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.”