Online and social-media comments can be great, but rarely does someone have the time to read or write one of high quality. For that reason, when we discovered the Antenna platform, we found its value proposition too compelling to ignore. Antenna’s platform elevates online engagement by allowing users to react and interact with digital media. Antenna’s in-line reaction tool adds to the overall experience and brand of digital content, while also providing quality feedback that lifts metrics. This is why after a strategic analysis, we decided to make an early-stage investment in Antenna. We believe with success Antenna’s service could help drive a new level of digital engagement for media companies.

Antenna takes the underwhelming “Like” or tap of the heart and turns audience engagement into something far more insightful. Reactions are easy to enter when using a smartphone, with no typing necessary on the small screen. User comments (“reactions”) are succinct, relevant and to the point; they carry more specific information than a “Like,” but are not as verbose as written-out comments often can be. Users can also select the exact text, image or video they are reacting to, so comments are more focused and meaningful. The combination of ease of use on smaller screens and relevant feedback makes Antenna’s social engagement tool unique.

Example of Antenna being used in an editorial piece

With all of that in mind, we should emphasize just how little effort leaving a comment requires on the audience’s part. With just two taps on the screen of a phone, tablet or mouse, your audience can tell you if they thought a video was imaginative, a quote unnerving or an author’s argument compelling. Additionally, and perhaps most importantly, this tool can be fully customized to hang with any brand. All these attributes make Antenna a valuable tool for boosting website metrics and expanding audiences.

To explain our investment, keep in mind that NAB Labs has a responsibility to undertake projects and offer funding for the development of new technologies that may be beneficial to the broadcast industry. NAB CTO Sam Matheny said in regards to this investment,

“Our members are vital parts of their respective communities, and the Antenna platform is an elegant solution that enables mobile and web visitors to pick the exact text, image or video they want to react to and to offer real feedback – much more than just a ‘like’ or a ‘heart’ – without all of the management overhead that comes with cumbersome commenting systems. Antenna is quick and easy for the user, and provides an excellent opportunity to grow engagement, build community and expand revenue options.”

Now that you have a better understanding of what Antenna is and what it does, we invite you to try out its free engagement tool and start building your digital audience.

We’d love to hear from you! Let us know what you think about Antenna on Twitter or Facebook.