As the CEO and founder of Canvs, the first fully-automated platform to analyze social TV sentiment, Jared Feldman gives hope to any non-STEM majors in the world who aspire to become tech entrepreneurs.
New York City-based Canvs ― launched in public beta in April 2014 and formally released just last December ― has already become the industry standard for measuring audience reactions at scale through the analysis of real-time Twitter data.
I Hate How Much I Love TV
Canvs brings its algorithm to bear on Neilson’s Twitter TV Ratings to provide clients with real-time qualitative data capable of parsing complex emotions, contexts and nuances.
Example: “I’ll hate myself in the morning for loving the red wedding scene in Game of Thrones.”
An articulate and commanding presence on the speaking and conference scene, Feldman is dedicated to pushing the boundaries of social media thought leadership and insight as he evangelizes for social analytics as the future of digital entertainment.
CMSWire caught up with Jared Feldman recently at PivotCon in New York where he shared his views as a panelist on the subject of “New Frontiers in Social Data.”
Sobel: You graduated from New York University with a BFA in Entertainment, Media and Technology and then co-founded Mashwork, ― which evolved into Canvs ― with one of your NYU professors. Can you tell us a bit about how all of that came to pass?
Feldman: As a student at NYU, I completed a reverse mentorship program where students mentor media executives. I mentored a group at Time Warner and in the course of doing that, I noticed a huge gap between the questions people were asking and the tools that were available to answer them.
I was really inspired to create a solution to that problem, so I teamed up with Dr. Sam Hui, an MSI Young Marketing Scholar, who was an assistant professor of Marketing at NYU’s Stern School of Business at the time. Together we united to establish a social media insight firm called Mashwork, which eventually became Canvs.
Our mission with both firms was to develop a tool that would be capable of providing insight and context for the media industry’s raw ― and complicated ― data. Using Hui’s proprietary algorithm, we focused on providing qualitative analysis to television and entertainment clients. Today Canvs processes hundreds of millions of social media data points daily.
Sobel: You describe Canvs as a “social listening tool [that provides] qualitative social TV insights [to inform] social media strategy for television marketing, research, production and ad sales.” Can you explain?
Feldman: Canvs is the first platform that measures ― automatically and at scale ― the emotions that drive conversation and engagement in the television space today. Think of it as an intuitive and dynamically intelligent opinion poll that reflects the way real people are talking in real time.
We do this by analyzing all TV-related Tweets as captured by Nielsen Twitter TV Ratings for new and live English-language programming across over 250 US television channels. That makes Canvs the most humanized social media intelligence tool on the market because we have created the world’s largest database of emotional words and phrases related to entertainment. Our proprietary algorithm allows us to categorize Tweets into clusters based on complex emotions rather than the simple positive, negative and neutral sentiment typical of most tools.
Sobel: Last year you were quoted in an news article as saying, “Social platforms like Facebook and Twitter might as well be agnostic [by then] since consumers will have aggregated all of their digital social life into consolidated user profiles designed to curate multiple feeds and allow for single-source user engagement.” Can you explain?
Feldman: As TV becomes an ever more connected and social experience, it will become more personalized than ever. Content will be created with higher frequency, delivered in more ways and consumed through more fragmented means than ever before.
When that happens, mass media will realize its potential to become personal media based on the massive amounts of data being shared by consumers. Each of us will be able to log into web-connected content services and see only the content that has a high probability of being compelling to us as individuals.
The evolution of personal media will mean that content has truly become king because the only way you can be exposed to it will be through a continuous cycle of sharing and collecting data.
But for these aggregated feeds to manifest themselves, two important trends must continue: Measurement needs to evolve to be able to quantify if people are emotionally invested in personalized content and content must continue to become more and more dissociated from its creators and distributors.
As a consumer, my world of content will be the sum total of my actions across search, web, and sites like Facebook, Twitter, Instagram, Hulu, Netflix and AppleTV. When that happens, we will go from being told what we can and cannot watch to fully participating in shaping our choices.