Advertisers are interested in finding the key to connecting with what consumers are thinking and feeling. Why? Consumers are increasingly expressive online but also quicker to dismiss brand messages that lack relevance to their interests. Emotion drives consumers to act, and advertisers know they must understand this sentiment to drive engagement.

Today’s online advertising real-time capabilities enable brands to deliver messages valuable to the audience at the very moment they’re consuming content, such reading a blog post or online news article. Content creates an emotional response with its reader, and brands can create a better ad experience and connection with an audience by matching creative ad messages to content that has meaning to the reader, in real-time.

But content is fluid and constantly changing, as is the location and intent of target audiences, which is where technology such as Spectrum enters the picture. For example, we can see the actual URL as content is curated, score it, know if that particular page is relevant to the brand’s target audience, and even the reader’s potential intent.  With an understanding of content, the environment, and emotive state of the reader, marketers can develop creative campaigns with conditional triggers to drive audience engagement and action.