OpenAmplify recently announced research which showed that by using the company's semantic technology, it was able to discover engagement levels for certain brand ads - such as Audi ads after the Super Bowl, in this case. Read the release.
Mark Redgrave, CEO of OpenAmplify, discussed the findings with AdExchanger.com.
AdExchanger.com: Are brands such as Audi requesting this information from OpenAmplify, yet? How is your semantic technology critical here?
MR: No. We ran the research out of general interest. Semantic technology is able to tell us how engaged people are, and what topics they are engaging in. We understand the conversation that is occurring - what people like and dislike, and their actionable and emotional engagement to the ads and how it compares to the brand.
It's interesting that your data speaks to attribution modeling and ROI for brands. Can you see OpenAmplify's data used for this purpose? Any plans to productize?
We are proving that the OpenAmplify semantic platform can power the next generation of intelligent applications that deliver unique and valuable insights. We are running projects for agencies and brands in both U.S. and U.K., which we hope to announce soon.
How do you translate engagement given the context of the site? For example, people might be more prone to talk about a car ad on a car buyer site.. but if they talk about it on Facebook - that could be more or less valuable depending on any number of factors.
True, although in the current state of the industry, brands want a big picture first to get a better sense if they are resonating with consumers overall. In this example, we wanted to establish a benchmark for comparison. We decided to track reactions and engagement across the major social media platforms because that is where most brands and clients are focused. We track how the reactions spread in various channels and also how the brand is being talked about. "What's happening to my brand on Twitter? Or Digg? Or YouTube?" By concentrating on these, we are satisfying the focus of the brand majority.
By John Ebbert