The conversation around next year’s Upfronts should be about how TV — and online video for that matter — can better integrate social data into their ad models, both in TV and online.
Bad targeting usually means bad advertising; good targeting means matching people with messages that are actually relevant to them. That’s why it’s high time mobile apps take advantage of data to make their ads more relevant.
This year, all players in the social ad game should be thinking big. 2012 was a breakout year for social advertising. Brands from all verticals emerged to play the social ad game, with some clear winners emerging. But what are the major trends for 2013?
With social network membership swelling, analysts are becoming ever more aware that social media can predict certain cultural events and decisions. This is readily apparent in the film industry, where social chatter, trending hash tags, and early viewer sentiment are easy barometers for determining whether a movie will be a blockbuster or a bomb.
Identifying box office returns is just the tip of the iceberg of what’s capable with social data. Analysis of social engagement data on a much deeper level can uncover unstated preferences and help match ad messages to consumers. It can even help identify which presidential candidate a user is likely to vote for.
With the presidential election ever closer, 140 Proof wanted to test the hypothesis that users identified as either liberal or conservative would be interact more readily with content that matched their political preferences. The study used historical data on social media engagement and current network associations to segment users into potential political parties and then record their engagement rates with political content.
Segmentation relies on publicly available social data, including user connections like friends and other accounts they follow. Fore example, you can safely place current @BarackObama followers in the liberal bucket. Shared content is... Read more
App Center, Facebook's new app store, might seem like just another walled-garden feature. But App Center isn’t just about the walled garden. It's directly tied to the company’s future and its revenue potential. Why? Two words: interest graph.