Viacom inks social sentiment deal for ads with Canvs


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Michelle Clancy

| 26 January 2016




Viacom Velocity has announced a partnership with Canvs whose technology platform measures and interprets emotionality in language.



The alliance is designed to give clients a viewpoint into consumers' emotional reactions to marketing campaigns.

Viacom's proprietary tool to measure the effectiveness and virality of custom creative marketing campaigns, Echo 2.0, will integrate Canvs' emotional analysis to deliver deeper insights to marketing partners about the consumer impact of a campaign. It will track sentiment across five social platforms namely Twitter, Facebook, Tumblr, YouTube and Instagram.

Canvs' technology tracks a broad range of 56 unique emotions, an increase over the three general feelings – described as ‘positive-negative-neutral’ - typically tracked by sentiment analysis.

"Viacom's Echo Social Graph has already been providing clients a unique advantage in measuring social media campaigns by mining data on five social media platforms," said Lydia Daly, VP, Viacom Velocity. "Layering Canvs' analytics into Echo 2.0 deepens the insights we provide our clients like no one else can in the industry, and our team uses this information to ensure that we deliver our partners' brand messages with maximum effectiveness. Finding the most innovative ways to connect creativity and data science is what keeps us - and our clients - ahead."

"Our partnership with the Echo Social Graph now enables advertisers to tap into the power of emotions to inform client's marketing, research, and advertising decisions," added Jared Feldman, founder and CEO, Canvs. "Viacom has helped define culture for decades, and we are honoured to help its advertisers understand its audiences with a level of nuance and speed that has not been previously possible."