Maxus launches social TV tracker tool - Maxus Synapse

Synapse tracks the conversations of key channels and programmes, reports it in one view for planners and buyers to take smart decisions that will enable them to drive their business more efficiently

BestMediaInfo Bureau | Delhi | February 24, 2015

In today's digital era, where viewership patterns have transformed to simultaneous consumption of digital screens while watching television, dynamic platforms like Twitter have spurred conversations bridging the interaction gap existing in TV viewing.

In such a scenario, Maxus has announced the launch of Maxus Synapse, a social TV tracker tool that tracks the conversations of key channels and programmes, reports it in one view for planners and buyers to take quick and smart decisions that will enable them to drive their business more efficiently.

The applicable tool pulls in real time Twitter data for top performing programmes and online channels. The key quantitative metrics are reach (in minutes) mentions for the programmes as well as conversation sentiments. These metrics would help planners track and measure what programmes are dominant on social media and how the brand associations can be multiplied, leveraged and nurtured to bring out the best performing results.

Commenting on the launch, Priti Murthy, National Director, Insights Maxus India, said, “We at Maxus are committed to bring out the best innovations for the industry. Research has found that earned social media 'reminds' people to watch an episode after the live airing, thereby making it imperative for us as media planners to see the audience data more holistically than in silos. It was the recurrence of these conversations that gave birth to the idea of Maxus Synapse.”

“With Synapse one will be enabled to track and measure the performance of TV programmes vis-à-vis the social chatter around them. This will also help understand the lift generated by social media and analyse the qualitative viewing of niche audiences, which is minuscule compared to GECs. We also would like to thank our partners from the Frrole Team who helped develop the tool,” she added.

Amarpreet Kalkat Co-founder, Frrole, added here, “Maxus is an innovator and a thought leader when it comes to employing data and analytics for the benefit of its clients. At Frrole, we are privileged to be the social data partner for another industry-leading initiative from Maxus that would not just be a trend-setter, but would also drive significant increase in ROI on media spends by Maxus clients.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com