Trendrr CEO Mark Ghuneim was recently interviewed by SNL Kagan’s Sarah James around the Social TV universe and where Trendrr fits. The full article can be read at SNL Kagan’s site (subscription required). Please find an excerpt below:
What role specifically do you see Trendrr playing in that?
We process our data in two ways, one of which we’re well-known for which is the analytics around television through ranking engagement. Contextual optimization means that I can now tell advertisers that conversations around innovation spike up around these shows or these networks. If you are Intel or Lexus or a brand that cares about innovation, these are the networks and these are the shows where the most conversation around innovation comes up. And it might be Discovery Channel but it also might be “Big Bang Theory” [on CBS] or some other show. On the measuring side of television, we’re really getting into this wonderful qualitative data. I can tell you whether plot lines are resonating, whether characters are resonating, whether viewers like Wo Fat as a villain on “Hawaii Five-0.”
The second thing that we’re doing much more of now is helping networks find the creative to take the data and integrate it on air. You’ve seen shows do this — [NBC's] “The Voice” does it really well. I think there will be shows that are truly interactive, and just like reality was a genre, interactive will be a genre. What we’re doing is processing the Twitter fire hose and taking that to use for creative user experiences. We’ve been focusing on removing any barriers to entry for the broadcasters and the cable companies. Part of our goal is to make it easier for them to take this data and use it on air, whether that means curating the most valuable conversations or rankings or polls. I think our role is in analytics, curation and display and then, ultimately, discovery, and then it will continue to evolve because the landscape is evolving at orders of magnitude.