Firms Create Entertainment 'Micro-Genre' Graphs

In the US, audience measurement specialist Tru Optik has partnered with WPP-owned media agency Mindshare to break down TV and movie content into behavior-based 'micro-genre' graphs, and help firms target consumers with relevant content.

These micro-genre graphs organize titles into small clusters based on their tendency to be watched by the same consumer. The graphs draw data from Tru Optik's database of media consumption containing anonymized information on more than 500 million consumers; as well as more than twenty million movie, TV, music, and video game pieces of content. Mindshare will use the new service in The Loop, its proprietary data visualization and communication service.

Sameer Modha, Partner, Customer Data Strategy at Mindshare Worldwide, says that understanding the TV shows that appeal to consumers, as well as the music they like and the video games they play, will enable his firm to expand the target for a new movie, and open up new avenues for data-driven contextual placement.

Tru Optik Chief Strategist David Wiesenfeld adds that the ability to market entertainment properties across any platform to millions of consumers who have a proven interest in similar content is unprecedented. 'If you're advertising a new movie, you can target consumers who have watched similar movies on a one-to-one basis, at scale,' he stated.

Web sites: www.truoptik.com and www.mindshareworld.com .