For all the measurability of digital publishing, tracking the real impact of social media advertising remains a hope still awash somewhere between art and science.
Brand Bowl, a project organized by a Boston ad agency and presented on Boston.com, used tweets about Super Bowl ads to fashion formulae gauging reach and sentiment for a five-hour window during and after the game.
I’ll focus on Brand Bowl as one index aimed at combining various metrics. Even though social network advertising is expected to account for only about 10 percent of online ads in the U.S. this year, it’s a fast-growing category that news sites will need to do a better job of understanding and explaining to their advertisers.
Relying on selected keywords, Brand Bowl used a monitoring system called Radian6 to track the total number of tweets about a brand advertised during the game; the calculated sentiment about each brand; and overall performance — the “Brand Bowl score” — in the context of all tweets measured. Read more