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!

 

 

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Published by

Freddy Mini

CEO & Co-founder