Media intelligence companies gather data from various media channels and analyse this information to extract insights. Brands, businesses, organisations, and government entities use these insights to measure the performance of their marketing initiatives and build better business strategies.
This field has evolved from processing data through manual methods to a network of connected technologies that delve into every detail of a brand’s media coverage. These systems are, however, struggling to process the influx of data from digital platforms like social media.
Recent developments in AI bring a new edge to media intelligence, where technology is used to rapidly process vast amounts of data.
media update explores the world of media intelligence to find out where it had its origins and how it has evolved.
Media intelligence: past and present
A number of tools are used to extract data and intelligence from media coverage and public conversations on media channels through powerful media monitoring technology. Media measurement and analysis tools extract insights from the data, and media reporting tools then assemble this information into reports for clients to use.
Media monitoring started out as a press clipping solution in which businesses would cut out sections of newspapers and magazines relevant to their clients. Monitoring of radio and television stations was added later on, incorporating the recording of broadcasts. Now, media monitoring companies search thousands of online platforms as well as social media posts for information that is relevant to brands.
Media measurement solutions identify the number of times a press release, marketing message, company name, or topic appeared in the media. With the advent of social media analytics tools, media measurement companies can also report on the reach, engagement, and audience demographics of social media content.
“...media measurement companies can also report on the reach, engagement, and audience demographics of social media content”
With data and metrics available, media intelligence companies introduced analysis services to determine how a client or brand is being portrayed in the media, and what impact this has on their business.
Media analysis is performed by specialists who produce quantitative and qualitative
analysis, and determine the sentiment of media clips.
Quantitative media analyses are now being compiled through computer programs that process media monitoring and measurement data faster than what was previously possible.
In the early days, businesses received physical
media coverage reports on a weekly or monthly basis. The Internet now allows media intelligence providers to deliver reports more frequently, and even hourly if required. Clients can now also receive alerts as soon as they receive negative media coverage or a set threshold of media clips is crossed.
The next wave of development in media intelligence is already on its way in the form of AI-driven media insights. These technologies extend the capabilities of media intelligence solutions to bring businesses instant, accurate analysis.
Read how AI is transforming the industry in our article,
How AI makes sense of the media’s Big Data.