Posts by Dave Hills

Are you planning on attending Semantic Tech & Business Conference here in San Francisco? If you are in town, or if you are already headed to the conference, I am excited to invite you to a great pannel discussion with myself, Tom Reamy (KAPS Group) and Mike Lazarus (Atiego, LLC), discussing how brands can leverage emotional semantics to capture their target consumers.

Emotional Semantics: Beyond Sentiment
Tuesday June 5, 2012
10:30  - 11:15 am
Plaza A (Hilton Hotel, San Francisco)

Consumers have an array of emotions when talking about brands online, and we need a better way to understand and leverage these varying emotions when connecting with consumers online.  This discussion will cover ways that brands can use emotion to better connect with their target consumers, as well as how page-level analysis can help brands discover nuanced understandings of their customers.  A few key take-aways include:

• How to use emotion and/or appraisal taxonomies
• How to use context analysis to get a nuanced understanding of the sentiment of words and the words that surround them
• Emotion as expressed in Voice Signals
• Neural network approaches

I look forward to bringing Twelvefold’s unique perspective to the table and discussing how brands can gain an in-depth understanding of the emotion and motivations of their target consumers, without the use of categories or fixed taxonomies. 

Hope to see you there!

Today, I’m pleased to announce that Twelvefold has launched Spectrum for Video™, in beta. This new offering expands the reach of Spectrum from within online and mobile content, to now include audiences consuming video content.

While traditional video advertising is purchased via category or channel, Spectrum for Video™ finds and ranks the most relevant, influential individual videos through analysis of its MRSS data. The platform focuses on pre-roll and display ad opportunities across precisely matched video content, enabling brands and advertisers to increase engagement and  and improve ad experiences.

With video advertising projected to grow 40% in 2012, we are excited expand our ability to help clients engage audiences across the most important formats and devices—video, mobile and online. If you are interested in learning about the growing video landscape, or discovering how video level targeting increases engagement for your target audiences, we invite you to learn along side of us.

For more information contact us at sales@twelvefold.com.

I’m pleased to announce that I will be joining Tim Jenkins (4INFO) and Tim Waddell (Adobe) as a panelist at ad:tech San Francisco, for an interesting discussion lead by New York Times reporter Charles Duhigg on behavioral targeting.

As marketers continue to struggle to find the best way to reach their target consumer, behavioral targeting has proved to be a mixed bag: while privacy concerns and cookie-related issues still remain a pervasive reality, behavioral targeting still remains one of the common methods brands utilize to emotionally engage with their target consumers.

If you’re planning to be at ad:tech, this should be a great panel about the state of behavior targeting. If you haven’t signed up yet, you can use this code – SPKRGUESTMY25 to take 25% off a conference pass.

Behavioral Targeting: Still Here … And Here’s Why
Wednesday, April 4, 10:15am – 11:15am

For all the backlash against behavioral targeting, marketers are still reportedly spending upwards of $xxx billion annually on campaigns that target users based on cookies, IP addresses and past online behaviors. That’s because behavioral targeting helps eliminate media waste and cut through the digital clutter. But can behaviorally-targeted campaigns be less “creepy,” more user-friendly … and perhaps, even highly creative? In this session, you’ll see examples of brands that are using a winning blend of behavioral targeting tactics and thought-provoking creative to find, reach and convert their chosen audience segments. Expect to come away with some strategies and tactics that incorporate social, mobile and even offline data to leverage the full potential of behavioral targeting.

Key Takeaways:

• Learn how to create a custom audience segment from the standard “buckets” that most behavioral targeting companies offer
• Discover how to couple behavioral targeting with mobile and social data to increase campaign performance
• Be inspired by behavioral campaigns that are driven by compelling creative

It’s official:  Spectrum has gone mobile.

In yet another industry-transforming development, Twelvefold Media has announced the introduction of Spectrum for Mobile—a new advertising product that brings the relevance and insight of our online targeting capabilities to the mobile environment.

Early indications are that advertisers and brands will flat out love this new product, as it leverages the power of our Spectrum platform in the rapidly growing mobile ad space.

Unlike traditional mobile ad solutions that typically target audiences by category (e.g., nutrition), Spectrum for Mobile is far more precise and targets audiences seeking more specific content (e.g., easy-to-make, healthy snacks for kids that contain whole wheat).

As with all our solutions, Spectrum for Mobile is built around the concept of content relevance, influence, authority, and consumer mindset—down to the specific page level.

The result? An unprecedented level of targeting that connects brands with consumers and delivers ads that speak directly to what they’re looking for.

And now, with online traffic from mobile devices at an all-time high, Spectrum for Mobile further enables advertisers to place the right ad, in the right place, at the right time.

We’ve created the following video demo with more detail.  And of course we’re always available for a walkthrough and to answer questions directly at sales@twelvefold.com or by phone 415.913.2600.

It’s a great feeling to sit here and type, “You asked for it. We delivered.”

Earlier today, Twelvefold Media introduced the Mindset Index —our latest product to help brands and advertisers optimize their online strategies.

Working closely with our customers in recent months, we’ve learned they want to better understand the intent and motivation of their target audiences. By all accounts, the Mindset Index delivers.

The Mindset Index analyzes the 12 most common intents of online audiences, such as “looking to shop,” “deal seeker,” or “expert advice seeker.” Knowing what consumers are trying to learn or accomplish helps brands and advertisers deliver more relevant, creative messages to drive action.

Furthermore, the Mindset Index enables advertisers to execute strategies in real-time. With the Mindset Index, advertisers can determine the most effective ad based on the audience’s current perception of their brand, and even adjust ad delivery as those perceptions shift. In essence, advertisers are able to target specific audiences with more intelligence and greater precision.

We’re extremely excited about delivering on our customer’s feedback and introducing this innovative technology. I encourage you to read our press release announcing the Mindset Index , which further explains how it works—and how it will transform the industry.

I’m pleased to announce the promotion of four, key team members to Vice Presidents. Each has excelled in leadership and demonstrated commitment to delivering exceptional results for our clients:

Julia Briggs Parsons, Vice President, Product
Chris Verzello, Vice President, West Coast Sales
Milena Talavera, Vice President, Engineering
Brian Mcallister, Vice President, Revenue Optimization

Julia, Chris, Milena and Brian’s contributions are felt at all corners of our company. Their knowledge, talent and dedication will continue to propel us forward in 2012 and beyond.

The formal announcement is here. Over the next few days we’ll be sharing more information about them and what they do at Twelvefold Media.

I’m pleased to announce that BuzzLogic has changed its name to TwelveFold Media. What began as a social media monitoring company in 2004 is vastly different today—one focused on emotive-based advertising. Read the full press release here.

While many key, intelligent elements of the original tech are built into its platform, we have evolved the business model over the past several years to serve brands and agencies.

Upon releasing emotive-based advertising platform “Spectrum” two weeks ago, we decided it was time for a fresh start with TwelveFold Media as its name, leaving behind any remaining industry misconceptions.
Twelvefold Media will be led by the same management team, which will continue delivering unsurpassed solutions and service. As always, we look forward to best serving you in the rapidly evolving world of digital media.