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Advertising through algorithms

Monday, August 15, 2016 - 01:39

Musicians, producers, and actors are now using algorithms to find superfans and up sales. Bobbi Rebell reports.

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The band Maroon 5 uses an algorithm to find influential fans on Twitter and Instagram, and, with their help, sell more tickets, music, and merchandise. Other stars, who employ that high-tech tool, include singer Fergie and comedian Margaret Cho. The algorithm was created by a New York - based company SocialRank. Alex Taub is one of its co-founders. (SOUNDBITE) ALEXANDER TAUB, CO-FOUNDER, SOCIALRANK, (ENGLISH) SAYING: "We're helping them get really granular with the data, and figure out the individual people behind the accounts. And a lot of them use us for tours so, if a band is going on tour, and they want to find people in Chicago, or Miami, or California, we help them find their biggest fans there, we help them find the most engaged followers, people to help get the word out about the tour and things like that. So a lot of band, brands, agencies really like this." In return, superfans often get free tickets and backstage passes. Ian Schafer runs digital ad agency Deep Focus. (SOUNDBITE) IAN SCHAFER, FOUNDER AND CHAIRMAN, DEEP FOCUS, (ENGLISH) SAYING: "For entertainment companies, consumer goods marketers to be able to identify who these individuals are, is going to be invaluable for them to, you know, not only reach those people and convince them to buy a particular product or see a particular show, but get them to influence as many people as possible to do the same." And SocialRank is not alone. Others in the field include firms like Audience, SocialBlade, and Manage Flitter. They're gradually replacing old-school advertising.

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Advertising through algorithms

Monday, August 15, 2016 - 01:39