SMART-NIVA: Social Media Analysis and Real-Time audience Targeting for Native In-Video Advertising

SMART-NIVA is an eighteen-month project to research, develop and demonstrate new methods, metrics and tools for targeted Native In-Video Advertising (NIVA) based on the consumption patterns, interests, trends, influences and community interactions revealed by data analytics from on-line platforms and social media channels. The results will improve audience targeting and media planning for marketing campaigns in digital on-line and broadcast TV shows and music videos by the application of real-time analysis of social media responses on multiple platforms.The project will create new media planning processes and tools based on audience targeting using social media and demographic data analytics, predictive and post campaign analytics, and on-line opinion formation to run campaigns across different platforms. It will develop new methods for valuing NIVA opportunities and interactions, with a specification for a future standard. The project is a collaboration between two research-based SMEs: Semetric is a pioneer of social media analytics and Mirriad is a leader in the development of technologies and processes for brand embedding and video-based NIVA.