|By Business Wire||
|May 6, 2014 06:03 AM EDT||
Mashwork, a leading social insights firm, will launch its proprietary Canvs platform today, representing the next generation in Social TV insights. Canvs is the first Social TV product that goes beyond volumetric buzz measures to reveal the emotions that drive conversation.
“TV network marketers can use Canvs to identify characters that resonate with their audience,” said Jared Feldman, Mashwork’s CEO and founder. “Ad sales research can use Canvs to see what other brands their audience loves. TV production can get insights into how the audience responds to plotlines and jokes.”
Canvs is the first social entertainment analytics platform that tells users not only the number of people who are talking about particular content, but also how they feel about it. The company has built what is arguably the single largest emotional knowledge base in the business.
“While most platforms segment conversation by sentiment, Canvs instead provides emotional categories that allow the marketer to make his or her own diagnosis,” said Sam Hui, PhD, Mashwork’s Chief Scientist. “After all, calling Walter White a ‘bad ass’ is a good thing when it comes to social insight.”
As an example, someone saying they’re “obsessed” with a show means almost the same thing as someone saying they’re “addicted” to it. Canvs recognizes the close relationship between these expressions and connects tweets containing those words with similar sentiments like “hooked” and “fixated” to produce actionable generalizations about the overall nature of audience reaction.
Comedy Central, Spike TV, and truTV are among earlier beta users of the new insights platform.
“Canvs fills a gap in the social metrics landscape,” said JP Lespinasse, Senior Director, Social Media at BET. “No one else has easily understandable, manipulable, accurate sentiment analysis. Canvs is an intuitive platform that helps TV brands identify the most important reactions to their shows while also carving up the data to create actionable insights.”
Mashwork will use funding of $1.5M from early stage venture backers for the launch and continued development of the Canvs platform.
Canvs is the first social entertainment insights platform that immediately tells you how audiences reacted to your content at scale. The platform, provides solutions for marketing, ad sales, and production by empowering decisions based on qualitative insights. Created by New York-based Mashwork, an insights company obsessed with technology, Canvs represents the next generation in Social TV analytics.
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