So where will the next great breakthrough in marketing and measurement come from? A lot of ad agencies are betting on a social media metrics company called Bluefin Labs.
Marketers always want to know how to make a TV buy more effective and how to target audiences on TV. Now social buzz can serve as a proxy for that all important metric of engagement, and that's why many marketers and agencies say they're expecting big things from Bluefin Labs.
This is a startup that recently raised $12 Million in venture funding. Bluefin Labs analyzes the social media conversations happening about TV, and also about the commercials. And it does so in a way marketers can use to understand which TV shows are truly engaging their audiences--which commercials as well--and then they can buy against them.
What agencies really like is that Bluefin does this on a telecast-by-telecast basis, so marketers know now how ads and shows are actually performing at specific times, and not just an aggregate for an entire week.
Agencies like Starcom, Mediavest, and Mediacom are using Bluefin Labs, as well as networks like CBS, Fox, and Discovery.