Social Measurement Tool Launched by @KineticWW
Kinetic Worldwide announced this week the launch of ‘Social Amplification Score’ (SAS) – a measurement tool that allows brands to attribute consumer’s social media interactions directly to an out of home media spend.
SAS analyzes social media data across Twitter, Facebook, Instagram and Tumblr – identifying which social posts are directly attributable to OOH campaigns. Through SAS an OOH campaign’s earned social media reach and awareness is now quantifiable — a major advancement in valuing OOH campaign performance and applying an omnichannel approach to OOH.
Paula Fernandez, Kinetic’s Global Head of Data, Tools, and Analytics told us “This tool was developed in response to a real need we identified from our clients and account services teams,” says “We saw some of our campaigns generating an incredible response on social media, earning huge numbers of additional impressions. We were being asked how to value this amplification, but no tool existed to do so—so we partnered with FUEL Intelligence to build one.”
FUEL Intelligence CEO Marc Maley added “We are delighted to have aligned our services with Kinetic’s to deliver an innovative OOH measurement product that bridges the physical and digital worlds.”
Previous attempts to measure the social impact of OOH required the use of campaign-specific hashtags—an approach that Kinetic say, failed to capture the majority of social sharing. SAS can be utilized without the need of any hashtag or additional audience action. The tool also evaluates the ‘opportunity to see’ on social, an analysis of posters’ followers, creating a more robust capture of OOH impressions on social than ever previously possible.
“By providing a more comprehensive picture of the reach of OOH campaigns, SAS enables marketers to better understand the impact of their campaign spend.,” noted David Krupp, CEO of Kinetic North America. “It’s a major advance in evaluating OOH campaign ROI.”
SAS data provides valuable campaign optimization opportunities by delivering a wealth of insight into which creative, media sites, and formats are sparking the most social activity. With aggregated and anonymized data on each social poster’s demographics and interests; SAS is a vital campaign optimization tool.
About FUEL Intelligence
FUEL Intelligence is a custom analytics and technology specialist bringing the power of contextual data performance metrics and real-time social analytics to marketing campaigns. FUEL‘s platform provides our clients a critical, efficient means of aligning, tracking and evaluating marketing campaigns in real-time, allowing decision-makers to compare and make key data-driven decisions with more confidence and optimized results.
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