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Jack Myers On the Road

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Out of the primordial ooze that is SxSW, a new rising technology star has emerged. SoundCloud (www.soundcloud.com), a YouTube-like site for audio, recently raised over $60 million primarily from Peter Chernin's Chernin Group and Institutional Venture Partners. With a $700 million valuation (which its founder considers too low) and significant marketing and advertising applications, SoundCloud should be on the radar screen of media companies, marketers and agencies. The Berlin-based company was founded in 2009 and originally funded with. $ 3.3 million by London-based Doughty Hanson Technology Ventures.

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Using a completely different methodology, classical advertising research best practices with hard measures of exposed/unexposed (having the latter is as good as it gets in advertising research), Symphony Advanced Media is corroborating Jack Wakshlag’s landmark finding every day. In their nearly 10,000-person national panel (being passively measured for exposure to screen content across TV, digital, mobile phone and tablet, social and search), studies done for different advertisers, agency groups and networks indicate that what they call “Socialtasking” (their coinage from “multitasking” and Symphony’s coined word “Mobiletasking”) lifts advertising recall up to six additional percentage points of the audience when people are watching TV while communicating with other people electronically by any means.

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