{"id":301174,"date":"2021-03-10T05:00:00","date_gmt":"2021-03-10T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/context-and-sentiment-analysis\/"},"modified":"2025-01-30T12:08:38","modified_gmt":"2025-01-30T12:08:38","slug":"context-and-sentiment-analysis","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/","title":{"rendered":"Brand sentiment analysis: Why positivity alone is no longer enough"},"content":{"rendered":"

\"Context<\/em><\/p>\n

This article is written by our EMEA MD, Nick Morley and was originally published in Marketing Tech News.<\/a><\/em><\/p>\n

Have you been using tailored, brand-specific optimisation that detects the true context and sentiment of a page to precisely and accurately classify content? You\u2019re not alone.<\/p>\n

Last year saw an industry evolution from brand safety to brand suitability. Born from the need of more nuanced brand stewardship, this move was accelerated by a massive uptick in digital engagement from consumers and a shifting news agenda that made it even more important for each brand to direct spend towards the most suitable environments. The impact this made on brand risk levels were clear \u2013 with the latest Integral Ad Science (IAS)\u00a0Media Quality Report\u00a0<\/a>showing a global fall in ads appearing beside inappropriate content between H1 2019 and H1 2020.<\/p>\n

But alignment with page-level context and sentiment is only stage one of the brand suitability journey. To reach the next phase, brands must embrace emotional classification.<\/p>\n

Why emotion?<\/h3>\n

Emotion is nothing new in advertising. Brands have long aimed to go beyond simply educating and persuading consumers by tapping emotional triggers that influence their decisions. From ads\u00a0openly promising happiness<\/a>\u00a0in the late 1800s to subtler modern campaigns that seek to create it \u2013 see\u00a0Cadbury\u2019s drumming gorilla<\/a>\u00a0\u2013 and the now institutional John Lewis Christmas ad, the advertising industry has a rich history of harnessing feelings to forge a connection.<\/p>\n

Context is recognised as central to creating the desired emotional response. When research shows\u00a0more than two-thirds<\/a>\u00a0of UK consumers say how they perceive ads is impacted by the surrounding content, it\u2019s widely understood that choosing digital placements with care is essential to spark the right kind of reaction and outcomes.<\/p>\n

Striving for relevancy, however, is a broad goal; and one that\u2019s not necessarily refined enough to optimise ad resonance or effectively safeguard brands. To secure maximum outcomes and suitability, brands should enhance their ability to understand the mood associated with any content.<\/p>\n

Dialling emotive advertising up a level means taking emotional classification further. As well as assessing the suitability, relevance, and sentiment of content in line with their unique offering and values, brands need to dig deeper into the emotions it conveys. In doing so, they will not only enable better ad targeting \u2013 thereby increasing the likelihood of strong audience connection \u2013 but also secure maximum context control and protection.<\/p>\n

Taking emotive advertising to the next level<\/h3>\n

It\u2019s one thing to say a piece of digital content is positive but determining whether it\u2019s focused on love or humour is something else. The same is true at the opposite end of the scale; with fear and anger both considered negative, yet still very different and sometimes effective emotions \u2013 think charity ads placed alongside shocking or tragic content to push a call-to-action. Once again, the key factor here is context. Being able to steer towards or away from content based on its positive or negative nature is valuable for guiding decisions about the type of messaging brands should use. But when it comes to selecting which specific environments to target, more detail is required.<\/p>\n

Vital to achieving this is a granular understanding of the emotion behind each word; and for those who thought semantic technology was only about context and wider sentiment, this is where the good news comes in. When powered by vast knowledge graphs, the advanced contextual barometers brands have come to rely on can map words to potential meanings in all the given context, giving a precise emotional reading.<\/p>\n

How does the tech work?<\/h3>\n

Human language is extremely complicated, but tech innovations are making it easier to navigate. There are now smart tools that have developed huge semantic networks covering all 500,000 concepts of language and the relationships between words, in addition to diverse emotional contexts linked to more than 60 grades of human emotion.<\/p>\n

Using contextual catalogues, the text from any page can be used to produce a bespoke knowledge graph; simultaneously detecting the real meaning of every word it contains and identifying associated emotion. Another integral part of this evaluation is a combination of machine learning and sophisticated technologies \u2013 natural language understanding and semantic analysis \u2013 that allows for human-like comprehension: such as the capacity to immediately spot the difference made by small linguistic variations, from changes in tense right down to the use of a full stop.<\/p>\n

What all of this delivers for brands is comprehensive real-time intelligence that enables precise ad matching for multiple contextual factors including emotion, at scale. For example, instead of setting the parameter of \u201cpositive sentiment\u201d for a Valentine\u2019s Day campaign, brands would be able to apply in-depth analysis that assesses different emotions tied to the romantic event, ensuring ads appear alongside content that will reach consumers likely to be interested in gift options, while avoiding potentially harmful placements.<\/p>\n

Establishing brand suitability as a new gold standard is a major step forward for the industry. By stepping away from binary brand safety measures, brands have gained access to numerous high-quality environments that are not only safe, but also suitable. Yet, many brands are still framing ad campaigns around emotional classifications that aren\u2019t granular enough to keep their reputations or consumer relationships secure. It\u2019s time to start exploring the wider capabilities of semantic technology and introduce deeper emotions into suitability strategies.<\/p>\n

Explore the IAS Power of Context research here<\/a> to understand how contextual targeting can be an effective targeting tool in the cookieless world.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

This article is written by our EMEA MD, Nick Morley and was originally published in Marketing Tech News. Have you been using tailored, brand-specific optimisation that detects the true context and sentiment of a page to precisely and accurately classify…<\/p>\n","protected":false},"author":1,"featured_media":294092,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,285,287,290,272],"tags":[],"class_list":["post-301174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-contextual-targeting-uk","category-featured-uk","category-insights-uk","category-research-uk"],"acf":[],"yoast_head":"\nBrand sentiment analysis: Why positivity alone is no longer enough<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand sentiment analysis: Why positivity alone is no longer enough\" \/>\n<meta property=\"og:description\" content=\"This article is written by our EMEA MD, Nick Morley and was originally published in Marketing Tech News. Have you been using tailored, brand-specific optimisation that detects the true context and sentiment of a page to precisely and accurately classify...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-10T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-30T12:08:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Brand sentiment analysis: Why positivity alone is no longer enough\",\"datePublished\":\"2021-03-10T05:00:00+00:00\",\"dateModified\":\"2025-01-30T12:08:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\"},\"wordCount\":920,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg\",\"articleSection\":[\"Brand Safety & Suitability\",\"Contextual Targeting\",\"Featured\",\"Insights\",\"Research\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\",\"name\":\"Brand sentiment analysis: Why positivity alone is no longer enough\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg\",\"datePublished\":\"2021-03-10T05:00:00+00:00\",\"dateModified\":\"2025-01-30T12:08:38+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg\",\"width\":760,\"height\":760},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Brand sentiment analysis: Why positivity alone is no longer enough\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\/\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Brand sentiment analysis: Why positivity alone is no longer enough","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/","og_locale":"en_US","og_type":"article","og_title":"Brand sentiment analysis: Why positivity alone is no longer enough","og_description":"This article is written by our EMEA MD, Nick Morley and was originally published in Marketing Tech News. Have you been using tailored, brand-specific optimisation that detects the true context and sentiment of a page to precisely and accurately classify...","og_url":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/","og_site_name":"Integral Ad Science","article_published_time":"2021-03-10T05:00:00+00:00","article_modified_time":"2025-01-30T12:08:38+00:00","og_image":[{"width":760,"height":760,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg","type":"image\/jpeg"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"Brand sentiment analysis: Why positivity alone is no longer enough","datePublished":"2021-03-10T05:00:00+00:00","dateModified":"2025-01-30T12:08:38+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/"},"wordCount":920,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg","articleSection":["Brand Safety & Suitability","Contextual Targeting","Featured","Insights","Research"],"inLanguage":"en-gb"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/","url":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/","name":"Brand sentiment analysis: Why positivity alone is no longer enough","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg","datePublished":"2021-03-10T05:00:00+00:00","dateModified":"2025-01-30T12:08:38+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/APAC_Power_Of_Context_insider_tile.jpg","width":760,"height":760},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/insider\/context-and-sentiment-analysis\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"Brand sentiment analysis: Why positivity alone is no longer enough"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/comments?post=301174"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301174\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/294092"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=301174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/categories?post=301174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/tags?post=301174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}