Bluefin Labs Adds Audience Segmentation to Signals Software - Revealing TV Preferences of Moms, Foodies, Auto Enthusiasts and More

written by: Richard Kastelein

Details

Published on Thursday, 13 October 2011 15:10

Bluefin Labs, a social TV analytics company providing solutions to brand advertisers, advertising agencies, and TV networks, today announced that it has enhanced its flagship service, Bluefin Signals, to include the power of audience segmentation. The new features, Audience Profile Layer and On-Demand Audience Profile Creation, give Bluefin Signals clients the ability to analyze the television preferences of specific audience segments.

“These new features take Social TV analytics out of its infancy and into the realm of truly actionable insights,” said Deb Roy, co-founder and CEO, Bluefin Labs. “Having Social TV data for specific consumer segments enables buyers and sellers of TV advertising to make more informed decisions in connecting the worlds of paid and earned media.”

Since introducing Bluefin Signals in July 2011, Bluefin Labs has entered a period of accelerated growth, adding new clients including A+E Networks, AMC Networks, CBS, Comcast Spotlight, mcgarrybowen, MediaCom, Media Storm, Pepsi and Turner Broadcasting System, Inc. (TBS, Inc).

“For TV networks, being able to mine social media commentary about TV represents great promise, but the data needs to be precise and the insights need to be specific,” said Jack Wakshlag, Chief Research Officer for TBS, Inc. “Turner's at the forefront of innovation in TV programming and research and Bluefin Labs' analytics platform plays an important role in supporting these efforts."

“Prolific social media use gives us incredible insight into customers’ preferences and behavior beyond just demographics,” said Anush Prabhu, Managing Director, Communications Planning & Analytics for mcgarrybowen. “Our clients tend to spend the bulk of their media monies in Television. Bluefin Labs’ data provides the ability for mcgarrybowen to harness social media insights towards the planning and optimizing of television media and creative, ultimately allowing us to deliver more integrated and efficient campaigns for our clients.”

Bluefin Labs’ business growth has been led largely by Jack Flanagan, recently hired as vice president of sales. One of the most experienced sales professionals in the area of analytics, Jack’s leadership has included roles such as Chief Revenue Officer of advertising measurement company Ace Metrix and global head of sales and strategy for comScore Media Metrix.


Available since July 2011, Bluefin Signals is a web-based analytics platform that provides comprehensive analysis of social media responses to over 210,000 individual TV telecasts airing across 200+ TV networks. The new functionality being unveiled this week includes:

1.     Audience Profile Layer: Filtering of social TV data for specific audience profiles such as Moms, Foodies and Auto Enthusiasts. A starter kit of 20 highly-targeted audience profiles are built into the system.
2.     On-Demand Audience Profile Creation: Custom Audience Profiles can be designed and analyzed in real-time.