Top Story

e4m_logo.png

Home >> Digital >> Article

Maxus launches social TV tracker tool 'Maxus Synapse'

24-February-2015
Font Size   16
Share
Maxus launches social TV tracker tool 'Maxus Synapse'

Maxus has announced the launch of  ‘Maxus Synapse’,­ the social TV tracker to help plan for the digital natives effectively. This tool tracks the conversations of key channels and programs, 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 programs and online channels. The key quantitative metrics are reach (in minutes) mentions for the programs as well as conversation sentiments. These metrics would help planners track and measure what programs 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 programs 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 said “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.”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...