Viacom and Canvs Partner to Decode Complex Millennial Language in Marketing Campaigns for the First Time Ever
Canvs Fuels Viacom Velocity's Updated Echo Social Graph 2.0, Offering Marketing Partners Unprecedented Analysis of Consumer Emotions by Identifying 56 Unique Feelings
Velocity's updated Echo Social Graph product ("Echo 2.0."), Viacom's proprietary tool that measures the effectiveness and virality of custom creative marketing campaigns, will integrate Canvs' emotional analysis to deliver deeper insights to marketing partners about the consumer impact of a campaign. Canvs' sophisticated capability tracks a broad range of 56 unique emotions, which is a huge increase over the three general feelings - "positive-negative-neutral" - typically tracked by sentiment analysis. Additionally, Canvs' extensive database is uniquely keyed into millennial slang and social media language.
Until now, Canvs has focused mostly on translating audience feelings
about television shows, but Echo Social Graph's advanced capability to
track social media conversations for clients across five platforms
-Twitter, Facebook,
"Viacom's Echo Social Graph has already been providing clients a unique
advantage in measuring social media campaigns by mining data on five
social media platforms," said
Canvs' capabilities are especially notable for deciphering millennial jargon, such as "Bae" and "on fleek," as well as translate words that have double meaning, such as "sick." Canvs' depth of interpretation means it keys into language nuances, like finding "love" expressed 30,000 ways on social media.
Echo 2.0 will tap into Canvs' sophisticated database of millions of pop culture words and phrases, which accounts for misspellings to ensure accuracy in interpreting feelings as millennials intend them. "Trippy," "awkward," "boring," "enough said," "goosebumps," "guilty pleasure," and "mindblown" are among the 56 feelings interpreted by Canvs.
"Our partnership with the Echo Social Graph now enables advertisers to
tap into the power of emotions to inform client's marketing, research,
and advertising decisions," said
The partnership will be unveiled this month at Viacom Velocity's third
annual "Roadshow," which introduces new products and capabilities to the
marketing community ahead of the Upfront season. The Roadshow, which
travels to
ABOUT
For more information about
ABOUT CANVS
Canvs is a technology platform created to measure and interpret
emotions. The company's proprietary social language interpreter
technology understands millions of words used that are not yet formally
defined or recognized anywhere else. Currently focused on first-run
television, and working with Sony Pictures, SMG, NBCU,
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Press:
Chanel.Cathey@viacom.com
or
Canvs:
zach@fabricmedia.net
Source:
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