Posts Tagged ‘Bluefin Labs’

Twitter Expands Its Ad Tool for TV Marketers

Douglas MacMillan of Bloomberg recently wrote, “Twitter Inc., the microblogging site, expanded a service that lets advertisers direct promotions to viewers who tweet about shows they’re watching on television. The ad-targeting service, first introduced in May for a limited number of marketers, is now available to all those running national campaigns in the U.S., the San Francisco-based companysaid on its blog today. Twitter is courting television advertisers in its bid to reach $1 billion in sales by 2014.” Read more

Twitter Acquires Bluefin Labs

Rebecca Burn-Callander of Management Today reports that Twitter has acquired Bluefin Labs for $70 million. She writes, “Twitter and TV, a match made in heaven. In fact, the social network has even released its own report entitled ‘Tune in with Twitter’, all about the burgeoning love affair between the small screen and its new ‘second screen’.  ‘The relationship between Twitter and television is strongly symbiotic,’ it says. ‘Users love talking about what is happening on TV, TV viewers love using Twitter to see other viewers‘ opinions.’ And you just have to look at the volumes of tweets generated by the Superbowl on Sunday, and the amount of 140-character dialogue dedicated to each new episode of The Undateables or Girls or My Mad Fat Diary to confirm the theory.” Read more

TV Shows’ Traction in Social Space: Bluefin Launches Tech to Assess Idol Trials, Sports Scenes, and More

Randy Jackson, Jennifer Lopez, Steven Tyler, Ryan Seacrest

Bluefin Labs last week debuted its product for marketers, ad agencies and media operators that’s based on the technology platform the Semantic Web Blog discussed here. A web-based analytics app, Bluefin Signals accesses, interprets and analyzes social media data based on a system of metrics the company developed called Response Level and Response Share, which measure and benchmark how audiences respond to television through conversations in public social media.

Response Level measures the number of social media commenters for any given episode of a show, based on a 10-point exponential scale, the company says, and Response Share provides the percentage of a program’s share of social response within a specific daypart (breakfast television, prime time, and so on).

The TV Genome mapping the company has done enables these calculations, Bluefin says.

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Bluefin Labs Hopes To Breach the Semantic Barrier Between Social Media Comments and TV Content

Here’s what Bluefin Labs is trying to capture for mass media content providers, be they media companies or brands: The word-of-mouth about TV shows and commercials that has migrated to the social media space. It wants to make visible the feedback loop that is very evident in live human communications – be they one-on-one at the water cooler or speaker-to-audience on the lecture circuit – but which has been essentially invisible in the world of mass media for decades.

“The value proposition of broadcast and mass media is that you can magnify your audience and reach,” says Bluefin founder and CEO Deb Roy. “The primary cost is you lose the feedback channel.” Instead of talking with each other or with a speaker, listeners are talked at. And the speakers lose the immediate connection with the listeners that helps them understand if they are communicating effectively.

Providers such as The Nielsen Company have long offered services that track how many people were seated to watch a particular show and something about their age or gender, for instance, but that’s just the tip of the iceberg. “Most people still see mass media as a one-way shotgun into the dark, and they hope to hit as many people as they can and that approach is and not where the future lies,” says Roy.

Where it does lie, he believes, is with using semantic technology to do something with public social media as a new and real-time data stream to build a richer feedback loop for mass media content creators.

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Bluefin Labs is Making Serious Headway on TV and Social Media

According to a recent article, “Bluefin Labs, a technology company grounded in cognitive science research, announced today that it has begun pilot testing initiatives that for the first time provide an actionable, key link between TV and social media. Bluefin Labs’ semantic technology interprets audience responses and intelligently pinpoints what people are reacting to – down to specific scenes, characters or even certain words that are used. Through partnerships designed to unearth and act upon insights from this quickly evolving area of marketing science, the company is in testing with top brand advertisers, agencies and content providers. Participants include: Best Buy Co., Inc., Mars, Humana, Razorfish, SS+K, Hill Holliday, Dentsu and FOX Sports.” Read more