Programmatic Lunch

Buzz Radar Preps 'Emotionally Responsive' Billboard for Cannes Lions

Tim Maytom

cannes compReal-time data firm Buzz Radar is set to unveil the world's first 'emotionally responsive' billboard at the 2016 Cannes Lion Festival, which will analyse and respond to social media posts, updating its content to match the tone and emotion of attendees.

The billboard will make use of Buzz Radar's Command Centre data platform, which integrates IBM's Watson Personality Insights engine, to analyse over 5,000 social media posts every hour, tracking the #canneslions2016 hashtag to monitor the tone of attendees.

The billboard, located on top of the famous Grand Hotel in Cannes, will then deploy adverts based on sentiment characteristics using recognised emotional response theory, updating every 15 minutes to match the changing tone of visitors over the course of the festival.

"We have been the chosen data visualisation partner for Clean Channel Outdoor at Cannes Lions for the past four years and wanted to take it one step further this year," said Patrick Charlton, CEO of Buzz Radar. "No other industry has the sheer wealth and opportunity offered by data than the advertising world, but data is only powerful if you can communicate it effectively.

"We're on a mission to bring this to life for all attendees at the festival, whatever mood they're in. Data is the buzz word, and has been for some time. We're surrounded by it, and it can be gold dust when it comes to unlocking business growth. But it's complete valueless unless you can understand it quickly and easily, and then derive something useful and actionable from it."

Throughout the festival, Buzz Radar will be demonstrating its Command Centre technology at several key locations, giving attendees the chance to interact with real-time data visualisations that will provide key insights from over 300,000 conversations happening online at the festival.

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