Ted Talks Daily – How targeted ads might just save your life | Sandersan Onie

Intro

In this episode of Ted Talks Daily, Sandersan Onie discusses how targeted ads can potentially save lives by interrupting suicidal thoughts. He explores the use of big data and geo-targeting to identify individuals at risk and create ad landing pages tailored to their needs.

Main Takeaways

Using Big Data and Geo-Targeting to Prevent Suicide

• Search behaviors can reveal suicidal tendencies.
• Internet search volume for suicide-related terms correlates with national suicide rates.
• By analyzing search data, tech companies can identify individuals at risk.

Intervening through Ad Landing Pages

• Search pages can be an ideal place to intervene with targeted ads.
• Ad landing pages can be designed to lead individuals away from suicide attempts.
• These pages can be tailored based on age, gender, language, and geography.

Engagement and Geographic Targeting

• Ad landing pages have an engagement rate of over 22%, suggesting a real need for this type of intervention.
• Geo-targeting allows for showing different dialect pages to different locations.
• Pages are being used in Kiddul Mountain, an area with some of the highest suicide rates in Indonesia.

Speaking to Hearts and Minds

• Using regional languages in ad landing pages speaks to the hearts of individuals in specific locations.
• Using the national language speaks to their minds and ensures wider reach.

Technology for Outreach and Support

• Technology can be used to reach out to people who need support, beyond just selling products.
• Targeted ads and intervention can play an important role in providing help during dark times.

Summary

Using Big Data and Geo-Targeting to Prevent Suicide

Sandersan Onie explains how analyzing search behaviors can reveal suicidal tendencies. By studying the internet search volume for suicide-related terms and correlating it with national suicide rates, tech companies can identify individuals at risk. This data can be used to create targeted ads and intervention strategies.

Intervening through Ad Landing Pages

Search pages can serve as an ideal platform to interrupt suicidal thoughts. Ad landing pages can be designed to lead individuals away from suicide attempts by providing resources, helplines, and support. These landing pages can be tailored based on various factors such as age, gender, language, and geography, ensuring a more personalized approach.

Engagement and Geographic Targeting

The engagement rate of over 22% on ad landing pages suggests a significant need for this type of intervention. By utilizing geo-targeting, different dialect pages can be shown to different locations, allowing for a more culturally relevant experience. The implementation of these pages in Kiddul Mountain, an area with high suicide rates in Indonesia, demonstrates their effectiveness.

Speaking to Hearts and Minds

Ad landing pages that incorporate regional languages speak directly to the hearts of individuals in specific locations. This personalized approach helps establish a deeper connection and understanding. Additionally, using the national language ensures wider reach and accessibility, appealing to a broader audience.

Technology for Outreach and Support

By utilizing technology for outreach and support, targeted ads can serve a greater purpose than just selling products. The use of big data and geo-targeting allows for the identification and assistance of individuals in need. This approach can play an essential role in ensuring that every person going through a dark time is met with an outstretched hand and the support they require.

Conclusion

Sandersan Onie’s talk highlights the potential of targeted ads in saving lives by interrupting suicidal thoughts. By utilizing big data, geo-targeting, and personalized ad landing pages, individuals at risk can be reached and provided with the necessary support. This approach showcases the power of technology in addressing mental health challenges and extending a helping hand during difficult times.