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BizReport : Trends & Ideas archives : May 31, 2013

General Sentiment offers additional matching targets

New from General Sentiment - additional layers of analysis to better match audience members to brands and products. For the General Sentiment MediaMatch platform, the upgrades match audiences based on discussions from both the audience and industry sectors.

by Kristina Knight

MediaMatch offers analysis of audience interest and social affinities so that media planners can create stronger buying cycles.

"General Sentiment bridges the gap between what planners and their clients think versus consumer reality," said Jim Porcarelli, Chief Strategy Officer of Active International. "It's sometimes hard to be objective when approaching a planning or buying strategy as everyone has a distinct point of view. General Sentiment provides a clear consumer reality."

In the audience targeting space, deeper analysis can spell the difference between an engaged and interested consumer and an engaged and converting customer. With the additional matching layers, MediaMatch can pair audience members with content and distribution outlets.

"The new MediaMatch upgrade is really exciting," said Pete Moran, CEO of General Sentiment. "When we announced MediaMatch this time last year, we committed to expanding across multiple media sources. So, now our clients have a broader and deeper tool available to better plan, buy or sell ad inventory. This release makes General Sentiment the only company with a firm footing in both digital intelligence analysis and audience engagement."

From a publisher's point of view, the upgrades may make it simpler to sell unsold inventory - and to lessen the amount of unsold inventory sitting on a website. Because of deeper audience measurements, advertisers and media buyers can be certain that their ads will land with the right consumer at the right time.

Image via Shutterstock

Tags: advertising analysis, audience segmentation, General Sentiment, online advertising

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