7th Minute harnesses contextual TV data to inform marketing strategies

New platform uses content recognition technology to identify and analyse every word spoken on TV, helping marketers understand when and where to buy media.

Brands, agencies and broadcasters are being invited to trial the free preview of 7M Discovery to use TV data insights offer their business.

The new tool is an evolving insights platform that uses content recognition technology to identify and analyse every word spoken on TV.  

The result is a TV content database that users can search for any mention of relevant terms - such as brands, products and competitors; with knowledge of exactly when and where these terms occurred they can analyse what TV material influences activity away from the broadcast screen. 

TV content, whether ads or programme material, strongly influences consumer behaviour; it can be directly linked to increases in online searches for a brand or product type for example, as well as prompt a purchase.  

The firm claims that understanding these touchpoints can let brands and marketers make more effective strategy decisions, while providing broadcasters with data to accurately assess and value their inventory offerings.

7M Discovery is the only tool that provides details of TV mentions in an easy-to-read, visual format.

It is launched as research by ThinkBox shows that individuals spent 3 hours and 37 minutes per day on average consuming content on a TV screen in 2021 – which accounted for 71% of total daily video content consumption; linear TV represented 75% of total viewing time in the UK, compared to 25% for OTT, or on-demand during 2021, according to Comscore

The 7M Discovery preview is free to use and does not require registration.  Early adopters can search for a  variety of brands, and compare two at a time, to see when and where they appeared on TV over the past 30 days.  

Results are presented in a simple graph format.  The demonstration tool has been designed to illustrate the granularity of the broadcaster data that is available across TV broadcasters, and shows the power of the insights it offers.  

Ed French, managing director at 7th Minute, said: “TV contextual data and insights are a missing part of the media planning puzzle.  They give brands the extra knowledge they need to develop intelligent strategies, enabling them to make advertising relevant and effective, while broadcasters get to learn more about the wealth of data over which they preside.

“7M Discovery continues our mission to be the best at extracting meaning from TV content, understanding and packaging it so that it provides accurate insight for everyone that can benefit.”

7M Discovery is scheduled to launch in full during the second quarter of 2022.

The free preview is available to trial here.