PunchTab and Mashwork Announce Partnership, Empowering Entertainment Marketers to Increase Insights and Optimize Future Efforts
Omni-Channel Engagement Platform and Social Insights Platform Team Up to Provide Actionable Insights for Entertainment Marketers
May 28, 2014 --
PALO ALTO, CA and NEW YORK, NY--(Marketwired - May 28, 2014) - PunchTab, the leading omni-channel engagement and insights platform, and Mashwork, a leading social insights firm, today announced a strategic partnership to empower entertainment marketers with deeper understanding of consumer behavior and sentiment.
Integrating Mashwork's Canvs, the first social entertainment analytics platform that tells users not only the number of people who are talking about particular content, but also how they feel about it, with PunchTab's second screen solution, entertainment agencies and marketers can now leverage what is arguably the single largest emotional knowledge base in the business, with PunchTab's omni-channel engagement capabilities, creating a robust understanding of actionable insights that can be used in optimizing future marketing initiatives.
"PunchTab is a friend and strategic partner of Mashwork's both on our innovative custom research and as early adopters of our Social TV analytics platform Canvs," said Jared Feldman, Mashwork's CEO and founder. "Together, Mashwork and PunchTab are exploring the strong synergies and correlations that exist between campaign activations designed around entertainment releases and resulting social TV behavior from passionate fans and second screen pundits. It's been a really exciting partnership so far."
Early results from a PunchTab powered second screen campaign around the sophomore season of one of the most popular cable television shows from a major television network, resulted in 2.1 million total actions and over 700,000 social actions, and by analyzing Twitter social activity using Mashwork's canvs, we learned that program participants are three times more likely than non participating audience members to tweet about the show, and they are 1.4 times more likely to engage with emotional investment. Additional insights from engaging and tracking audience member behavior and profiles resulted in a deeper understanding of the most valuable target audience composition.
"We're focused on innovation and creating solutions that help our clients execute successful, on-going programs and campaigns," said Angela Sanfilippo, CMO at PunchTab. "Marketers have learned that it's no longer about generic mass marketing, and find themselves without the right tools to better understand who their most valuable audience members are and what makes them unique. We're excited to work with Mashwork as a trusted partner who understands how entertainment companies can help us best leverage social media to deliver the right insights to our customers."
Mashwork, a leading social insights firm, was founded in 2010 by CEO Jared Feldman and Chief Scientist Sam Hui and is located in the Flatiron District of Manhattan. Mashwork is venture-backed and, for the last four years, has been performing leading edge social listening and other custom research utilizing social data for some of the biggest brands and media agencies working across industry verticals today.
About PunchTab, Inc.
Founded in January 2011, PunchTab is an omni-channel engagement and insights platform enabling agencies and brands to create dynamic experiences that engage consumers across any touch point, track and understand user behavior, and optimize for more effective marketing initiatives and communications. PunchTab's customers use the company's flexible solutions to deepen audience engagement and build awareness by leveraging everything from social sharing, UGC and awareness campaigns, to sophisticated loyalty and engagement programs. PunchTab offers both an out-of-the-box product and a fully customizable, white-labeled solution that can reward any action with virtual, social and real-world rewards.
Based in Silicon Valley and led by YouSendIt founder Ranjith Kumaran and early YouSendIt engineer Mehdi Ait Ofkur, PunchTab is funded by Mohr Davidow Ventures, The Social+Capital Partnership, Crunch Fund, Venky Harinarayan and Anand Rajaraman. For more information visit www.punchtab.com.
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