Maxus launches social TV tracker tool, Synapse

By afaqs! news bureau , afaqs!, New Delhi | In Digital | February 24, 2015
The tool will help planners track and measure which programmes are dominant on social media.

Maxus has launched 'Maxus Synapse' a social TV tracker to help plan for the digital natives effectively. The tool tracks the conversations of key channels and programmes, reports it in one view for planners and buyers to take smart decisions, enabling them to drive business more efficiently. The tool has been developed in association with Frrole.

The applicable tool pulls in real-time Twitter data for top-performing programmes and online channels. The key quantitative metrics are reach (in minutes), mentions for the programmes, as well as conversation sentiments. These metrics would help planners track and measure what programmes are dominant on social media, and how the brand associations can be multiplied, leveraged and nurtured to bring out the best-performing results.

Priti Murthy

Commenting on the tool, Priti Murthy, national director, Insights, Maxus India, says, "Research has found that earned social media 'reminds' people to watch an episode after the live airing, thereby making it imperative for us, as media planners, to see the audience data more holistically than in silos. It was the recurrence of these conversations that gave birth to the idea of Maxus Synapse."

"With Synapse, one will be enabled to track and measure the performance of TV programmes, vis-à-vis the social chatter around them. This will also help understand the lift generated by social media and analyse the qualitative viewing of niche audiences, which is minuscule compared to GECs," she adds.

Amarpreet Kalkat, co-founder, Frrole, says, "At Frrole, we are privileged to be the social data partner for another industry-leading initiative from Maxus that would not just be a trendsetter, but would also drive significant increase in ROI on media spends by Maxus clients."