Partnership Unlocks Granular Location-Centric Audience Emotion Insights for Biggest Brands in Music, Sports, Retail, Travel and Conferences
Digital can’t compete with the physical magic of live events, but that doesn’t stop people from live-sharing their real-world experiences across social platforms. Enter the emotion measurement leader Canvs who has partnered with the hyperlocal live events analytics company Ampsy to deliver location-centric audience emotion insights at events for the biggest brands in music, sports, retail, travel and conferences.
The Ampsy platform combines proprietary geofencing technology with real-time experience analytics to deliver a live event media aggregation service with insights about attendees who take to social during games, concerts, conferences and more. Ampsy helps identify and compartmentalize this digitally-engaged live audience, uncovering people with influence over their followers. These influencers are important ongoing sales targets, in addition to serving as candidates to be activated for future marketing campaigns.
By plugging into the Canvs API, Ampsy can now further qualify live audiences with an understanding of the event moments which most emotionally resonate with attendees. These emotion insights can be used for marketing -- for example, taking the most “loved” play in the game or moment in the concert and cutting it up as a social media marketing video. Further, the insights can be used to identify themes, songs and programming that most resonate with people, subsequently informing companies on where to make iterative marketing and programming changes moving forward.
“Sentiment analysis isn’t enough, and with Canvs we have a true view into how event attendees feel about the live content they’re experiencing,” said Jeremy Gocke, CEO at Ampsy.
“Emotion measurement data gives us a more granular understanding into the specific moments that people love, and with these insights we can prescribe to our partners marketing and programming initiatives, in addition to signaling specific ways to improve and elicit more emotions at future events.”
Ampsy creates a virtual fence around a physical location, uncovering real-time posts from geo-enabled social media accounts -- with no need for beacons, hashtags or third party app data.
The company’s unique offering has enjoyed broad adoption from brands: Jimmy Kimmel Live, Red Bull, AT&T, Hyatt, Washington Wizards, Linkin Park, AC/DC, American Idol and many more.
“Ampsy has cracked the nut on measuring the real-time social signal at events, making them a strategic partner and this an important API deal for Canvs as we’ve aspired to bring our audience emotion insights to the live events marketplace for some time now,” said Jared Feldman, CEO at Canvs.
“We’re working closely with Ampsy to apply learnings from our work with TV networks and brands to now help professional sports teams, music industry organizations and more utilize emotion measurement data for better programming and business outcomes.”
Canvs was founded in 2014 as a way to help media companies inform their TV programming results from reactions on Twitter. Today, with API access to YouTube, Instagram, Facebook and an API of its own, Canvs is evolving to help media companies, technology platforms, brands and agencies decode the troves of social banter across platforms. Companies who trust Canvs for emotion analytics include: Netflix, FOX, NBC, Viacom, Warner Brothers, Sony Entertainment, Initiative, Lionsgate, Pilgrim Studios, PopSugar, StyleHaul, Creative Artist Agency, Assembly, and 360i, among countless more.
“Ampsy gives us quick, efficient clarity on influential attendees who take to social at our client events and experiential activations, and we’ve had success retargeting and leveraging those,” said Darren Wilson, president of bluemedia, the national signage firm behind the design, printing, fabrication, and installation of the biggest events in the world, including the Super Bowl, MLB All-Star Game, NFL Kickoff, Playstation Fiesta Bowl, and more. “As we look to further unlock insights about what motivates and interests fans, we’re eager to see how audience emotion data can help us engage event attendees with purpose and improve our clients' activations over time.”
At scale, Ampsy uses its proprietary social geofencing technology and machine learning algorithms to help clients identify, segment & activate their most socially influential customers at events or business locations, leading to increased brand loyalty, engagement & revenue. Hundreds of clients have used the Ampsy platform, including the Houston Super Bowl Host Committee, Jimmy Kimmel Live, Red Bull, Washington Wizards & Capitals, Phoenix Suns, AT&T, Hyatt, Linkin Park, and many more. Ampsy was previously a Top 8 finalist at the SXSW Accelerator Competition and subsequently named one of the 20 Most Interesting Technologies at SXSW by IPG Media Lab. Ampsy is backed by prominent investors including Exponential Partners, Scout Ventures, Arab Angel Fund, Rick Dalzell (former Amazon CIO), and Raul Fernandez (Vice Chairman, Monumental Sports & Entertainment). www.ampsy.com
Canvs is the industry standard in measuring emotion. The company uses patented semantic analysis technology to understand how people feel, why they feel that way, and the business impact created for brands, agencies, and media companies. Organizations including Comcast, Fox, Turner and Netflix use Canvs daily to create research efficiencies, unlock authentic marketing opportunities and increase revenue by enabling emotions to be used as a currency in media transactions. Canvs was recently named to the ARF A List, recognizing the most innovative companies in measurement. The company is also an official Facebook Media Solutions partner and has a strategic relationship with Nielsen as the sole provider of qualitative insights. For more information, please watch.