Fox Broadcasting Company and trueAnthem have announced a research and technology partnership focused on tracking the social sharing of FOX’s digital television content and measuring its social influence.
trueAnthem will use its patent-pending technology to provide FOX with social measurement capabilities. These will enable the network to evaluate deeper audience, content and engagement intelligence and to more effectively tailor marketing campaigns. The partnership signifies the start of a growing trend as broadcasters start to consider how to monetize social TV and understand how their content is consumes across digital platforms.
Earlier this year another one of the big four, NBCUniversal, teamed up with social TV analytics firm Bluefin Labs to examine the online social impact of their 2012 Summer Olympics coverage. As their president of research and media development, Alan Wurtzel, succinctly explained, “If you can’t measure it, you can’t sell it.”
trueAnthem specialises in ‘Earned Media Measurement’ by measuring audience awareness, engagement, viral distribution and influencer metrics in real-time to assess the performance and quality of digital content across multiple social platforms, including Facebook, Twitter, GooglePlus and LinkedIn.
“Social TV is a key priority for FOX, and in order to drive social conversation with our viewers, it’s critical that we understand the way they interact with our content. By teaming with trueAnthem, we will not only gain a more detailed profile of our audience in the social space, but can also provide our brand partners with deeper insight into the performance and quality of our digital content.” - Melva Benoit, SVP Audience Intelligence and Research Strategy for FOX.
“We are thrilled to partner and track real-time social viewing and content sharing with such a top-tier content company as FOX. Our technology will help FOX reach new social audiences and acquire insight based on reach, relevancy and advocacy,” added Chris Hart, trueAnthem’s CEO. “With these insights, FOX will be able to advance their digital content, optimize distribution and quantify the value of their Earned Media.”
Implementing the trueInsights Share Plug-in to FOX’s digital video player, FOX and trueAnthem will capture the social sharing of the network’s paid and owned short-form video content. As that content is shared, the companies will measure the shared content’s viral spread, including the various social platforms it is shared to and the types of users who are sharing it.
trueAnthem specializes in Earned Media Measurement for advertisers, content publishers and digital marketers. trueAnthem’s patent-pending technology tracks digital content across Paid, Owned and Earned Media placement, identifies social influencers and reports on the value of Earned Media. The company measures Audience Awareness, Engagement, Viral Distribution and Influencer Metrics in real-time to assess the social performance and quality of digital content. By linking social content distribution and performance with audience profiling, trueAnthem aims to provide clients with a greater understanding of how the content is consumed.