{"id":317597,"date":"2020-07-07T04:00:00","date_gmt":"2020-07-07T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/brand-suitability-cose-e-perche-e-importante\/"},"modified":"2024-11-12T16:57:43","modified_gmt":"2024-11-12T16:57:43","slug":"brand-suitability-cose-e-perche-e-importante","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/brand-suitability-cose-e-perche-e-importante\/","title":{"rendered":"Brand Suitability: cos&#8217;\u00e8 e perch\u00e9 \u00e8 importante"},"content":{"rendered":"<div>\n<p><strong>Elisa Lupo, Managing Director Italia di IAS<\/strong>, \u00e8 stata intervistata da Engage sull&#8217;importanza della Brand Suitability per le aziende, elemento fondamentale che impatta direttamente sulla comunicazione. Apparire accanto a contenuti \u201csicuri\u201d non \u00e8 sufficiente, questi devono essere anche &#8220;adatti&#8221;, \u00a0ovvero su misura per uno specifico brand. Per questo nel mercato, accanto al concetto di <a href=\"\/it\/insider\/glossario-sulla-brand-safety\/\">brand safety<\/a>, si sta facendo strada questo nuovo termine, destinato a diventare presto parte del linguaggio quotidiano del mondo della pubblicit\u00e0 digitale: la Brand Suitability. Noi di IAS abbiamo dedicato anche una <a href=\"\/it\/insider\/brand-suitability-su-misura\/\">guida pratica sulla Brand Safety &amp; Suitability<\/a>.\u00a0 Di seguito l&#8217;intervista di Elisa Lupo pubblicata da Engage.<\/p>\n<p><b>Elisa, nel mercato si parla tanto di Brand Safety ma ancora poco di Brand Suitability. Cosa c&#8217;\u00e8 dietro questo termine e perch\u00e9 \u00e8 importante per le aziende?<br \/>\n<\/b><br \/>\n\u00abLa brand suitability \u00e8 l\u2019evoluzione da ci\u00f2 che \u00e8 considerato sicuro (per tutti) a ci\u00f2 che \u00e8 adatto, appropriato per quel brand, quel prodotto specifico in quel particolare contesto. La brand suitability utilizza tecnologie semantiche cognitive. Ricorda che mentre le keyword potrebbero essere presenti in tutti i titoli di notizie, ci sono modi migliori e sempre pi\u00f9 popolari per applicare la brand suitability. La tecnologia cognitiva semantica consente ai marketer di individuare i contesti e il sentiment che portano risultati in modo pi\u00f9 efficace. Questa non \u00e8 solo una forte espressione dei principi del libero mercato usando la tecnologia per capire cosa funziona meglio, ma apre ai marketer una maggiore inventory che alcuni si sentirebbero altrimenti insicuri nell\u2019acquistare.<\/p>\n<p>Pertanto, la brand suitability va ben oltre l&#8217;applicazione delle keyword. Se utilizzate da sole, le parole chiave non rappresentano una strategia a tutto tondo, piuttosto fanno parte della strategia e possono essere utili per mitigare rapidamente i disallineamenti di annunci e destinazioni di contenuto. Andare oltre le keyword, con una strategia globale e articolata di brand suitability, offre ai marketer l&#8217;opportunit\u00e0 di entrare in sintonia con i consumatori in modo ponderato e appropriato, con impatti minimi su reach e scalabilit\u00e0. In questo senso, IAS si impegna a fornire le <a href=\"\/apac\/insider\/brand-safety-and-suitability-measurement-for-youtube\/\">migliori soluzioni tecnologiche<\/a> per l&#8217;intero settore. Man mano che il mondo si adatta al Coronavirus e oltre, rimanere informati sui fatti andr\u00e0 a beneficio della salute generale dell&#8217;ecosistema digitale\u00bb.<\/p>\n<\/div>\n<div><\/div>\n<div>\n<p>Per leggere l&#8217;intervista completa clicca <a href=\"https:\/\/integralads.com\/it\/\">qui<\/a>.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Elisa Lupo, intervistata da Engage sull&#8217;importanza della Brand Safety e Suitability  elemento fondamentale che impatta sulla comunicazione delle aziende<\/p>\n","protected":false},"author":59,"featured_media":296539,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[523],"tags":[545],"class_list":["post-317597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-it","tag-intervista"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - 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