Canvs, a emotional analysis platform, announced a partnership with Turner this week to help power the media company’s new Launchpad tool. Launchpad will allow Turner to create social content with Canvs’ real-time analytics and data visualizations that will inform the distribution of the content. Using Canvs’ data will help identity similar users, what they’re into and talk about, and then create content to engage them authentically. The tool will help Turner gauge the effectiveness of their social campaigns, among other things.
Frank Kavilanz, vice president of social for Turner Ignite said in a statement that emotional insights are helping them connect with audiences. “By aligning with Canvs, we gain deeper understanding of the moments that trigger emotional reaction,” he said. It’s actually just simple digital math — when people are more emotionally involved with something, they’re more inclined to share it. It really is as simple as that.
Go beyond sentiment: Canvs understands emotions better than anyone https://t.co/C30awF31r4
Advertisement— Canvs (@canvstv) April 17, 2016
How Canvs digs into emotions is a little more complicated. Turner’s Launchpad will use Canvs’ proprietary qualitative analytics platform, Emotional Reactions, which can reveal sentiment around specific characters, plotlines, and big moments during a broadcast or series. They map up to 56 unique emotion categories like “love,” “funny,” “annoying,” “beautiful,” “exciting” and more.
Jared Feldman, founder and CEO of Canvs said that the insights bring extra value to Turner’s own campaigns and their advertises.“Leveraging real-time Emotional Reactions will help Turner’s brand partners identify and market to groups of like-minded fans when they’re still emotionally-charged and rallied around a particular topic or piece of content,” he said.
Turner’s already launched over a dozen Launchpad campaigns so far, including ones around Doom and Conan.