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Whip Media, Free Turn Partner to Better Measure Brand-Funded Entertainment
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M&E enterprise software platform and data provider Whip Media has partnered with production house Free Turn to bring consumer viewing and engagement data into the development of brand-funded entertainment.
The goal is to change how brands create, develop, test and produce TV and film content, using everything from global audience data, to entertainment consumption habits, to distribution intelligence, via access to Whip Media’s proprietary data and worldwide audience panel of 16 million-plus viewers.
“Our data on how consumers watch, engage with, and react to programming, is an important tool to help predict and prove the value of a brand’s content,” said Cory Sher, VP of global account management for Whip Media. “Our partnership with Free Turn offers a new way to utilize our data to help create content around a brand and tell unique stories, while also providing a way to measure success for OTT platforms.”
The hope is that by using Whip Media’s real-time viewing and engagement data — covering more than 4 million-plus TV episodes and movies across 80 countries and 1,200-plus platforms — brands will be able to anticipate audience and cultural trends and use that information to produce entertainment that not only garners audience attention, but contributes to culture and delivers a competitive edge.
“It’s clear brand-funded entertainment has immense power to engage audiences and grow business. But how can we make the development process smarter? Until now, advertisers have been forced to create entertainment with little insight as to what their target audience consumes and craves, and without any way to test ideas with audiences before investing significant amounts of marketing capital,” said Gemma Batterby, co-founder and managing director of Free Turn.
During the pandemic, Whip Media’s data has accurately predicted several global audience and entertainment trends, including the success of Netflix’s “The Queen’s Gambit” and Hulu’s “Love, Victor.”
