How brands are using 'talkability' to get involved in the 'big discussion'

Brands are semantic target, and predictive algorithms to calculate where best to buy media, and discover audience crossovers

In the myriad content, discussions and debates that is digital media, brands need to equip themselves with the best insights at their disposal if they are to successfully communicate, especially in the potential powder keg of social media.

Advertisers such as WPP’s Xaxis, OMG and Horizon Media (whose collective client roster includes brands such as Weight Watchers, WWE and The History Channel) are now looking into doing so. They are doing it by taking advantage of a pairing between keyword targeting firm GrapeShot and Blab (an outfit whose algorithm helps forecast online conversations) to increase their share of audience attention.

This partnership takes shape in the UK-based company’s Grapeshot Predicts (powered by Blab) offering. This probabilistic forecasting tool identifies content where audience engagement is deepest, such as likely trending keywords, and then gives advertisers the ability to target media inventory. Plus, it also forecasts what, when and where audiences are going to search, read, and watch, up to 72 hours in advance. This creates 'talkability' to use the parlance of GrapeShot.

For instance, on the morning of June 7, ‘Cristiano Ronaldo’ (a soccer superstar who plays for Real Madrid and Portugal) became a trend in the Game of Thrones conversation online after a main character in the popular TV series made a ‘threat,’ according to Grapeshot data. It then used its prediction tool to help advertisers target second-screeners with ‘Cristiano Ronaldo’ to take advantage of the crossover between a live sports superstar and a blockbuster TV show.

In addition, GrapeShot tells of another pop culture crossover occurred on June 8 when fans of The Bachelorette and the NFL joined discussions about trending terms like ‘Ben Roethlisberger’ and ‘Ochocinco’ that were predicted to grow.

Steve Katelman, EVP of Global Strategic Partnerships at OMG, adds: "With a lot of noise and clutter in the media-buying industry, we appreciate seeing data partners come together and combine their expertise to deliver an innovative solution."

Donnie Williams, chief digital officer at Horizon Media, has this to say: "Applying predictive data to a live audience strategy gives our campaigns an edge and puts them in the forefront of something before it peaks, tying our targets to interesting or surprising trends.

Williams also said it can also help advertisers discover something they may like, and never knew existed. “These insights ultimately give our teams the leverage to create more effective and authentic advertising campaigns," he adds.

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