Wonder why companies like Red Bull spend a lot of money sending a dude into outer space to jump out of a balloon? Taykey’s look at the online conversations generated by the stunt are part of Digiday’s analysis.  An even long piece appeared in Mashable.

The first debate is in the history books and Taykey was taking the pulse of the web audience minute by minute for the duration.  Check out Business Insider to see how the candidates did.

In addition to the coverage there, we found the following by diving deeper into the data:

• Of the people who expressed an opinion on who won the debate, Romney was called the winner by a margin of 6-to-1
• When just looking at the positive statements about each candidate during the 90 minutes, Romney had twice the positive sentiment
• Despite this, of the people who declared who they were going to vote for, Obama had a 3-to-1 lead

It’s important to note that we only looked at the people posting comments, tweets, status updates, etc., during the debate and that this audience doesn’t represent any other population — so trust the quality polls when making your bets on the outcome, ours is a snapshot of how the people commenting during the debate felt at that moment.

Business Insider has published our infographic on the six or so weeks of the presidential campaign culminating in the end of the Democratic Convention.

Read the piece here: http://www.businessinsider.com/infographic-mitt-romneys-last-two-weeks-2012-9

Yesterday, Apple announced the iPhone 5.  We have a healthy iPhone vs. Galaxy discussion going on in the office and we thought it would be fun to turn our technology on the announcement.  We tracked online conversation about each feature minute by minute as the Apple press conference unfolded and the live blogging of the event spread into the world.  

Here’s what the event looked like to us:

Click for a larger image. 

As you’ll see, there was a lot of discussion online that rose and fell with the introduction of each feature.  Volume is the light grey chart.  The darker chart shows sentiment.  There was a net positive sentiment across all features — not that surprising among the folks who are following the live announcement — but there were some variations.  The more techy feature — the new processor — was less thrilling than the bigger screen.  The higher resolution camera was good, but since it was mainly an incremental improvement it didn’t pop like the availability date, which was huge.  

We thought there might be some negativity about the new connector, but that didn’t create a valley in the data by any means.  

This announcement was unlike past ones in that there were few surprises.  All the leading rumors over the last several months turned out to be correct.  So expectations were well set and any potential hand wringing over disappointments were in the past by the time of the announcement.  Which makes it pretty clear that the idea of “secrecy” around these announcements is just part of the Apple mythology and the run-up to the announcement is as well designed and executed as any Apple product.

Our graphic was covered on CNET and MyBroadband.

We’re pleased to announce that Taykey has hired Matt Rosenberg as VP Marketing.  Rosenberg will lead the company’s efforts to tell its brand and product story to advertiser and media agency clients as its capabilities continually evolve.  Taykey taps into audiences by analyzing fifty thousand data sources, discovering the topical content they are consuming at that moment, and utilizing their proprietary buying technology to place their clients’ ads alongside audience interests as they emerge.

“Advertisers have always worked to place their brands next to relevant and interesting content that consumers welcome into their lives, “ said Rosenberg. “Whether in print, on television or online, marketers need to get the interplay between culture and commerce right.  But as the speed of culture increases, media planning cycles cannot keep up.  Taykey’s unique technology solves this challenge and represents a great opportunity to make digital advertising work better.”

Said Amit Avner, Taykey CEO and co-founder: “Adding a multi-faceted executive like Matt is a huge win for Taykey.  With experience building strategically oriented teams at rapidly expanding media businesses like ours, as well as running media and creative accounts on the agency side, he understands the marketing ecosystem and our opportunity in it and is uniquely capable of telling our story to the industry.  Matt joins John Schneider, Laurie Barlev and Omer Dror as we expand our executive team with highly experienced senior leaders.”

Rosenberg has been in digital leadership roles for over 16 years.  He joins Taykey from SAY Media, where he founded the hybrid ad network/publisher’s global strategy and market research groups as VP Solutions.  Previously, he led business development as EVP Client Engagement at award-winning creative agency Big Spaceship and oversaw media and creative accounts at Omnicom’s Organic, where he founded the Los Angeles office.  He has deep entertainment industry experience both on the marketing side – he was an early digital hire at Sony Pictures Entertainment, where he oversaw the movie marketing efforts at Sony Pictures Digital – and as a television writer.  

Taykey does real-time advertising, but not the kind you think. The company builds media plans for its large brand ad clients based on what their target audiences are buzzing about right this instant. Those media plans are executed on Facebook, Google, YouTube, and as of this summer, Twitter.

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Taykey, a startup that uses real-time topic analysis to help companies target their ads, has expanded its lineup with what the company calls its Topical Advertising Platform. Co-founder and CEO Amit Avner says the launch should help Taykey reach a new customer base of performance advertisers.

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