130431Targeting and monetising promotional content using interaction metadataClosedFast TrackInnovate UKSocial Media is increasingly important in promoting new music releases. As content spreads on social media, substantial metadata about audience interactions is created. But most of this data is not used. MetaBroadcast developed algorithms that use this existing interaction metadata to determine the best blogs and social media accounts through which to promote content (influencers, and hidden influencers), and the best ways to monetise the content. To do so, a publicly visible campaign tool was created, Olala, employing innovative technology for tracking audience interaction anywhere without requiring any action on the audience side. In the latter stages of the project, MB also developed an innovative visual representation of the distribution graph of content through social media. During the project, Universal Music Group built campaigns that allowed interested blogs and social media accounts to embed new promotional music, and their readers, fans & followers--to share the content further. By repeatedly using the tool, UMG was able to feed back to MB about features and campaign outcomes. One of the best joint finds was that, indeed, presentation of dynamically optimised monetisation links, e.g., gig tickets, paid downloads, merchandise, and advertising/ links from brands that the artist endorses WITHIN the context of a music video leads to a high CTR on said links. Through this work we built a vital service for the music industry, allowing record companies to directly monetise activity within social media. In the medium term, we see that this same technology could have broader application in permission-based advertising. Anyone who seeks to use iconic free content as a mechanism to sell other products and services will benefit from a very similar toolkit. As a proof, MB has since gone to roll the new technology out to clients outside the music industry (arts, broadcast) and is rolling the prototype into one of its existing flagship products, Voila.