Bain Media Lab Launches with Mensio Analytics Platform

In San Francisco, management consultancy Bain & Company has opened a Media Lab, and launched an AI-driven analytics platform called Mensio, to analyze TV advertising and sponsorships.

The Mensio launch is the result of a collaboration between the new Media Lab and deep learning specialist Hive, and gives users access a choice of two self-service, cloud-based dashboards - one for buyers of TV advertising and sponsorships and one for sellers such as TV network owners and sports leagues. Mensio uses Hive's computer vision models to enrich recorded TV content with metadata, including the identification of commercials and sponsorship placements, as well as contextual elements. Second-by-second viewing of that content is derived using data from nearly 20 million US households, which is then scaled nationally and can be matched to a range of outcome behavior.

Users can measure exposure to a brand's TV ads for a given population, ranging from total population to specific behavior-defined segments. The tool can also be used to report on the distribution of frequency for a given population, while evaluating the impact of exposure to TV ads and sponsorships on outcomes such as online activity, store visitation and purchases, as well as qualitative brand metrics. It can also provide competitive intelligence on brand's relative share of voice by industry vertical and brand, and measure ROI for sponsorship placements.

Dan Calpin (pictured), who leads Bain Media Lab, comments: 'Our launch product, Mensio, unlocks the speed and granularity of data for TV advertising and sponsorships that marketers have come to expect from their digital ad spend. Mensio arms marketers and their agencies to transition from post-mortem analysis of TV ad spend to real-time optimization, and gives network owners long-elusive data that can help them recast the narrative on advertising'.

Web sites: www.bain.com , www.bainmedialab.com and www.thehive.ai .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.