Comments on: Are those Superbowl ads any good? Twitter will tell us.

By: Dotsy Evans

Dotsy Evans — Sat, 06 Feb 2010 16:42:40 +0000

Thanks for this, Edward. Will enjoy the big game on so many more levels.

By: edward boches

edward boches — Fri, 05 Feb 2010 21:44:56 +0000

I’m not sure we have the analytics for that. We can measure conversation, sentiment and adjectives that describe sentiment. Perhaps we can speculate from that.

By: Erica Nardello

Erica Nardello — Fri, 05 Feb 2010 21:34:26 +0000

This is fascinating – I think it’ll be great, especially for those like me, who only watch the Superbowl for the commercials! I’m really looking forward to checking this out live.

Do you have any plans to analyze what makes a particular spot effective? Or to attempt to apply it to future works or clients? Or are the Superbowl ads too much entertainment to apply in the future?
.-= Erica Nardello´s last blog ..ericanardello: Thanks for the #FF @SusieGeeee Right back at you! =-.

By: Superbowl Advertising and Social Media | Daniel Prager

Superbowl Advertising and Social Media | Daniel Prager — Fri, 05 Feb 2010 00:51:55 +0000

[...] Advertising, has partnered with Radian6, a social media monitoring solution, to track up to the second reactions to super bowl commercials. This is a great partnership, and will show the power of social media, advertising and measurement [...]

By: edward boches

edward boches — Fri, 05 Feb 2010 00:34:04 +0000

Great, Teresa,
Thanks for the clarification. This is both an art and a science constantly improved from experience and previous learnings.

By: edward boches

edward boches — Fri, 05 Feb 2010 00:32:42 +0000

Basically you are right: awesome, love it, great, funny, liked it. If there is a not good that will be negative. There is obviously judgment and experience involved. Radian6 does this for a living and has all kinds of data and models to maximize the likelihood of getting it right. Then we modify their model with additional information and predictions based on words we think will get used. Obviously there will be a mistake here and there, but the overall read should be accurate.

By: Ryan Moede

Ryan Moede — Thu, 04 Feb 2010 22:45:47 +0000

It’s kind of sad how excited I am to see the online conversation around the SB ads – can’t wait to see Brandbowl in action. @rmoede

By: Teresa Basich

Teresa Basich — Thu, 04 Feb 2010 21:48:53 +0000

Ah, such a fun experiment. And that’s indeed what it is, right? An incredible experiment fueled by intrigue, the desire to create awesome interactive experiences, and a common love for all things advertising. I’m interested to see the lessons and findings that come from BrandBowl2010.

And to help out with David’s question a bit, from a blog post our CTO wrote about our auto-sentiment feature:

“Radian6 automated sentiment reviews on-topic posts as they come in, determines the sentiment of the post at the sentence level, and aggregates a positive, negative, or neutral designation at the post level based on specified sentiment keywords and phrases. If a particular document or post touches multiple topics, sentiment can be determined for each separate topic.”

Overall, I think these sorts of real-time experiences help fine tune the social media monitoring industry, provide some great insight into how people react to brands in the moment and how views of “interruptive” advertising have shifted, and continue paving the road for creative teams across the board. A+, Edward. I’m excited to see this thing in action.

Teresa Basich
Content Marketing Manager
Radian6
@TransitionalTee
.-= Teresa Basich´s last blog ..Now The Ads Can Play, Too: Radian6 And Mullen Partner To Bring You BrandBowl2010 =-.

By: Nicole at Teleflora

Nicole at Teleflora — Thu, 04 Feb 2010 18:41:22 +0000

As a quick aside – we will actually be ON Twitter this year responding (or I will be, anyway) . And Ben, you’re exactly right about the difference between what they talk about and what the purchase.

The Super Bowl ad was great for us last year, but if everyone of the people commenting had purchased, it would have been even better, I think.

I look forward to seeing what happens this year and to watching BrandBowl2010 as I do.

By: Bob Rinderle

Bob Rinderle — Thu, 04 Feb 2010 17:19:37 +0000

Great idea, Edward. And a nice vehicle for Mullen to engage CMOs of brands in the Big Game – especially those who don’t perform so well. Very nice new business tool…
.-= Bob Rinderle´s last blog ..Budget Balloon & The Coming Bust =-.