The Emotional Context
Beyond Keywords
Today we were discussing how our technology will add value to a large ad network. The fact that value would be created has always been obvious to me but describing 'why' we are able to add value had been a bit of a challenge. Today Morris summed it up nicely by saying, "Advertisers may inserts their messages into an emotional context."
We all had a good laugh as we were surfing through some of the ad placements we were finding on publishers' websites. "No wonder nobody clicks on ads." "No wonder I don't even realize they are there." Targeting ads based on demographics, broad topics, and keywords leave a lot of room for improvement.
Imagine you are an advertiser and are able to insert your message/ad/offer into context- when you know the context is positive and referring to your brand or inserting your message/ad/offer when you know the context is about your competitor and is negative or knowing the context is about a 'very cool' product and being able to associate your brand with that 'cool' context.... That's emotional context.
While helping an ad network increase its effectiveness would be a big business- we plan to create an even more valuable business with a consumer offering. We'll unveil a preview in January...
