Sentiment Analysis: Every Cloud…

by Jacqui Wallis Illuma

Sentiment analysis is used by digital marketers to evaluate the tone of online content as positive or negative using a scale that ranges from -100 (extremely negative) to 100 (extremely positive). Sentiment analysis is undertaken by AI with natural language generation capabilities that scour vasts amounts of data to determine the reception of content.

The field of AI is becoming increasingly advanced meaning that sentiment analysis is a reliable tool for many digital marketers and plays an important role in providing insights that inform their daily tasks.

Sentiment analysis allows for real-time analysis of customer perceptions and can be tied into your programmatic advertising. It can help identify contextual ad targeting opportunities by pinpointing the right time or space to place a highly relevant ad.

Typically, marketers employ a strategy of steering clear of placing their ads alongside any form of negative content for brand safety reasons. It lowers the risk of being associated with negative content and helps defend brand values.

However, over the last couple of weeks, illuma’s data insights team has discovered that there is one type of negative content that can actually boost performance – negative content about your competitors!

In a recent campaign for a luxury airline, illuma found a high number of conversions coming from content relating to the struggles of competitor airlines, whether that be delays, cancellations or just bad customer experience.

Further analysis of the content revealed that the sentiment score was -28.4 per cent proving that consumers are driven to engage with a brand not just because of its own virtues, messaging and targeting but perhaps also because of the pitfalls and drawbacks of its competitors.

Keen to learn more, our team dug into more data and found that this was not a one-off. We found a similar story in a campaign for a personal loans company, where content relating to users’ bad experiences with competitors drove significant numbers of conversions.

The placement of ads near negative content is normally a practice that marketers avoid, as it eliminates the risk of becoming associated with any undesirable content.

It can, however, have hidden benefits. Negative content about your competitors can be used as an opportunity to highlight the superior and positive aspects of your own brand.


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