Bluefin Labs: Tracking TV and Social Media Connections in Real-Time. Report from TED

Originally published 03072011The Bluefin Labs system tracks television content marries it to what39s being said in social media streams and then creates a link between the twoDeb Roy39s TED TALK last week focused on threeyears of almost nonstop video recording in every room in his home to track and profile his newborn son39s learning influences patterns and behavior But the ultimate outcome of Roy39s work is one of the most promising new research tools for gaining insights into how audiences are responding in realtime to TV ads and the programs they run in Developed by Roy and his team at the MIT Media Lab sophisticated tracking models are now deployed to identify amp8211 in real time the intersection of social media with the secondbysecond content streams of 30 television networks Roy39s Bluefin Labs wwwbluefinlabscom has developed machine learning technology that provides brands agencies and media companies with insights on the direct realtime correlation between the shows and ads audiences are watching on TV and what those audiences are saying about that content via social media streamsquotWe sift through the world39s social media streams in order to identify and analyze comments about TV shows and adsquot says Deb Roy Bluefin Labs cofounder and machine learning and artificial intelligence expert The system tracks television content marries it to what39s being said in social media streams and then creates a link between the twoCheck out Jack Myers39 Curated TED Talks RecommendationsDeb Roy is a leading expert on the study of how children learn language But his work has led him on a path to become one of the leading experts in how audience behavior interests and emotions are impacted by the TV programs and commercials they view In the next few weeks Roy39s TED Talk will be posted for public viewing at wwwTEDcom It39s is must viewing for all those engaged in media marketing and entertainment Bluefin Labs39 white paper Mass Media Social Media ampamp the Semantic Barrier can be downloaded free here The thesis of the White Paper followsThe explosive rise of social media threatens to fundamentally disrupt current mass media marketing practices To successfully build and maintain brands in the face of these new social forces organizations must formulate new communication strategies that tightly integrate real time insights mined from social media into their use of mass media amp8211 which still accounts for a disproportionate share of their marketing and communications spending Companies that approach social media in a silo isolated from their use of mass media risk spending massive amounts of money inefficiently while losing control of their brands The semantic barrier is identified as a key problem that prevents organizations from effectively and efficiently integrating social and mass media Drawing from 15 years of MIT research into the problem an approach to breaking through the semantic barrier is outlinedBluefin Labs is a developer of Artificial Intelligence which the company argues is poised to be a significant contributor to quotinnovating the customer experiencequot thanks to quota flood of information on how people communicate and connect with one another that can be harnessed to create a new breed of AI that assimilates human interests and experience into hybrid forms of humanmachine intelligence Google39s search algorithm which is grounded in human preferences and judgments is an early example of the transformative effect of humanmachine intelligencequotBluefin claims their research reveals quotunprecedented new levels of insight into human behavioral and social patternsquot Predictive models grounded in observational video will enable better understanding of not only marketing and advertising influences but also support marketers39 and programmers39 need to anticipate the needs and desires of customers and audiences at the individual level The research has the potential to inform decisionmaking for TV network and online content development advertising creative media placement and crossplatform integrationMerged with settop box data being packaged by TRA Global TiVo Simulmedia and other providers the Bluefin Labs AI could radically alter the media and marketing research landscapeRoy believes quotwe are in a position to reveal sweeping new views into the human condition that will leave few areas of business and government untouched From genome sequences and brain images to longitudinal video and cell phone traces new data about people are revealing insights into how we develop think behave and interact At the same time billions of people have come online and are expressing themselves in forms that simply did not exist just ten years ago amp8211 from blogposts and podcasts to YouTube videos and twitterfeeds By analyzing and crosspollinating these rich streams of human data our ability to understand predict and effect human behavior will be expanded dramatically with deep implications for health finance retail government and beyondquotA related TED Talk Worth Spreading is by Aaron Koblin wwwaaronkoblincom a data artist who takes community generated data and uses it to reflect on cultural trends and the changing relationship between humans and technologyNOTICE You are receiving this report as a corporate subscriber to Jack Myers Media Business Report Redistribution is restricted to authorized individuals within your company only

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