Kinetic, the global leader in connecting and activating audiences on the move, announced today the launch of SAS (Social Amplification Score), the world’s first measurement tool that allows brands to attribute consumer’s social media interactions directly to an Out-of-Home media spend.
Powered by FUEL Intelligence, an analytics and technology specialist, SAS analyzes social media data across Twitter, Facebook, Instagram and Tumblr to identify social content that is directly attributable to OOH campaigns. Through SAS, an OOH campaign’s earned social media reach and awareness is now quantifiable — a major advancement in valuing OOH campaign performance and applying an omnichannel approach to OOH.
“This tool was developed in response to a real need we identified from our clients and account services teams,” said Paula Fernandez, Kinetic’s Global Head of Data Tools and Analytics. “We saw some of our campaigns generating an incredible response on social media, earning huge numbers of additional impressions. We were being asked how to value this amplification, but no tool existed to do so—so we built one—so we partnered with FUEL Intelligence to build one.”
“We are delighted to have aligned our services with Kinetic’s to deliver an innovative OOH measurement product that bridges the physical and digital worlds," said Marc Maley, CEO of FUEL Intelligence.
Previous attempts to measure the social impact of OOH required the use of campaign-specific hashtags — an approach that failed to capture the majority of social sharing. In a significant advancement, SAS can be utilized without the need of any hashtag or additional audience action.
“By providing a more comprehensive picture of the reach of OOH campaigns, SAS enables marketers to better understand the impact of their campaign spend,” said David Krupp, CEO of Kinetic North America. “It’s a major advance in evaluating OOH's ROI.”
SAS data provides valuable campaign optimization opportunities by delivering a wealth of insight into which creative, media sites, and formats are sparking the most social activity. With aggregated and anonymized data on each social post’s demographics and interests, SAS is a vital campaign optimization tool.
“I see SAS as one piece of a larger puzzle Kinetic is solving,” said Mauricio Sabogal, Kinetic’s Global CEO. “We want to understand and measure how all the media that reach moving audiences interact, so we can leverage those synergies to create more effective campaigns. This is a big step forward towards that goal.”