Twitter users may soon be able to respond to tweets with more than just “hearts,” which replaced its star-shaped “favorites” just two weeks ago. The social network is reportedly testing a new reaction feature that contains dozens of emojis for users to express their reactions in a more nuanced way. In early October, Facebook introduced a similar emoji “Reaction” feature allow users to react to posts beyond a simple “Like,” which is often inappropriate for posts expressing sadness or other negative emotions. The same reasoning applies to Twitter as well, which at the moment offers no details on the roll-out of this new feature.
What Brands Need To Do
If this feature does become available to the public, brands on Twitter can expect more quick responses of emojis replacing comments expressing similar reactions. This expansion of reactions can provide brands with a valuable tool to gauge customer feedback and measure their sentiment in a more granular way, enabling brands to adjust their communications strategy accordingly.
Source: The Verge
Header image from @_Ninji on Twitter
Earlier today, Twitter unveiled a new ad product named Brand Hub for tracking brand conversations across its platform. Within the hub, marketers and advertisers can dig into what Twitter users are saying about their brand, highlighting the top phrases they use and tracking indicators of brand loyalty and purchase intent. A brand new metric called TrueVoice was also introduced to help advertisers track the share of a conversation a brand takes up compared to its competitors in real time.
What Brands Need To Do
With Brand Hub, Twitter is offering brands a new tool to accurately gauge customer reactions and more accurately measure their sentiment, eliminating their need to resort to a third-party analytics services. The new TrueVoice metric can be especially helpful in highly competitive markets where a brand has to take control of real-time social conversations and see how it stacks up with major competitors so as to adjust communications strategies accordingly. Overall, it aims to provide brands with valuable insights into audience sentiment, something that all brands can learn a lot from.
Read original story on: Times
Nielsen announced earlier this week that it will begin monitoring viewership numbers of online subscription video services (SVOD) next month, including Netflix and Amazon’s Prime Instant Video. Even though Netflix and other streaming services have long declined to disclose viewership stats, Nielsen can determine which show is being streamed by analyzing each program’s audio components, Shazam-style.
It is worth noting, however, that data collected in such way would be considerably skewed unless Nielsen figures out the percentage of viewers view streaming media from the Internet on their TV instead of through specific streaming devices such as Roku and Chromecast. Nevertheless, this marks a significant move for Nielsen to finally start tracking OTT viewership data.
Read original story on: MediaPost
Adobe and Nielsen have announced a strategic partnership to build and support a cross-platform system for measuring online TV, video and other digital content across the Web and mobile apps. The collaboration integrates Nielsen’s digital audience measurement products with Adobe’s Analytics (digital analytics) and Primetime (online TV delivery) platforms. As consumers expand their video consumption across screens, the media industry needs stronger digital and cross-platform measurement like this to better adapt to the changing market.
CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world. Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.
Time- and place-shifting
The increase in watching content on different devices, and different times, has greatly affected traditional measurement. “As a network, CBS is still reaching as much audience as we did back in 2000, once the DVR numbers factor in,” said Poltrack, “but we are now reaching an audience where 62% of them are also simultaneously on mobile devices,” which poses new challenges to audience measurement. Nardini agreed with him while adding that “mobile is the future, and our mobile strategy is ‘video strategy’”.
“Ad performance is no longer entirely about impressions or other traditional metrics,” Nardini explained, “it’s about resonating with the audience through a message”. Poltrack also commented on CBS’ recent efforts in bringing in long-term ad effects that are monitored throughout the whole span of ad campaigns into consideration, citing that the long-term effect is usually 2 or 3 times higher in key measurements than the short-term effect.
As Mr. Seiler reminded the audience, “at the end of the day, simplicity always wins”. Speaking from the agencies’ perspective, clients aren’t interested in overcomplicated media plans and metrics. Setting up a cross-platform programmatic ad system is central to simplifying and unifying the scattered development in audience measurement.
Download the report here.
The Lab teamed up with YuMe to explore a new measurement frontier: Attentiveness & Receptivity.
Moving beyond reach & frequency, 10,000+ respondent study examines how to identify attentive and receptive audiences. The objective of this research was to deconstruct the indicators of receptivity and determine if they differ by industry vertical.
Receptivity, defined as the willingness to receive a message from a brand before exposure to an ad (passive) and Attention, an active behavior of noticing an ad (active) are the patterns in which consumers interact with advertising. How open are consumers to stimuli (an ad) and how much attention are they giving to the stimuli and to what degree?
Simultaneously, the research sought to conduct attention measurement to test the output of receptivity and establish to what degree attention and receptivity drive brand metrics. From this, marketers can identify appropriate targeting indicators and apply findings to better understand and define an attentive audience.
To learn more about this joint study, download the report here.
According to a new Nielsen study, an increase in tweets directly causes more tune-ins for TV shows. Relying in live TV ratings and tweets for 221 primetime broadcast episodes, the study found a correlation between tweet and tune-in surges. At the same time, a ratings boost also means more tweets almost half the time, while an increase in tweets boosts ratings 29% of the time. Nielsen saw a statistically significant casual influence, which means that TV ratings can increase the volume of tweets, and an increase in tweets can cause a spike in tune-ins. It remains unclear whether this is a universal standard, or just across programs with already elevated social engagement, but proof of two-way causation between tweeting and tuning in could be extremely helpful for pitching Twitter’s new TV ad targeting product, among other campaigns.
Last week the NY times reported on the insanely divergent number of Hulu users reported by Nielsen and comScore, both reputable measurement firms.Â Nielsen reported 8.9 million visitors to Hulu in March while comScore counted 42 million. Nielsen also shows Hulu losing audience in April while still managing to add video views, also known as streams.
So who is really watching Hulu? And why isnâ€™t Hulu countering with its own measurement numbers; assuming they manage their servers, couldn’t they tell the world who is hitting those streams? Continue reading “Horton hears a Hulu”