New 7M Discovery Delivers Data-driven ‘TV mentions’ – the New Frontier in Media Planning
TV insights platform, 7M Discovery, provides brands with unique, data-driven insight into when they and their industry are discussed on television to enable tactical planning for marketing strategies.
The TV analytics tool 7M Discovery, which was just released by contextual data business 7th Minute, employs cutting-edge transcription technology to recognize and analyze every word said on TV and decide if it is an advertisement or part of a broadcast show. Users can search the database created by signing up for the self-service platform for pertinent phrases (such as brand, product, and competition information), and these “TV mentions” are then shown via a dashboard and a number of simple-to-read charts.
Results are very specific, giving information about the day, hour, TV network, and TV show where the TV mention appeared. Brands can gain fresh fact-based information to support their marketing strategy by using analytics to understand how and when they are talked about on TV.
Key benefits include the ability to:
- Ensure products are reaching the right target audience (ie being discussed during relevant programs)
- Differentiate between paid content (advertising) and earned content (mentions during broadcast programs)
- Support ROI measurement on TV ad spend, for example by linking sales and search data to see the specific TV content that influences consumer behavior and drives engagement
- Monitor competitors’ TV advertising and TV mentions and respond effectively
- Understand TV content trends over time and link marketing activity to relevant themes
Additional features currently planned as the 7M Discovery platform continues to evolve include:
- Sentiment analysis to further understand the context of a mention and identify the potential opportunities arising from it, as well as any threats (such as a negative news story), with follow-up actions planned accordingly
- Audience reach and demographic data, providing minute-by-minute segments to offer an accurate viewership breakdown for the moment when the TV mention occurred
- Real-time notifications flagging when predefined TV mentions occur so that brands can respond to relevant content quickly and effectively
- Contextual information showing the content associated with the searched term to help build a ‘bigger picture that can inform more effective planning strategies
- Increased personalization of the client’s brand workspace to enable faster and more customized campaign management
“TV is a hugely powerful channel – but it can be impossible to know which parts are working best; our new platform opens the black box that is TV content to deliver TV mentions, which we see as the new frontier of media planning,”
“Brand managers and their teams no longer need to make decisions based on gut instinct; 7M Discovery finds the relevant data, laying it out clearly to show what works, and what doesn’t. Taking the mystery out of TV data enables confident, informed decision-making.”
Ed French, managing director at 7th Minute.
Following the beta version preview made available in March of this year, the new 7M Discovery was released. A self-service tool, it has a free option and prices start at £199 per month (+ VAT) for the usage of TV data from the preceding 12 months and the addition of additional search criteria.
Contextual broadcast data provider 7th Minute.
TV programming is converted into useful data using its 7M patented technology, which incorporates cutting-edge transcription techniques. In order to enable brands and agencies to query contextual real-time and historical TV data for insights and analysis to influence their advertising and marketing strategies, content from broadcast programs and ad breaks across linear digital TV and satellite TV is collected, processed, and formatted.
