Written by Bluefin Labs, the social TV analytics company, has announced the launch of “Signals Brand Edition,” a new platform that measures and analyzes the social media performance of TV ad campaigns. Since the birth of television advertising, there has never been an automated system that tracks all commercials – where they are running and how people are responding in social media. Bluefin Labs will launch the service with several clients including PepsiCo, Kraft Foods, Mars, Humana and Quicken Loans, together with agency partners Starcom MediaVest Group, Hill Holliday, Horizon Media, Initiative, MediaCom, Optimedia and Zenith Media.
Signals Brand Edition gives brands, agencies and media networks the ability to track commercials that run across U.S. national television, see a clear picture of when and where they air, and gain insight into how a TV campaign moves consumer conversation in social media. Via an online dashboard, brands can measure the impact of TV ads on brand conversation and discover the volume of social media users exposed to their TV ads. Signals Brand Edition also analyzes brand and lifestyle affinities of TV audiences, so brands can better target their TV campaign toward consumers who are most likely to respond and engage.
“For the first time, brands can see how their TV advertising drives conversations on Twitter and Facebook,” said Deb Roy, co-founder, chairman, and CEO, Bluefin Labs. “Signals Brand Edition opens the door to fully integrated cross-channel marketing across offline TV and online social media.”
Bluefin’s existing product, Signals Network Edition, is primarily social TV data about TV shows. There’s also an element of brand affinity and audience lifestyle affinity built into Signals Network Edition. In Signals Brand Edition, Bluefin has introduced an entirely new technology, which involves detection and recognition of commercials that air on TV. We use the knowledge of commercial airings, combined with social media commentary, to analyze how TV commercial campaigns move the consumer conversation in social, said Tom Thai.
With Signals Brand Edition, brands and their agencies will be able to make better-informed TV media investment and creative decisions. By combining the predictive intelligence of Bluefin’s data with customized audience segments, brands and agencies can more efficiently match TV shows, networks, programming genres and day-parts with TV ads and integrations. All data will be available to clients on an overnight basis, so that brands can immediately monitor and reconcile the placement of their ads and gain insights into their competitors’ TV media strategies.
Bluefin Labs is a social TV analytics company providing solutions to brand advertisers, advertising agencies, and TV networks. Bluefin Labs’ technology and data enable clients, for the first time, to tap into data at scale that links people’s social media commentary to the shows and commercials they watch on TV. Grounded in 15 years of cognitive science and machine learning research at the MIT Media Lab, Bluefin Labs is headquartered in Cambridge, MA. For more about Bluefin Labs, visit www.bluefinlabs.com.
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