A New Way to Optimize Campaigns with User-Sentiment Scores in Real-Time

Christine Göös

Marketing

 

A new collaboration between Smartly.io and BrandBastion offers unprecedented opportunities for advertisers to optimize campaigns in real-time using a variety of user signals aggregated into a single metric, the PIM™.

In our last blog post, we introduced a new metric we launched together with BrandBastion, the PIM™, which branding advertisers will now have access to through the Smartly.io platform. The PIM™ can be used to measure performance of ongoing branding campaigns in real-time, taking into account a variety of user signals, and is closely correlated to the “brand favorability” metric in brand lift studies.


In this blog post, we explore how this metric can be used not only to measure performance of campaigns, but also optimize them in real time. This optimization channels budget towards ad variations that audiences are responding well to, and decreases budget for ads that audiences favor less. This could result in more effective spending of millions of dollars of branding investment.


Currently, our AI-driven ad optimization platform is built for predictive budget allocation and customizable optimization rules and triggers. This new collaboration with BrandBastion adds on another layer of optimization based on how ads are performing in terms of brand favorability.


How the Optimization Works


Each individual ad post is assigned a PIM™ (Positive Interaction Metric) score, which takes into account all audience interactions on an ad, from reactions to user tags and comments. (To learn more about how the PIM™ is weighted, see our previous post in this series.) Budget for the campaign can automatically be allocated towards ads with higher PIM™ scores (above a certain threshold, depending on industry and use case).


Through this automation, budget can be channeled towards ads that will most likely lead to higher increase in favorability. This is evidenced by correlation between the PIM™ and the “brand favorability” metric from brand lift study results (see our previous post for more details on this case study). This “brand favorability” KPI and definition reflect one of the core measurable dimensions of the PIM™, which is: “How well is the content being received?”


With this automation in place, advertisers can maximize the results of their ad campaigns, knowing with greater certainty that any awareness and engagement received on their campaigns is positive awareness and positive engagement.


Peace of Mind through Paid Social Insurance

In addition to maximizing results through boosting the right ad creatives, this automation also automatically decreases budget for ads that are less favored by audiences. If the PIM™ score on an ad variation drops too low, past a certain threshold, then not only does the budget get decreased but the ad gets paused automatically.


This allows advertisers to go in and check the comments and reactions on the ad to understand what is causing the dip in favorability, and to address any potential issues while the campaign is still running.


Benefits of Optimizing Based on Real-Time User Feedback


By tracking PIM™ while campaigns are live, advertisers can optimize their campaigns in real-time, and additionally determine based on ongoing user reactions, if the target audience is more likely to favor the content or not. The benefits of doing this include:


  • Increased positive brand awareness and favorability: Pick up on the early emotional signals your audience is sending and optimize for maximum positive reach.

  • Budget allocation towards the right content: Use user reactions to adjust budget allocation for campaigns while they are in-flight to deliver the content that most resonates with your audiences.

  • Brand protection: This solution also works as a safety mechanism, by decreasing budget or completely pausing any ad creatives that generate high negative reactions, preventing potential social media backlashes or crisis with content that does not resonate well.

  • Creative testing: Use our testing tools to split up the audiences into multiple mutually exclusive segments and learn from differences in PIM scores.

Are you interested in implementing this solution for your next branding campaign? Take the first step to branding smartly - contact your Account Manager today!