Hearst this week announced that its trend detector offering, Buzzing@Hearst, is now open to advertisers, allowing them to programmatically target top-performing content across Hearst's media
properties. Buzzing@Hearst analyzes data-driven signals and monitors trending articles, enabling marketers to sync their messages to what's buzzing and hot in real-time and what content readers are
engaging with.
Buzzing@Hearst is an extension of MediaOS, Hearst's proprietary analytics-driven content distribution platform. Buzzing monitors thousands of active articles across Hearst's
digital portfolio, including newspapers, magazines, and TV channels, and provides information about trending articles that editors can curate for their sites.
The product examines hundreds of
signals that are refreshed every 90 seconds, to create a "Buzzing Score" of 1 to 20, a rating assigned to every article to determine its popularity and interest among Hearst's 350 million unique
visitors. Marketers are then able to serve up ads on pages that are receiving the most social or audience engagement, in addition to other metrics.
Linked directly to DoubleClick for
Publishers (DFP), Buzzing allows for a direct data connection between Hearst's editors and digital sales teams.
By integrating Buzzing@Hearst on editors’ dashboards, Hearst is able to
consistently monitor for trending articles with the highest Buzzing Scores and curate content relevant to their publications. It also allows editors to receive real-time feedback from readers and
develop content more likely to resonate with audiences.
Recently, for example, a piece that appeared on ELLE UK about Kate Middleton breaking the Queen's dress code received a high
Buzzing Score and, as a result, was curated to also appear on U.S.-based Hearst sites.