want to remove all about Food Processing and Food and Beverage Services.
= TrustedOut found 3,660 media with 9,292 sources
2. Review your Corpus
Next, Click on “Get” and watch Media and Sources Profiles…
3. Feed your BI tools
Now, you can “Connect” your list of Media and Sources (the Corpus) with your BI Tools or download in CSV the list. With “Connect”, TrustedOut will keep the list updated within your BI Tools. Watch a demo featuring our partner Digimind:
Our Vision is to make Trusted Content a utility, so everyone in any organization can tap into content they trust and thus, trust any decisions made from it. More…
Our Benefits are coming from our AI-Powered Classifications which brings no-biais, always up-to-date universal expertise to profile any piece of content. This provides unmatched advantages vs keywords, such as Editorial Orientation and Evolution over time. More…
Our Technology is proprietary Machine Learning for Tailor-Made AI-Profiling. It’s all about datasets permanently updated for internal and external classifications. More…
1. Brand Safety: What we are fixing:
How can we make sure a Brand is totally safe? How we are fixing it:
Build and Manage your Whitelist with your definition of what is safe for your Brand.
2. End of Cookies: What we are fixing:
How to target audience in absence of cookies? How we are fixing it:
Grab Intelligence from the targeted article’s classifications.
3. Reporting laws: What we are fixing:
How to deal with government reporting laws such as the Avia law? How we are fixing it:
Report Media with their profile made by TrustedOut. AI-Powered. Unbiased, Universal and always Up-to-date.