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  • This is an ad for the 2018 Camry that Toyota published on Twitter.

  • They also published this one.

  • And this one.

  • For this one campaign, Toyota released 83 different versions of the same ad, and every

  • version targeted different users -- not based on their gender or their age, their political

  • affiliation or their location.

  • The ads targeted users' emotional states through their emojis.

  • A targeted ad is where a company shows their ads to only certain kinds of people, certain

  • people who are more likely to buy their products or like their message.

  • That's why as someone who creates videos just like this one, I see ads for Adobe's

  • video-making products in my Facebook feed.

  • But in 2016, Twitter began giving advertisers access to emoji data like who is posting what

  • and when and which emojis are the most popular.

  • That is totally unique compared to advertising before this.

  • Emojis have an emotional context paired with them and that lets advertisers better gauge

  • the feelings expressed in people's tweets.

  • With emoji targeting, every highly tailored ad would be triggered by the emojis a user

  • would post, in real time.

  • Tweet a pizza emoji and Domino's would reply with a coupon.

  • Tweet any emoji at Google and get a handy link for the top search results on their platform.

  • Tweeted a heart eye emoji today?

  • Well, Toyota might determine that you're feeling positive and serve you this ad while you're

  • in that feel good mood.

  • Some emojis are pretty obvious right.

  • Smiley face, I'm happy.

  • Frowny face, I'm sad.

  • But you know there's a bunch of emoji which are much more -- the line's much more fine

  • between what that person is actually feeling or thinking at the time.

  • For those emojis that express more ambiguous emotions, advertisers can use artificial intelligence

  • to predict if an emotion is used in a positive negative or neutral context.

  • Let's look at Toyota again.

  • In January of 2017, Donald Trump tweeted a major criticism of the company for planning

  • to build a plant in Mexico.

  • After that tweet was posted, the number of social media posts about the automaker spiked.

  • But if you look at this chart, you can see how people felt about Toyota not just how

  • much they talked about it.

  • Right after Trump's comments, the percent of negative posts spiked when compared to

  • positive posts about the company.

  • For an advertiser, knowing how people are feeling is immensely valuable, and they can

  • target consumers with positive feelings and avoid those with more negative ones.

  • Emojis are just one more tool for advertisers to assess people's emotions.

  • The idea is that if the advertisers are using it effectively we're going to see more relevant ads.

  • But regardless of how relevant those ads are, the process is never going to be

  • fully transparent.

  • As a consumer it's difficult if not almost impossible to tell what information a marketer

  • is using to target you.

  • Most advertisers argue that tracking the emojis you use is no different than tracking the

  • keywords you use on Google, because you volunteered that information publicly.

  • You shared that data freely with a free website that is ad supported, you should be able to

  • understand that the same type of thing is going to happen on a social media platform.

  • But consumer advocacy groups disagree.

  • They argue that advertising to people based on a psychological profile of their

  • emotions is intrusive.

  • About half of Americans share a similar skepticism, many of whom aren't

  • confident that social media sites actually protect their data.

  • And emojis are part of that data.

  • For all the privacy concerns, emoji advertising is still in its infancy and though it only

  • exists right now on Twitter, it wouldn't be a far leap to see multiple platforms offer

  • a similar service in the future.

  • And in the best case, we may get ads that give you immediate and valuable information.

  • Maybe you'll post an eggplant emoji and Durex will send you a condom emoji with 10 percent

  • off your next purchase.

  • Or if you don't like your emoji data being used, maybe you just don't use emojis.

  • Yeah, right.

This is an ad for the 2018 Camry that Toyota published on Twitter.

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広告主があなたの絵文字を追跡する理由 (Why advertisers are tracking your emojis)

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    Priscilla に公開 2021 年 01 月 14 日
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