As we’ve written before on Lost Remote, social TV is all about the data. And this week Networked Insights, a company that provides “analyzes social data to uncover trends and consumer engagement opportunities,” announced $20 million in series B funding from Goldman Sachs.
Last week at OMMA Global, CEO Dan Neely gave a presentation to a packed room citing examples of how they’ve “figured out how to extract valuable data from social.” While Trendrr and GetGlue each had a chart ranking the most anticipated fall shows, Networked Insights published a detailed report analyzing the specific conversations (you can download it here).
What’s impressive is how the company looks at specifically where ad money is being spent to analyze the conversations around the show. For example, before the show even premiered, they described NBC’s “massive ad campaign” for Whitney as a “Social Turkey,” and that “over-hyping a show is underwhelming potential fans.” So what’s a media spender to-do in an age when actually getting a consumer to watch an advertisement may actually be turning them off? According to Networked Insights, you should talk to them about using their “SocialSenseTV” product because “Nielsen isn’t enough!”
Their case study on AMC’s The Walking Dead as a “Media Buying Guide for Brands” is pretty compelling proof that social data can help you “get the competitive advantage in TV planning and buying” if you listen in the right places across the social web. You can read the full report in the embed below, which includes how well Toyota’s zombie commercials were received by car enthusiasts.
Networked Insights “SocialSenseTV”
Here are a few of the interesting insights from their findings on the show’s audience:
- Brands should no longer feel constrained to define their target audience as “Adults 18–49.”
- Social data gives a competitive edge that takes you from targeting generic audiences to targeting specific audiences.
- This same process is also used to reach out to previously locked-out audiences (like Superbowl fans) with the same frequency and penetration.
- In this report we discovered that automobile enthusiasts were one of the top Walking Dead audiences.
This data even helped the company advise a client trying to reach Sunday Night Football viewers by showing them through social data that they would tune into The Walking Dead during commercials and halftime.
