Create a corpus from a list of articles (ex. here: popular on Facebook).

You want to create a Corpus of Media for your analytics and/or a whitelist of media similar to a list of articles?

Here is how Corpus Intelligence can help in 3 steps:

Step 1. Collect Materials.  

Let’s start with a list of popular articles: Today, the Top 15 of the most engaged articles on Facebook in Sept 2019

In this article you can find the following top 15 articles:

Table to show the top 15 web stories on Facebook in September 2019, ranked by engagement

Step 2. Understand Profiles

From the list above, we’ve collected the profiles of  the corresponding media.

Here are the top 30 most popular classifications from our 3-level AI-powered taxonomy.  

This means the top 5 most popular media types are:

  1. Politics
  2. Law
  3. Entertainment and Leisure
  4. Lifestyle
  5. Society 

Computing C.scores give precisely the classifications to shoot for.

Step 3. Build and manage Corpuses.

The hardest part is done. Let’s play with TrustedOut now:
Want all media in Politics and Law? here it is:
Want to target the dedicated media in the 1st classification, International, in Politics? Voila:

From here, feed your analytics tool and/or create a whitelist for your DSP.

Questions? Contact us!

TrustedOut: Intelligence you trust. Brand Safety you trust. PR you trust.

TrustedOut helps your business all the way, all the time.

Let say here, your company, SmartBizFurnitures, builds and commercializes high end, classy Business Furnitures.  SmartBizFurnitures believes Lifestyle applies to Business environments.

Sources you trust to get reliable intelligence.

You must trust the content you use to trust any decision you make.

SmartBizFurnitures asks TrustedOut for all media sources covering:
People › Lifestyle › Decoration And Design And Architecture

Because they are looking for insights from their intelligence tool (Digimind, Netvibes, etc…), they decide to:

  • Solely select the classification your business is in: People › Lifestyle › Decoration And Design And Architecture
  • Pick “covered” to get a large but relevant number of sources for our analytic tools.
  • Go with the shortest period of taxonomy, the rolling “Past week”,  because they want to be news-sensitive.
Mouse over to zoom

TrustedOut finds 481 sources. Click on “Get”…

Intelligence tools ready.

… download the CSV file of those 481 sources and import them in your semantic/social intelligence tool. Your tool will continue to listen to all new articles from those sources. Should you need articles abstracts from the past, ask us as we archive everything we’ve computed.

This download of sources is manual and thus your list of sources won’t be updated unless you do regular download and import to your intelligence tool. To avoid this and always analyze the freshest, most up to date sources, select “Connect”.

Media you trust to keep your brand safe.

Here you want the widest AND most relevant (read consistant) list of media for the safest whitelist you will feed your ad server with.

This time ask TrustedOut for the whole classification group: Lifestyle, but this time we want to get the largest but secure list of media who have published on Lifestyle in the past 7 days.

TrustedOut finds 3,717 media (and 10,037 sources)

mouse over to zoom

Brand cannot be with “Politics”

SmartBizFurnitures does not want to be involved into “Politics”, so, those 7% should disappear from our Corpus map.

Let’s remove the whole classification “Politics”… with the 4th line: Media covering Politics in the past 7 days should be removed from the list:

mouse over to zoom

Of course, we have less media: 936 instead of 3,717 but it’s the choice made by SmartBizFurnitures to keep their brand safe and consistant.

DSP ready.

Same as with Sources. Here you will download the Media list as CSV but, as your brand must remain safe all over an ad campaign, you will want to “Connect” so the list of media = the Whitelist, will be up to date at all time.

Articles you trust to build on your PR efforts.

For our reading. we want the latest articles from the most relevant sources.

We will ask TrustedOut to give us our classification, as with Analytics, People › Lifestyle › Decoration And Design And Architecture, but since here, it’s not a machine analyzing but humans, likely a PR team or directly executives, we will select: Dedicated over the past 7 days.

mouse over to zoom

100+ a day. 20,000+ archived.

On average, TrustedOut will provide 102 articles abstracts and can provide more than 20,000 from archives upon request.

A click on the right “Get” gives us:

mouse over to zoom

Spot on for your PR efforts.

Click on the abstract article to read the article. Very interesting for SmartBizFurnitures. PR effort right here.

mouse over to zoom. Click to read.

Watch tool ready.

Simple. Download: RSS.

Use this RSS as any RSS. Corporate pages, alerts, newsletters…

For example, in Netvibes:

mouse over to zoom. Click to discover Netvibes

or in Feedly:

mouse over to zoom. click to visit feedly.com

Your business is made of the content you trust.

Your business is all about the content you trust.

Contact us: contact@trustedout.com

Corpus Intelligence for an Industry: Aerospace & Defense – October 2019

Media covering Aerospace & Defense.

In the US, 443 media and 779 sources are covering  over the past quarter, publishing an average of 4+k new articles a day.

In France, 56 media and 111 sources are covering  over the past quarter, publishing an average of 360 new articles a day.

Media per Expertise Level and News Sensitivity.

TrustedOut uniquely profiles media per level of expertise (Dedicated > Specialized > Covered > All) AND per profiling period (past week, past month, past quarter). This profiling period identifies News sensitivity. Past week is more sensitive to the latest news, while Past Quarter is more stable. This is very convenient depending on the type of project you’re driving.

Reminder:

  • Media: unique domains used (xxxx.yyy)
  • Sources: unique feeds belonging to a Media. Mostly correspond to a section of the Media
  • Articles per day: number of articles published and analyzed by TrustedOut
  • Archived articles: Article abstracts and links archived on the corresponding Sources.

For the US:

For France:

A&D media market shares in the US and France

Despite a difference in Past Quarter vs Past Week showing little sensitivity to news, the number of articles per day and archived is fairly high, meaning a strong need to listen and analyze industry evolutions.
While at equal level in Dedicated and Specialized Media, the US have more media covering this industry than France.

Related group classifications.

In the US, A&D Media also cover:

In the US, Media covering Aerospace & Defense in the past quarter also cover:

Radar view:

DNA view:

Mouse over to zoom

In France, A&D Media also cover:

In France, Media covering Aerospace & Defense in the past quarter also cover:

Radar view:

DNA view:

Mouse over to zoom

In both countries, Aerospace & Defense is close to another industry: Transportation.
In the France, Aerospace & Defense is even more related to Transportation, Law and Fundamental Sciences when, in the US, it is more Politics.
Also, in France, Aerospace & Defense is more related to Satellites and Transportation via Air, and Law is seen as International, while, in the US, People means Society.

Fine tuning your Corpus

Example: Want Aerospace & Defense but NOT Military Defense

You need to listen and/or analyze, or want to target for PR or ads, all media about Defense but not Military Defense. The query to set your Corpus will look like this:

Of course, we are moving from 443 media and 143 sources to:

Two third of the media in Aerospace & Defense are also classified as  Military Defense.

Brand Safety Risk and Toxic Content: None

Mouse over to zoom.
Mouse over to zoom.

Media covering Aerospace & Defense are not victims of toxic content and Brand Safety Risks.

Digging into top Media.

Avionics (US)

Name Avionics
Website https://www.aviationtoday.com
Feeds

Classification over past Quarter

Trends

 

Futura Sciences (France)

Name Futura
Website https://www.futura-sciences.com
Feeds

Classification over past Quarter

Trends

How our AI-powered classification works

How our AI-powered classification works.

Now you can trust decisions made on content you trust

Importance for Business Intelligence:
No trust, no Intelligence.

Works on all sectors.

Say you are in the food market and want to understand how some cuisine types are perceived amongst specialized publications in America:

To feed your intelligence tools, such as Digimind (demo here), your Corpus will look like this.

Say you are in the food market and want to understand how some cuisine types are perceived amongst specialized publications in America:

To feed your intelligence tools, such as Digimind (demo here), your Corpus will look like this.

16,000+ sources (49k new articles abstracts a day) will ensure you analyze, and thus base your strategic decisions, on content you define.

Would you have thought Better Homes and Gardens would be part of your Corpus? At first, Home and Garden does not sound like Food and beverage specialist, does it? (well, if you are looking for Chicken recipes, it’s here).

This anecdote is to point out the need for both an unbiased and universal classification and a depth of expertise from the content you will base your decisions on.

It is critical you trust the right, and all the right, publications to trust any intelligence coming out of those publications. Depth and width.

No Trust, No Intelligence.

Consequently, the solution is to:

1/ Have marketers define their Corpus from profiles of media they trust for each analysis, each product, each segment, each brand.
And align in each country.

2/ Have those corpuses automatically built, maintained and updated, directly serving your analytics tool.

Bottom line: Define the content you trust so you can trust decisions you make.
“If it’s not trusted in, it can not be trusted out!”

Importance for Advertising:
Brand Safety and Budget Optimization.

Here, you want to advertise your new product to the US Food Market. Keeping your brand safe will be your top priority… After all, you will pay to increase your business, not ruin the brand reputation it took you years to build.

Brand Safety is top priority for CEOs and CMOs.

For your online ad campaign, the trading desk of your advertising agency will define the query, with, amongst other things, desired and not-desired keywords, to select the content you trust compatible with your brand.

But a page can match all those criteria but be published on a site not safe or compatible with the advertiser’s brand. You must also select the publications you trust compatible with your brand.

Otherwise, your brand is at risk. And advertisers know and fear it:

4 in 10 brands deliver ads on unsafe sites – Cision

The only solution for the CMO to be certain to keep brands safe: Define himself the lists of publications he trusts compatible with her/his brands.

Consequence:

70% implement black or white lists… – Digiday

But while the vast majority is using lists, the vast majority is unhappy with the solution. As of today:

… but 64% fear negative impacts on performance.  71% fear to not achieve reach while delivering to the right audience in the right context. – Cision

Consequently, the solution is to:

1/ Have marketers define their white lists themselves for each campaign, each brand. And align in each country.

2/ Have those lists automatically built, maintained and updated, directly serving the trading desk.

Bottom line: Keep your Brand Safe, let TrustedOut manage your white lists.

Let’s go back to our US Food Market example. Our marketer, here, wants to build a white list of US based publications, specialized in Food and Beverage and also wants them to be in business for more than 3 years, not politically, nor religiously oriented and, of course, not spotted as fake news, hate news or junk science.

Corpus looks like above and now more than 9,000+ sources are immediately available to be imported or live feeding your trading desk.

Trading desk runs its query within the perimeter of the white list. Best of both worlds, search and directory.
Brand is now totally safe.

Run more where it returns more.

In addition, Media Profiles bring ad budget optimization.

By adding media profiles to a campaign report, marketers and agencies can surface media with the best ROI and thus, increase budgets where return is optimal.

BHG works best for your campaign? Let’s get more of this profile and spend your ad budget where it makes the most sense.

Matter of fact, Your business is all about the content you trust.

Your business is all about the content you trust.

Questions? Contact us!

 

 

Media: Contributing to polarization AND reflective of polarization.

12 of this year’s 15 most politically polarizing brands are national news outlets

Thanks to this article from Morning Consult, Media Companies Dominate Most Divisive Brands List, and It Keeps Getting Worse, for this chart:

Copyrights: Morning Consult

“Democrats think the media is more important and made Republicans think it was more biased”

This quote from Matt Grossman, an associate political science professor at the Michigan State University, illustrates, for example, the difference between Republicans’ and Democrats’ net favorability for CNN, for example, stood at 66 percentage points last year. It grew 14 points to 80 this year, due to a 12-point drop in net favorability among Republicans, from minus 13 to minus 25. Republicans held more negative views than Democrats of every media outlet on the list except for Fox News. 

Polarization: Contribution and Reflection.

Which makes Joe Barone, managing partner of Brand Safety Americas for GroupM, say “In a way, it’s really corroboration of the narrative in the industry right now,… The narrative is that we’re living in a polarized world, and media is both contributing to the polarization and reflective of the polarization.”

Polarization is good for (media) business…

…major media outlets that have embraced a more adversarial stance on Trump since his election, business has been good. Viewership for all three leading cable networks — CNN, Fox News and MSNBC — increased in 2018, per a Pew Research Center analysis of Comscore data.

… but bad for (media) credibility.

Perceptions of media credibility have dropped since 2016, according to Morning Consult analysis, largely fueled by Republican attitudes. Democrats and Republicans also tend to trust headlines from outlets that society considers closer to their ideology, although that changes by topic.

Means you better know the (here political) media profile.

In our Business Case #1, we demo how Content Orientation can twist an insights coming out of your analytics tool.

The very same analytics were run using the very same analytics tool, Netvibes, across the whole Corpus (the All column) and one per political wing (Sources: BPI events).
Gauging the level of political orientation of your Corpus will drive your reading of your analytics tools and thus what you make from it.

Yes, Political orientations influence your analytics (and thus, your decision-making).

From the analytics results above, when it comes to AI, left wing oriented media are more negative, feels a foreign influence from Silicon Valley and China, and do not link AI with smartphones.
Right wing publications are way less negative, local sensitive, linked to iPhone only (vs all publications both linked to both android and iphone)
Bottom line: PR efforts should insist on the local development of ACME cars, re-insure, re-comfort on AI being a benefit, not a threat and have no link to smartphones, use or ownership.

Questions? Contact us!

Corpus Intelligence for an Industry: Lifestyle – October 2019

Media covering Lifestyle.

In the US, 3,007 media and 8,300 sources are covering Lifestyle over the past quarter, publishing over 38,000 new articles a day.

In France, 327 media and 596 sources are covering Lifestyle over the past quarter, publishing over 3,000 new articles a day.

Media per Expertise Level and News Sensitivity.

TrustedOut uniquely profiles media per level of expertise (Dedicated > Specialized > Covered > All) AND per profiling period (past week, past month, past quarter). This profiling period identifies News sensitivity. Past week is more sensitive to the latest news, while Past Quarter is more stable. This is very convenient depending on the type of project you’re driving.

Reminder:

  • Media: unique domains used (xxxx.yyy)
  • Sources: unique feeds belonging to a Media. Mostly correspond to a section of the Media
  • Articles per day: number of articles published and analyzed by TrustedOut
  • Archived articles: Article abstracts and links archived on the corresponding Sources.

For the US:

For France:

Lifestyle media market shares in the US and France

Stability over a month and a huge number of articles per day and archived, meaning using a Corpus over a month should be considered to cop with the industry evolutions.

Lifestyle is more covered in the US

As shown in the tables above, at all level of expertise, the US have a lot more media covering this industry than France, which confirms what we see in our Media Coverage Market Shares US vs France – Source TrustedOut – 10/01/19

Related group classifications.

In the US, Lifestyle Media also cover:

In the US, Media covering Lifestyle in the past quarter also cover:

Radar view:

DNA view:

Mouse over to zoom

In France, Lifestyle Media also cover:

In France, Media covering Lifestyle in the past quarter also cover:

Radar view:

DNA view:

Mouse over to zoom

In both countries, Lifestyle and Culture & Arts are close, but France has Culture & Arts above Lifestyle when the US, it is the reverse.
Entertainment & Leisure are 3rd in the US and 4th in France, while Sports is 3rd in France and 5th in the US.
Specific to a country are: Society and Education, only, in the US and Economy & Enterprise and Transportation, only, in France.
Finally, in the US, Lifestyle is strongly attached to Food and Beverage.

Fine tuning your Corpus

Example: Want Lifestyle but NOT Food and Beverage AND NOT Food and Beverage Services

As seen above, Lifestyle Media often also cover Food and Beverage. Say, for PR or an ad campaign effort, you want to get Media in Lifestyle BUT NOT either in Food and Beverage or Food and Beverage Services.

Easy. The query to set your Corpus will look like this:

Mouse over to zoom

Of course, we are moving from 3,007 media and 8300 sources to:

A third of Lifestyle media are also covering Food and Beverage or the Food and Beverage Services.

Brand Safety Risk and Toxic Content: None

Mouse over to zoom
Mouse over to zoom

Media covering Lifestyle are not victims of toxic content and Brand Safety Risks.

Digging into top Media.

Example in the US: Chowhound (CBS Interactive)

Name Chowhound
Website https://www.chowhound.com/
Feeds

Political orientation is not significant enough to classify this media.

Classification over past Quarter

Trends

Example in France: Elle

Name Elle
Website http://www.elle.fr/
Feeds

Classification over past Quarter

Political orientation is not significant enough to classify this media.

Trends

How our AI-powered classification works

How our AI-powered classification works.

Now you can trust decisions made on content you trust

Importance for Business Intelligence:
No trust, no Intelligence.

Works on all sectors.

Say you are in the food market and want to understand how some cuisine types are perceived amongst specialized publications in America:

To feed your intelligence tools, such as Digimind (demo here), your Corpus will look like this.

Say you are in the food market and want to understand how some cuisine types are perceived amongst specialized publications in America:

To feed your intelligence tools, such as Digimind (demo here), your Corpus will look like this.

16,000+ sources (49k new articles abstracts a day) will ensure you analyze, and thus base your strategic decisions, on content you define.

Would you have thought Better Homes and Gardens would be part of your Corpus? At first, Home and Garden does not sound like Food and beverage specialist, does it? (well, if you are looking for Chicken recipes, it’s here).

This anecdote is to point out the need for both an unbiased and universal classification and a depth of expertise from the content you will base your decisions on.

It is critical you trust the right, and all the right, publications to trust any intelligence coming out of those publications. Depth and width.

No Trust, No Intelligence.

Consequently, the solution is to:

1/ Have marketers define their Corpus from profiles of media they trust for each analysis, each product, each segment, each brand.
And align in each country.

2/ Have those corpuses automatically built, maintained and updated, directly serving your analytics tool.

Bottom line: Define the content you trust so you can trust decisions you make.
“If it’s not trusted in, it can not be trusted out!”

Importance for Advertising:
Brand Safety and Budget Optimization.

Here, you want to advertise your new product to the US Food Market. Keeping your brand safe will be your top priority… After all, you will pay to increase your business, not ruin the brand reputation it took you years to build.

Brand Safety is top priority for CEOs and CMOs.

For your online ad campaign, the trading desk of your advertising agency will define the query, with, amongst other things, desired and not-desired keywords, to select the content you trust compatible with your brand.

But a page can match all those criteria but be published on a site not safe or compatible with the advertiser’s brand. You must also select the publications you trust compatible with your brand.

Otherwise, your brand is at risk. And advertisers know and fear it:

4 in 10 brands deliver ads on unsafe sites – Cision

The only solution for the CMO to be certain to keep brands safe: Define himself the lists of publications he trusts compatible with her/his brands.

Consequence:

70% implement black or white lists… – Digiday

But while the vast majority is using lists, the vast majority is unhappy with the solution. As of today:

… but 64% fear negative impacts on performance.  71% fear to not achieve reach while delivering to the right audience in the right context. – Cision

Consequently, the solution is to:

1/ Have marketers define their white lists themselves for each campaign, each brand. And align in each country.

2/ Have those lists automatically built, maintained and updated, directly serving the trading desk.

Bottom line: Keep your Brand Safe, let TrustedOut manage your white lists.

Let’s go back to our US Food Market example. Our marketer, here, wants to build a white list of US based publications, specialized in Food and Beverage and also wants them to be in business for more than 3 years, not politically, nor religiously oriented and, of course, not spotted as fake news, hate news or junk science.

Corpus looks like above and now more than 9,000+ sources are immediately available to be imported or live feeding your trading desk.

Trading desk runs its query within the perimeter of the white list. Best of both worlds, search and directory.
Brand is now totally safe.

Run more where it returns more.

In addition, Media Profiles bring ad budget optimization.

By adding media profiles to a campaign report, marketers and agencies can surface media with the best ROI and thus, increase budgets where return is optimal.

BHG works best for your campaign? Let’s get more of this profile and spend your ad budget where it makes the most sense.

Matter of fact, Your business is all about the content you trust.

Your business is all about the content you trust.

Questions? Contact us!

 

De Ligonnes arrest. Fake News vs True Mistake.

The news of the De Ligonnes arrest, and then the news it was not De Ligonnes triggered lots of comments about Fake news being everywhere.

“The opportunity was too good” (to be true?) as wrote the Huffington Post (in French)

“Fake news” vs “true mistake”.

The difference between a fake news and true mistake is the driving intention and the transparency in fixing it.

We all know the competition between news publishers. The dilemma between scoops and stories. The balance between publishing too fast and being too late.

Like with any person you trust, it’s ok to make mistakes as long as it was not intentional and you’ve learn from it and will do your best to not reproduce those misleads. A fake news is intentional and if proven and not fixed, will destroy the confidence and the trust in the publisher.

Question you should ask yourself now is: What is my level of trust into media after this episode?

Trust is in the publisher and its brand values.

Trust, like reputation, is built over time. For any business, it’s called Brand values. As Warren Buffett says…

So, it’s no surprise Publishers do not want to lose their reputation and your trust in them for a mistake. The rest – their opinions, their context, who owns them and their agenda – is part of those brand values. They won’t risk to ruin them either.

Bottom line: For the decisions you must make, you must use content from media you trust.

Your business is all about the content you trust.

Want a demo?

Click here to follow our demo

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!