Historically linear TV networks are continuing to develop branded content solutions for advertisers, and Canvs, the technology platform that measures and interprets emotions across social networks, is shoring up their capabilities.
In January, Viacom Velocity announced that it would integrate Canvs technology into its Echo Social Graph product; today, Turner announced that Canvs will help power its social insights and activation tool, Launchpad.
Turner introduced Launchpad in January as part of Turner Ignite.
In addition to its core capabilities, which center around enabling TV clients to map fans’ emotionally charged reactions to moments within shows, Canvs is also rolling out as part of this announcement its new advanced emotional connection analytics. This will give Turner and other clients a real-time view into how branded content performs and resonates with viewers. Canvs, which had for a long time only measured emotional reactions on Twitter, also recently launched analytics products for Facebook and YouTube channels.
Networks for years have struggled to understand the impact of social chatter on viewership, and the connection between the two has been tenuous. Still, these same networks, despite declining ratings, have engaged fans, powerful relationships with advertisers, and large social followings. Launchpad and Velocity enable Turner and Viacom, respectively, to provide value outside of the linear TV ecosystem.
“The content business has become increasingly competitive in recent years, and advertisers have their pick of the litter as to what shows, characters and plotlines are most resonating with people in the moment,” Jared Feldman, founder and CEO, Canvs, told Found Remote. “TV networks come to us because they need a real-time understanding of complex viewer emotions at scale. Despite lean forward viewers being extraodinarily difficult to understand by traditional sentiment tools, Canvs' emotional connection analytics can tell networks what content resonates emotionally with viewers on a 24/7 basis. This is important for business outcomes because emotionally engaged viewers are the most loyal and have a higher likelihood of recalling ads they are shown.”
Understanding which viewers are the most loyal will certainly benefit networks and their content development teams.
Understanding ad recall will benefit advertisers. According to Frank Kavilanz, vice president of social, Turner Ignite, his team plans to leverage Canvs’s data for advertisers in two ways: to gain insight into how specific pieces of content are performing with a focus on surfacing the best ones, and to gather learnings for future branded content campaigns.
Turner has executed more than a dozen Launchpad campaigns since the offering was introduced, and the Canvs features have been particularly valuable, at least for one initiative.
“As part of a larger content partnership with Intel around “America’s Greatest Makers,” we have utilized Launchpad to propel pieces of branded content to the right audiences,” Kavilanz told Found Remote. “One segment in particular got our attention, featuring a father and daughter working together. We were able to gain insight into why the content was resonating with audiences, and it included expressions of “Love." We are able to take that valuable insight, and can now better refine future branded content designed for that audience target.”