New Tool Links Social Media with OOH Spend

WPP's out-of-home (OOH) media planning and buying agency Kinetic has partnered with analytics specialist Fuel Intelligence to launch the 'Social Amplification Score' (SAS), which aims to attribute consumers' social media interactions directly to OOH media spend.

According to Kinetic, previous attempts to measure the social media impact of OOH required the use of campaign-specific hashtags - an approach the firm says failed to capture the majority of social media sharing. The new SAS platform uses proprietary algorithms and software to analyse social media data across Twitter, Facebook, Instagram and Tumblr. It also evaluates the 'opportunity to see' on social media, with an analysis of followers. Paula Fernandez (pictured), Kinetic's Global Head of Data, Tools and Analytics, says the new solution has been built by bypassing off-the-shelf social medial listening tools, and tapping in to advancements in custom audience tracking and social media data access.

'We saw some of our campaigns generating an incredible response on social media, earning huge numbers of additional impressions. We were being asked how to value this amplification, but no tool existed to do so - so we partnered with Fuel Intelligence to build one', Fernandez explains. 'People do talk about OOH campaigns, they do post the images, and we are now able to track across social media networks where they do this, identifying which sites generate the most interaction'.

Web sites: www.kineticww.com and www.fuelintelligence.com .