Bluefin tracking engagement during a Pepsi ad.
After a year of hard work, social TV analytics firm Bluefin Labs has launched the Bluefin Signals Brand Edition, which will help brands track ad engagement across all the networks it’s running on. This includes the intensity of Tweets that penetrate the ‘net when users see your ad on MSNBC versus on, say, Bravo.
PepsiCo and Kraft Foods, as well as media firms like MediaVest and Horizon Media, are already giving it a spin and may incorporate their findings in upfront investments in the coming weeks, according to AdAge.
The semantic technology used to fuel the program was developed by co-founders Deb Roy and Michael Fleischman at MIT Media Lab. Bluefin was born a little over a year ago and have been working since then to improve their engagement tracking technology. They now claim to be able to track what’s being said about TV shows online down to 15- and 30-second snippets.
What Bluefin Signals Brand Edition does is make that same granularity of tracking available to marketers, who can now track real-time conversations as their ads air.
“At a minimum you want to understand how the social web is amplifying your message,” says Roy. “Step two is to optimize and take some control over how that amplification plays out.”