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The growth of new forms of content (digital, social, real-time) alongside the fragmentation of screens (laptop, tablet, TV, mobile, web) has made it increasingly difficult for media companies to attract viewers and deploy effective advertising strategies that influence consumer behavior. Now, exclusively through Mass Relevance, media companies can engage viewers by showcasing real-time Facebook conversations related to a particular topic in interactive experiences for broadcast, web, and second screen. Networks can also use the Mass Relevance platform to build compelling visualizations that display, in aggregate, the age, gender and location of people who have mentioned a specific keyword (topic, character, contestant or athlete) in a Facebook post. This demographic data, which has not previously been available, allows networks to tell a complete, multi-faceted social story and offer exciting new sponsorship opportunities for brands that want to connect with specific audience segments
"This is a very exciting time in media as social continues to be infused into every aspect of developing, producing and sponsoring programs," said Sam Decker, CEO and Co-Founder of Mass Relevance. "Now, with Mass Relevance and Facebook, media companies can tap into the most relevant conversations from the largest pool of social content available anywhere. For the first time ever, they can use demographic data and visualizations to connect audience segments with advertisers. For instance, a reality TV show could add an on-air poll that displays the popularity of its stars with male vs. female viewers, or offer an online-only channel of social content for and from Millennials to deepen engagement and drive ratings."
Mass Relevance serves the big four TV networks -- integrating social with shows such as X Factor, Glee, American Idol and The Voice -- as well as major cable networks such as MSNBC, Discovery, MTV, HBO, E! Entertainment and MTV. The two and a half year old company has powered social experiences for some of the world's largest cultural events, including the Super Bowl, the Royal Wedding, Presidential Elections, the Olympics, the Grammy's, the NBA draft and Katy Perry's World Tour. Additionally, Mass Relevance serves many of the world's largest brands, including Pepsi, Campbell's, GE, Walgreens and Target, and has proven expertise in facilitating partnerships between media and brand clients that generate powerful new sponsorship opportunities
Now, with Mass Relevance and Facebook, networks gain an easy and scalable way to reliably access and display only the most relevant Facebook content (viewer comments, sentiments by geographic markets or consumer segments) in a visually compelling way. Media companies can filter and display data on the social activity in Facebook as granularly as they wish. This social data can be used to tell interesting stories, as well as add incremental ad spend from brands who want to target these specific demographics through sponsorships. Social experiences can be made available in multiple channels -- on-air graphics, online and second screen applications.
Potential experiences include:
Mass Relevance media clients with a subscription to the Mass Relevance platform can access the new Facebook Keyword Insights and Public Feed APIs at no additional charge. More information is available at massrelevance.com/facebook.