via Ad Age by Michael Learmonth
"We are using it to evaluate TV programs in a couple different ways. One is to understand which shows are generating conversation. The other is to start to look at how are different shows and ads in the shows drive incremental lift in brand conversations," said David Shiffman, senior VP of research at Publicis unit MediaVest.
Born from semantic technology developed by co-founders Deb Roy and Michael Fleischman at MIT Media Lab, Bluefin launched a little over a year ago fingerprinting video from 40 networks to link TV shows with what is being said about them online. Over the past year they’ve worked out the kinks to narrow that down from hour and half-hour shows to the ads themselves — 15- and 30-second snippets of video.