Starcom MediaVest Group (SMG) today announced that it has partnered with social TV analytics company, Bluefin Labs. The partnership will enable SMG to make more informed media planning and buying decisions for its clients through the use of Bluefin Signals, a web-based analytics platform that provides real-time insight into what social media audiences are saying about television shows and commercials. Bluefin Signals will be integrated with proprietary SMG systems to further drive analysis and decision making.
“Understanding the cause-and-effect relationship between paid and earned media is a challenge,” said Kate Sirkin, EVP, Global Research Director, Starcom MediaVest Group. “Bluefin Labs’ data provides us with an incredibly valuable new dataset to evaluate this relationship and then gives us the ability to apply this understanding to maximize media investments for our clients.”
“Working with SMG allows us to help its clients connect and optimize the rapidly intersecting worlds of TV and social media,” said Deb Roy, co-founder and CEO, Bluefin Labs. “With Bluefin Signals, SMG can gather and analyze instant feedback on all programming and advertising for its clients, allowing them to allocate and shift resources towards where they are likely to be most successful.”
Bluefin Signals provides enterprise-quality data and analysis of social media responses to more than 346,000 individual TV telecasts airing across all television dayparts and programming genres. For media planners, Bluefin Signals helps find placements on TV where brand receptivity and engagement is highest. And for media buyers, the data is a uniquely-differentiated metric in making media investment decisions to achieve high “earned” social reach, in addition to paid TV exposure.