We recently noted that Facebook is partnering with third-party data providers to provide better quality data around the interaction between their platform and television. Now, both Nielsen and comScore are sharpening their measurement tools to provide data that marketers may not necessarily associate with either outfit.
Nielsen is now offering measurement and analysis of “owned and organic activity within the total social TV conversation,” which is a fancy way of saying that they’re analyzing and reporting on when people use social networks while watching TV. Like when you tweet about your favorite show while watching it. The goal of this improved tool is to help advertisers and marketers better understand the impact of their social media strategy on a variety of metrics, while also identifying potential social media influencers. The key here is identifying organic, user-driven content and distinguishing it from brand-driven content and any engagement that occurs around that.
What’s interesting and potentially useful to come out of this is that Nielsen has identified which types of content drives more organic vs. brand-owned content:
During a week in March, 64% of program-related Twitter engagement was driven by organic content, while 36% was engagements driven by owned Tweets. This split varied based on program type and series genre. Across program types, sports events tended to have a higher share of organic engagement compared to series.
In all, 33% of Twitter engagements for primetime and late fringe series were driven by owned content, while 53% of engagements for talk and news programs stemmed from owned Tweets. Comparing reality, drama, and comedy series programs, owned accounts played a varying role: 21%, 26% and 38% of engagements, respectively, says the report.
Similarly, comScore is now offering the ability to measure OTT viewing on services such as Netflix, Amazon, Hulu, and YouTube. This area of content measurement has traditionally been somewhat of a “black box,” as comScore vice president of emerging products, Mike Rich, notes. While some of these services don’t allow for third-party advertising, comScore is looking to use the data to provide deeper insights into household data, which also can ultimately provide another tool for reaching segmented audiences with surgical precision.
While these examples may seem like companies are dipping their toes in spaces where they may not have any expertise, any data nerd marketer should be excited about these possibilities. We here at Capital Media definitely are.
If you want help getting the data you need to make the right decisions about your media buy, contact us. We can make sure you have the information you need to make your ad budget work harder.