Amplify Aids Social Media Monetization with Semantic Technology

Issue 16 is about a semantics technology company called Amplify that provides Natural Language Processing (NLP) solutions for customers who want to understand and better target advertising to online content.

What's this all about?

Mark Redgrave, CEO of Amplify, believes there are two main problems with social media and advertising;

1. Brand safety
2. Monetizing social media

This is because the content in social media is unregulated, making brand advertiser's hesitant to advertise in such uncontrolled and unmonitored spaces. What Amplify does is intercept the content (i.e. every word on a page!), by reading it, understanding it, then analysing the meaning of it to provide insights to advertisers, which will help determine if the advertising space will be effective.

For example:
There's an article on SoHotRightNow! that is about Optus. But, what does it say about Optus? Is it good? Is it bad? With Amplify's semantic technology, it is possible to understand the meaning of the content and provide advertisers with advice on whether Optus or even a competitor should advertise in that space or not.



What is the opportunity for Telcos?

• Greater insights into where online advertising should be positioned means more cost effective advertising dollars and greater click through rates.
• Greater insights into how the market is responding to your brand and competitors. This may lead onto better advertising campaigns so that they respond to customer sentiments.
  

Trackback to Beet.TV

Related articles by Zemanta

• Australian carrier Optus launches mobile ad strategy (andrewgrill.com)
• Marketers still experimenting with social ads (vator.tv)