BuzzLogic is pushing the philosophy that reaching customers is a matter of using content that encourages the right emotional mind-set. With that in mind, they have launched a new tool called Spectrum which delivers page-level ads in real time which are based on the emotional effect the content is expected to have on the audience.
“There are three things we know about a page of content,” said Dave Hills, BuzzLogic’s CEO. “How influential it is, how authoritative it is, and, most importantly, we understand—and the thing that we’re most focused on—the emotional connection that’s made between a piece of content and a reader.”
Most ad platforms look to reach target audiences through content verticals like autos, health, or technology, but BuzzLogic says that emotional weight isn’t taking into consideration. For instance, if there’s a sports story on ESPN, the emotions of the audience could be different if the story is about a victory, a defeat or an athlete being arrested.
“Being an ex-agency guy, the challenge I always faced was there were always two sides of analytics that I had to work on and they were very disconnected. There was the research and consumer insights that powered the planning product—getting to understand your consumer, getting into their minds, figuring out how do you excite the consumer based on the brand value proposition and who they are,” said John Donahue, BuzzLogic’s CTO. “But once that plan is baked, it went to the buy side, and it was extremely disconnected . . . It’s really just about buy optimization.”
BuzzLogic seeks to look at how a web page factors into a brand or campaign’s goals, like using Spectrum to find appropriate places for hybrid-car ads. The client can search for topical terms and appropriate phrases, uncovered using a cognitive analysis to uncover the word associations representative of the desired mind-set to make sure that the ads conform with the emotions of the page they’re displayed on.
“If brands are going to actually do branding online, they’re going to have to really have a very deep understanding, at a page level, of relevance—and we think that relevance is defined through influence, authority, and understanding the emotional connection that piece of content makes with its audience,” Hills said. “And since it’s a real-time world now and since the consumer is in total control of the media experience, we build this system to address this at the page level and in real time.”