LAS VEGAS — Starcom MediaVest Group is working with brands and Twitter to leverage social conversations around TV and to apply retargeting tactics to the social medium, says Lisa Giacosa, SVP Global Social Media Director and Global Video Lead at Starcom MediaVest Group, in an interview with Beet.TV at the Consumer Electronics Show. “We can retarget those people who have tweeted about a program. That makes it a much deeper experience, a more relevant experience, and that all happens in a few minutes…and you can build on the experience.”
SMG does this by working with Twitter and analyzing the tweet patterns around a show, such as when people tweet and how that correlates to ads running in a program, she says. In addition, SMG has paired up with online video measurement firm Visible Measures to track data and trigger points around video and the role it plays in social. “We saw a massive opportunity to build an earned media planning tool…to build out our paid reach curve and make strategic decisions based on that,” she tells us. Leveraging social data can help marketers better understand sharing behaviors in consumers. SMG inked a deal in April with Twitter giving it access to Twitter research, data and analysis.
For more insight into how data is powering social media planning, check out this video interview.