Brandwatch, the world’s premier social intelligence group, today announced a major update to its audience intelligence platform.
The new features let marketers instantly uncover consumer insights based on machine learning and benchmark analysis of the conversations their target audiences are having online.
The upgraded Brandwatch Audiences uses complete, real-time data from the Twitter firehose allowing users to analyze everything their audiences are posting publicly and even click through on any topic or entity to see all the individual Tweets.
“We’re impressed by the speed at which Brandwatch Audiences can construct advanced audience segments based on vast amounts of public Twitter data. It’s exciting to see Brandwatch use our data and APIs to build a product that better enables busy marketers to quickly reach and relate to their audience on Twitter.” – Rob Johnson, Director of Product, Data & Enterprise Solutions at Twitter
As trust in traditional advertising continues to decline, marketers are increasingly investing in more ‘authentic’ channels such as influencer and content campaigns. But as consumers become more suspicious of paid influencers with bought followings and overwhelmed by an oversupply of branded content, these approaches are also wearing thin.
Brandwatch aims to help marketers deliver high-performing, authentic campaigns by building a better understanding of who their customers are. Audiences lets users explore a database of over 326 million Twitter users and open a window onto any group of people to study who and what they’re talking about.
These conversations are all benchmarked to surface insights about what’s unique to the audience, comparing up to a month of conversations to everything posted in that period. Each time searches and components load, they analyze the latest Tweets from Twitter’s hundreds of millions users to surface insights.
What’s more, Audiences can do this all in a matter of seconds.
The platform automatically identifies topics and entities to summarize:
Their topics of conversation broken down by up to 300 different machine learning-derived themes
The celebrities, organizations and micro-influencers that they’re most engaged with
The sites they share links to
The hashtags and emojis they use
And the content they are retweeting or replying to
Brandwatch’s flagship product, Analytics has been the solution of choice for marketers who want the best understanding of what consumers are saying about them online. Audiences reinforces their position as leaders in the market by adding a vast new source of intelligence.
“Our customers want to know more about who they’re selling to,” explains Emelie Swerre, Product Manager at Brandwatch, “they know who they are when they engage with their brand or campaigns, but who are they the other 99.9% of the time? Who influences them? What are they passionate about? How do they communicate online? Now, with Audiences, we can provide these consumer insights at scale almost instantly.”
Leading Bollywood actress Anushka Sharma has joined hands with Discovery to promote a global awareness movement to save tigers from extinction. Anushka will promote Project C.A.T: Conserving Acers for Tigers, aimed at raising awareness to preserve the habitat of the declining numbers of the wild tiger. Discovery has collaborated with World Wildlife Fund (WWF) for Project C.A.T.
Anushka having consistently championed the cause of animal welfare is well poised to front this social service campaign on Tiger conservation. Anushka who was recognized as PETA’s person of the year 2017 has recently announced her dream project of building an animal shelter.
“Tigers - the glorious wild cats are in real danger of getting extinct and they need our help. As a large predator, tigers are an umbrella specie and play a critical role in ensuring that the delicate ecological balance in the wild is maintained,” said, Anushka Sharma. “The current situation is a sad reflection of us as human beings. All of us need to reflect how we can contribute to make the world a better place to live and ensure that our future generations too can experience this magnificent creature. I just cannot fathom this world without them.”
“More humane than you think, you could say, almost human, like us,” signs off Anushka in the powerful video.
“Tigers are a revered specie and is disturbing to know that their population has shrunk 96% over the last century and only as few as 3900 are left in the wild across the world,” said, Karan Bajaj, Senior Vice President & General Manager - South Asia, Discovery Communications India. “We are excited to partner with Anushka Sharma to ignite awareness about tiger conservation and help promote the global movement to save them. We will use the collective power of our media brands to amplify the message of Tiger conservation.”
As part of the WWF partnership launched in 2016, Discovery’s Project C.A.T. program funds nearly two million acres of protected habitat in India and Bhutan to protect and increase the wild tiger population. This year Discovery has further increased the ambit of Project C.A.T by extending support to WWF for Tiger conservation initiatives in Sundarbans forest located in the coastal region of Bay of Bengal.
Animal Planet channel from the house of Discovery has always been at the forefront of promoting conservation of wild animals. The channel recently showcased the Second Season of Mission Big Cat – An anthology of shows dedicated to Big Cats. The programming, which included world-class series like Big Cat Legacy, Jaguar Super Cats, Vanishing Kings II, Extinct or Alive, Queen Of The Hunt and Brazil Super Cats, showcased the largest feline predator at their majestic best.
Whether you’re a professional or everyday athlete, Oakley understands that the road to success is long, hard-won and riddled with sacrifice. The committed put everything else to the wayside in the name of their sport – and vindicating this obsession is at the core of Oakley’s DNA.
AKQA’s latest campaign for Oakley is an addition to its One Obsession brand platform, telling athletes “It’s OK” to make personal sacrifices in the pursuit of athletic excellence. It’s OK is an ode to the obsessed.
AKQA conceived and created a series of vignettes based on real insights and stories which celebrate moments along the journey of an impassioned sportsperson.
An original song accompanies the pinnacle film featuring pro athletes Chloe Kim, Mark Cavendish, Bubba Watson, and Mikaela Shiffrin, revealing the personal sacrifices made in pursuit of athletic mastery.
The campaign shows Oakley’s sporting-obsessed brand ambassadors as they face challenges and sacrifice their personal lives to train and follow their sporting ambitions – waking up early, missing meals, training through injury, dealing with failure, balancing relationships and being burdened with frustration.
It’s OK attracted over 33 million online video views, and fuelled dialogue amongst professional and everyday athletes alike – connecting through the real moments of their journey. The film made waves online with over 103 million social interactions, plus headlines across a variety of international digital and print publications.
The lyrics written for the original soundtrack resonated so highly with audiences, Oakley later released the song on Spotify.
WARC, the global authority on advertising and media effectiveness, has today released the latest edition of its Media Allocation Benchmark report, identifying the typical budget split of highly successful campaigns.
Using its database of effective advertising campaigns, WARC has analysed close to 840 case studies between 2009 and 2017 that contain budget and media allocation information for TV, digital, print, out of home/experiential and other media.
Some key findings included in the report are:
Successful brands have spent an average of 69% of their budgets on television and digital channels combined over the 2013 - 2017 period.
The biggest determinant of media allocation is the size of the budget. Successful, prize-winning low-budget campaigns are highly digital-focused. At high budget levels, TV takes up more than 60% of a prize-winning brand's advertising investment.
Media allocation varies by sector. Categories with low budgets, such as government and not-for-profit, are highly digital-led, as are transport and tourism; a category where consumers increasingly purchase online.
The food category has the most concentrated media investment profile. Prize-winning food campaigns allocated 81% of their budgets to TV and digital combined.
Commenting on the findings in the report, Amy Rodgers, Research Editor, WARC, says: "Gaining the right balance of TV, which delivers reach, and digital, which supplements reach and aids activation, is a critical component of media allocation. The findings suggest that, when extra budget is available, it is often invested in TV."
In the US, television remains the most common place for people to get their news and local TV is immensely strong. However, times are changing, and with new generations growing up it is necessary to adapt to their consumption patterns and preferences – an audience which is more online than in front of a TV in the living room .
In 2017 local TV news experienced a decrease of viewers in most time slots, losing an average of 15% of viewers in the morning; 4% around midday news time, and 7% in the evening1. While there is a general decline in viewers in non-election years, the decrease of TV-viewers has been essential, and it keeps growing. On the other hand, the audience for online news is increasing.
Here are 5 ways to increase your digital content and engage your audience with local TV news online:
1. Increase your video content on social media
The consumption of news video online has grown in recent years. While television websites are a dominant local news source for many smaller markets, this year’s Digital News Report showed that people prefer accessing news through a side door. Which means, the majority (51%) of news video is consumed on Facebook, YouTube, and other similar platforms.
This demands a constant supply of engaging content which is challenging to deliver with today’s leaner newsroom resources. As such, newsrooms are leaning on cost-effective ways to augment their video capabilities. Reuters has seen growing demand for their online video service that delivers over 200 video news stories per day, covering major international events to local happenings.
While television websites are a dominant local news source for many smaller markets, this year’s Digital News Report showed that people prefer accessing news through a side door.
2. Live videos outperform everything but breaking news
Give your audience the chance to experience events as they happen. When planned well, Reuters has seen that scheduled live videos top any other content but breaking news. Platforms like Youtube and Facebook promote live videos via notifications, making them more visible. The reach and the length of minutes watched increases. Check out the tips on how to make live video work online from Reuters video expert, Tessa Kaday.
Reuters Live Video on Reuters Connect
Now, we’ve made it even easier for our clients to experiment across platforms this way, allowing them to send live content straight to a variety of social media sites straight from our platform.
3. High demand for User Generated Content
Non-polished videos work best on Instagram, as The Guardian just recently discovered. Despite the originality of user-generated videos, as journalists, we sometimes rely on the videos our audience shoots. But we also need to be sure they are accurate. Reuters not only offers a huge variety of user-generated content, but it is also verified. Fundamental to successful and reliable journalism.
4. Access to rich archives is inevitable
People love historical moments. They want to see the change and enjoy nostalgia. What did Queen Elizabeth II look like when she got married? Want to watch the iconic fight between Muhammad Ali and Sonny Liston? To cover a topic we frequently travel back in time to dig out historical clips and pictures. Access to a comprehensive collection of pictures, articles and videos, capturing the most iconic moments is inevitable.
Reuters archive possesses over a million clips, including content from partners, bridging three centuries.
5. Think Multimedia
In a mobile-driven era, it is important to experiment with new vertical, multimedia formats. Interactive content is wanted. In fact, the mobile reach for news has doubled in six years. Make your formats available on any device and check out what Reuters ready-to-publish offers.
Don’t miss out on the benefits of a new era! Go beyond your traditional broadcasting and use the potential of digital content to grow your audience. Have instant access to a range of content and formats provided by a very well-known and trusted news agency.