As announced in last week post, Holistic Media Profiling is us, Corpus profiles cover the 3 facets: Content & Expertise (taxonomy of what is published), Perception (Spotted as toxic) and Orientation (Political, Religious, Satirical)
A brand new Editorial Trends page.
Visualize how the list of media in your corpus evolved in the past 7 days compared to the past month and the past quarter:
Picture where your brand was exposed
Still work in progress but this page in the report shows if your brand was exposed in a toxic and/or religious and/or Humorous/Satirical environment.
Want to dive into a Spotted area?
From above, you’d like to get the Media spotted as Religious > Christianity?
Simply add the following condition to your Corpus:
… and get the Media list (Media > Get > Download > Media):
Finally, you decide to remove Media spotted in Religious > Christianity, simply add the following condition:
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times, you might want to avoid content related to the current pandemic, so instead of managing the unmanageable, always out-of-date, black list of keywords, simply add the following condition to your Corpus, export/connect to your DSP… voilà.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.
We are extremely proud to announce that TrustedOut is now available to buyers through the Xandr platform.
Through this collaboration, marketers and agencies using Xandr’s strategic buying platform, Xandr Invest, will have access to unique and granular contextual targeting capabilities that will allow them to bring intelligence to their campaigns.
Xandr, ex. AppNexus, is AT&T’s advanced advertising company, provides an advanced buy-side and sell-side advertising technology enabling buyers and sellers to access and trade premium inventory in a trusted and streamlined environments.
TrustedOut through ‘Corpus Intelligence’ enables buyers to identify trusted environments and deliver their contents and their campaigns with uniquely profiled, AI-fed and permanently updated media database.
“Xandr seeks out sophisticated solutions to offer advertisers looking for alternatives to cookie-based solutions for finding valued audiences.We are excited to welcome TrustedOut as a technological collaboration on our platform and have them contribute to increased contextual targeting capabilities for Xandr customers,” says Paul-Antoine Strullu, VP & Managing Director, Southern Europe at Xandr
“This partnership with a global leader such as Xandr is a fantastic milestone for TrustedOut. We could not be more excited to partner with Xandr to bring contextual targeting technology to another level!” adds Freddy Mini, TrustedOut’s President and co-founder.
1. Brand Safety: What we are fixing: How can we make sure a Brand is totally safe?
A major issue. Brands take years to build and can be detroyed in a moment. To avoid having your brand displayed in an unsafe environment, the brand must define what is safe and build a whitelist accordingly.
How we are fixing it: Build and Manage your Whitelist with your definition of what is safe for your Brand.
Create a Corpus corresponding to the media profiles safe for your brand:
For a campaign, you are looking for media and sources:
Widely covering Driving as a Lifestyle during the past Quarter in America
But not related to Racing, cars or motorbikes
And without any political orientation
And not perceived as Fake or Hate news
TrustedOut, at this very moment, found 2,667 media and 6,017 sources. Finding corresponding sources is important to laser target part of a media. Click on [Get] to have a look at the list. You can always fine tune the list with more conditions…
Ready? click on [Download] and [Media (CSV)] to download your whitelist.
You can also [Connect] with your DSP so updates on the list get sync’ed with your DSP.
Bottom line: The whitelist is made of media profiles you select.
2. End of Cookies: What we are fixing: How to target audience in absence of cookies?
Following Apple, Google has announced the end of cookies, and context, which means targeting will no longer be done using these classic methods.
How we are fixing it: Grab Intelligence from the targeted article’s classifications.
Without insights from cookies, most of the intelligence resides in the article where the ad might be placed and its URL.
From the previous corpus, you can visualize how articles from a source are classified.
For example here, from the Media “InsideEVs”, we have for the source “InsideEVs – Features” the following articles:
The URL indicates the source (feed) which is also profiled giving even more intelligence on the article.
Furthermore, Classifications of an article not only detect editorial orientations not dependent on the presence or absence of keywords but those classifications also evolve over time. Meaning what is perceived in a way at publishing time, might be perceived in a different way later… This is a unique guarantee ad targeting, and thus Brand Safety, will remain relevant and secure over time.
Read Classification vs Keywords to understand the huge benefits of Editorial Orientations AND the evolution of classification over time.
In the radars above, we analyzed Editorial Classifications in Media in the US and France, in between June 13th and June 20th using the following Corpus:
. Country is “France”, and then, “USA”
. Source Taxonomy is “Sciences>Medicine & Health” OR “Industries>Healthcare”, “Covered” AND over the “past week”
. Spotted as Political is “Left” OR “Far Left”, and then, “Right” OR “Far Right”, and then “Negative”
Top 6 Editorial Classifications in the USA:
No Political Orientation has Medicine & Health significantly #1 and ahead of #2 and #3
Both No Political Orientation and Right/Far Right have Medicine & Health as #1, which seems obvious looking at the Corpus definition, but Left/Far Left has it at the lowest percentage, #3, below Society and Lifestyle
Interestingly, all have Politics in the same range.
Right/Far Right has Economy & Enterprise higher than No Political Orientation and Left/Far Left have Economy & Enterprise, both at the same level.
Both No Political Orientation and Left/Far Left have Entertainment & Leisure. Right/Far Right does not but has Law instead.
Top 6 Editorial Classifications in France:
All 3 have Medicine & Health as #1 and in similar range.
All 3 have Lifestyle and Economy & Enterprise in similar range.
All 3 have Society and Politics but higher when a Political Orientation is spotted
Only when No Political Orientation is spotted do we have Formal & Earth & Universe Sciences
Only when Left/Far Left Orientation is spotted do we have Human Sciences
Only when Right/Far Right Orientation is spotted do we have Entertainment & Leisure
Content Orientations can be helpful.
Many times, Content Orientations are banned but, in the light of charts above, depending of your communication goals, Political Orientations may be helpful.
All these analytics where done on the period 3/17-6/17/2020.
Today, we are looking for coverage of the following religions: Buddhism, Christianity, Hinduism, Islam and Judaism, deliberately listed in alphabetical order as, should it be necessary to mention: In no way, we are pushing, nor valuing any religion, one vs another, or in general.
Above, we are comparing the Editorial Classifications of Media spotted as Religious in both, USA and France.
We can see Editorial classifications are very similar except for Economy and Enterprise, only in the USA and Medicine and Health, only in France.
What makes Media Spotted as Religious different?
In the USA:
Here, we are comparing ALL media vs those spotted as Religious, both in the USA.
The Top 6 Editorial Classifications for Media spotted as religious:
. Has Society as #1 . Shares the same Top 3 . Does not have Sports and Entertainment and Leisure . Has Economy and Enterprise and Humain Sciences
This time, we are comparing ALL media vs those spotted as Religious, both in France.
The Top 6 Editorial Classifications for Media spotted as religious:
. Like in the USA, has Society as #1 . Unlike in the USA, does not share the same Top 3 . Does not have Tech and Sports . Has Human Sciences and Medicine and Health
Country vs Country+Language
Next, we had a look at the difference between a language and the same language spoken in a specific country.
The Top 6 Editorial Classifications for Media spotted as religious in English, in the USA vs anywhere:
. Same Top 3 but stronger in Society and Politics in the USA . USA has Economy and Enterprise . Anywhere has Law
The Top 6 Editorial Classifications for Media spotted as religious in French, in the France vs anywhere:
. Same Top 6 . Stronger in Society, Lifestyle and Politics in France
How is Christianity covered?
Now, let’s focus on one religion. We picked Christianity, out of Buddhism, Hinduism, Islam and Judaism because its coverage is the largest within both countries.
The Top 6 Editorial Classifications for Media spotted as Religious > Christianity in both countries:
. Both have Society as #1 with heavy scores. . Both have Lifestyle, Politics, Human Sciences, Culture and Arts
. Only France has Medicine and Health
.Only USA has Education.
The chart above is from MarketingCharts showing the Top 10 Advertising Categories in Q1 2020 using Nielsen Worldwide data. MarketingCharts adds: “Figures show the percentage share of advertising spend across 21 countries: Australia; Belgium; France; Germany; Indonesia; Ireland; Italy; Luxembourg; Malaysia; Netherlands; New Zealand; Norway; Phillipines; Portugal; Puerto Rico; Singapore; South Africa; Spain; Thailand; UK; USA.”
What was written in the past 3 months
Knowing where ad dollars went from January to end March 2020, we decided to compare with our AI-powered classifications in the past 3 months (3/3-6/3) to gauge if there was a correlation. TrustedOut, at this point of its development, solely focus on the US and France.
Reminder: the goal of this post is to match numbers between what is spent and what is written.
1/ Matching Nielsen’s categories and TrustedOut’s taxonomy
The 10 categories from Nielsen, representing 72% of the ad budget spent in Q1 must be compared to TrustedOut’s taxonomy of 24 branches and 292 classifications.
We use this method of matching 2 taxonomies with large accounts so they can continue to use their own.
For this exercise, we asked our Head of Information and Editor in Chief to do the work.
2/ Editorial weights per country over a period of time
Each and every article is profiled to get its weight in the relevant classification (here’s how TrustedOut works).
59.6% Industries › Transportation › Air 40.4% People › Entertainment And Leisure › Tourism And Travel
3/ What is spent and What is written
The cumulation of those weighted classifications over a period of time gives the Editorial weights as shown in the table below
A dry run to demo capabilities.
We are comparing 2 different periods of time, January-March for Nielsen and March-May for TrustedOut and 2 different geos, 21 countries (including France and the US) for Nielsen, and 2, France and the US, for TrustedOut to showcase what can be read from this exercise.
Of course, we offer these analytics to customers with selected set of data.
72% bought vs 36-40% of what is written
Or, another way to say it, 60+% of what is written is NOT within 70+% of budget spent.
According to Nielsen, Food attracts 8.9% on Ad Spent but the Editorial Offer is only 1-1.3%.
Yes, we are talking ad revenues that have to do with page views. But when the discrepancy is so important it might be a good idea to boost exposure of those pages and since dollars are coming in, to have more pages to satisfy the demand.
… and Crowdy areas
To the contrary, Entertainment gets 7.5% of the budgets but has 12.4-14.6% of Editorial offer. Might be a good idea to switch to more ad-opportunistic classifications
An interesting case is the Top1: Healthcare. More than 1 USD over 10 spent on this Nielsen category. And, again, that’s for January-March 2020. In the past 3 months, TrustedOut measured 6.8-7.2% which high compared to normal times before Covid-19.
To gauge if this focus did last over time, we looked at the numbers for the past month (compared with past quarter):
+91% articles on Healthcare in the US. +53% in France.
Actions from here.
Our goal is to help make greater decisions with greater insights.
For Ad buyers: Be Nielsen in this example.
Contact us with customer budgets and let’s map the Editorial opportunities. Basically, you will replace Nielsen in this example and compare your numbers with ours, updated daily to optimize your ROI.
For Publishers: Get more inventory where budgets are.
Contact us with the projection you have on ad spent trends and let us map how to be best positioned in terms of inventory and competitive offering.
Let’s focus today on American Football Lovers and how TrustedOut can help Brand Managers.
Delivering a True Brand Consistency.
From the Quadrant:
1. Total Brand Safety
Brand Managers will want to totally secure their brand with a Whitelist made of their trust criteria:
Country is the US
AND Sources must cover Sports>Football (to broaden the number of media) over the past week (to ensure all classifications amongst the latest news)
AND Sources must cover Sports>Community over the same period of time
AND NOT be perceived as toxic
AND NOT be sensed as being politically extreme.
Corpus looks like this:
… representing 409 media with 845 sources and about 9,000 articles a day and 1.5M abstracts from the past.
Whitelist will be download or, even better, connected with a partner DSP:
This whitelist will drive the ad campaign to ensure, only media validated by the Brand Managers, will expose the brand.
2. Aligned watch and alerts
To make sure everyone within the company and partners are aligned and up-to-date with the targeted market, here Football Lovers, the Corpus will be modified like this:
Country is the US is replaced with Language is English for this watch
AND Sources must be dedicated to Sports>Football to narrow the coverage and watch the most important and dedicated ones.
AND Sources must be dedicated to Sports>Community over the same period of time
AND NOT be perceived as toxic
And removed the Political criteria to be aware of special treatments.
… representing 46 media with 57 sources and about 127 articles a day and 44.5k abstracts from the past.
This Corpus is download in the OPML format, ready to be imported in your favorite RSS Reader, Alerts, Newsletters tools.
3. PR Measurement
In this example, the Brand Manager wants his/her brand to be recognized in the Digital space. For that, he defines the perimeter where the brand must be seen and wants to make sure articles will be analyzed.
We will reuse the Corpus made for Whitelistings
And removed the Political criteria to be aware of special treatments
AND add Sources must also cover Digital Life OR Digital Tech
… representing 21 media with 27 sources and about 731 articles a day and 95.3k abstracts from the past.
One way from here is to download the list of articles in a CSV format and import those lists in Excel to add comments and scores for PR effort measurements
No matter how smart your analytics algorithm is, if you feed it with too few, too biased, too outdated, too broad… not only will you get twisted results from your genius algos but, worst, decisions made from it will be wrong and untrustworthy.
Trust your Corpus to Trust your Decisions.
We’ve shared 2 ways to build a trustworthy Corpus:
Criteria-based Corpus creation:
TrustedOut was made to get content corresponding to profiles you trust for a specific purpose.
Example-based Corpus creation:
These two last posts demoed how you can get more from a list of articles/URL.
The case: How, from a list of URLs, can I optimize my communication?
To preserve the confidentiality of those involved in this real business case, we will not share any name or URLs
In our exemple hereafter, the client, ACME Co., has compiled a list of article URLs related to its brand. We could use this list as is but ACME is also scoring every article with a popularity number made of mix of likes, retweets, comments…
All in all, we start with a list of URLs compiled by a client, with or without scores.
1. Editorial profiling for each URL.
For each and every URLs, TrustedOut returns the top editorial classifications.
2. Classifications/score weighting and taxonomy consolidation.
Per article, classification split and scores are weighted. Then, to align with the taxonomy, the 3 hierarchical layers are consolidated:
3. Tree Mapping learning.
We use Tree Mapping to get a visual of the table above.
Here are some key learning:
3.1 People #1. Priority to Political Engagement
People is the biggest classification branch and Political Engagement should definitely be a priority. For campaigns, PR and watch.
Interesting, as well, are 2 related classifications: Series in Culture and Arts and TV/Videos/WebTV in Entertainment and Leisure.
3.2 Then, is Politics. 3 major classifications echoing People’s Political Engagement.
Very interesting, to see, way above, Political Engagement in People first and then 3 classifications of the same stem, Politics from the General branch.
Public Services, Civil Defense and Government are totaling 38,500, that’s almost 95% of the People’s Political Engagement (40,800).
It becomes easy, to orient your communication to resonate on this insight.
3.3 Sciences is all about Medicine and Health. Don’t miss Pharmaceutical and Drugs.
Same stem, Medicine and Health, 3 classifications with 2 clear split in importance: Pharmacy and Drugs and then, Care and Fluid.
Clearly, Pharmacy and Drugs, bigger than each Politics and half of the top notch Political Engagement, should be a focus.
3.4 Industries: All about Healthcare. 2 top classifications.
Interesting to see top 2 are, by far, Hospital and Clinic and Pharmaceuticals, both in Healthcare. 3rd and far behind is Manufacturing and Retail > Tobacco.
Interesting insight as well is to see the Industries > Medicine and Health > Pharmaceutical being half of Sciences.
Sciences first, then Industries helps with the agenda of your communication and branding efforts.
Bottom line: Focus on People and Sciences, knowing what to talk about for each.
Use the following insights for your communication, ad campaign, PR effort, Internal/External engagements…
> Tone: People and Sciences first.
> Address People’ Political Engagement knowing the 3 matters in Politics
> Approach Sciences’ Pharmaceutical and Drugs and develop on Healthcare.