Kantar Video, a unit of KANTAR, WPP’s research and insights division, launches the beta release of its VideolyticsTM platform, a new real-time online and mobile video syndication, tracking and optimization technology for advertisers, agencies, and publishers.
Having achieved broad industry support, VideolyticsTM launches as an open multichannel platform that uniquely integrates behavioral, attitudinal and audience insights.
Videolytics is a public, self-service beta now available for free trial at www.KantarVideo.com
NEW YORK – Kantar Video, a division of WPP’s insight, information and consultancy network, Kantar, launched the Videolytics platform, offering advertisers, agencies and content publishers real-time online and mobile video syndication, tracking and optimization technology. This global Internet and mobile video advertising measurement, identification, syndication, tracking, and optimization platform is the global research leader’s first step towards comprehensive evaluation of online and mobile video.
“With over $1 billion in annual global video marketing spending anticipated to grow globally to $10 billion by 2015, online and mobile video is the fastest growing ad medium in history,” said Eric Salama, CEO of Kantar. “Videolytics represents Kantar’s commitment to investment, innovation and marketer relevant solutions in this important market.”
VideolyticsTM is underpinned by several best-of-breed technologies including proprietary fingerprinting technology which tracks all instances of online video no matter where or how it is distributed as well as linkages to proprietary Kantar online access panels which enables deep audience profiling. Also available in this release are new in-video custom and syndicated survey capabilities.
VideolyticsTM is a Software as a Service, open platform with free trial access for qualified accounts that provides seamless integration with various online and offline tools and services. In fact, Kantar Video is actively developing integrated solutions with many and diverse Kantar and 3rd party services. The first, Echo Video – created with Cymfony and Compete – combines VideolyticsTM with behavioral and sentiment tracking to provide complete analysis of viral video impact and returns.
“Kantar VideolyticsTM offers the most comprehensive syndication, tracking and optimization platform dedicated to effectively and efficiently measure and monetize online and mobile video worldwide” said Bill Lederer, CEO of Kantar Video. “This on-demand platform enables efficient and accurate analysis to facilitate better, faster decision-making by marketers and their agencies, content creators and distributors, and media companies leveraging Kantar’s unique resources and capabilities. Kantar Video looks forward to announcing even more innovation over the next several quarters as we help bridge the demand and supply sides of the market.”
Key Features of the Videolytics platform include:
Real-time advanced tracking and measurement
Optimized syndication across all leading video sites and devices
Digital fingerprinting technology for content identification and tracking across the web
Detailed analytics including demographic, psychographic, and attitudinal data
In-video surveys to reach viewers directly
Social media aggregation and metrics
Detailed, marketing relevant metadata standard
Flexible API allowing for easy integration with data and tools to and from Kantar Videolytics™
Advertiser and Agency Benefits:
Understanding campaigns’ owned vs. paid vs. earned media contributions
Quality assurance on media placements
Competitive campaign monitoring
Audience and consumption measurement
Embedded custom and syndicated surveys
Real-time in-depth analytical and visualization tools
Integration with Echo Video for viral video tracking
“Kantar VideolyticsTM is already helping us educate our clients on the power of online video in a multi-device consumer world, allowing us to plan video strategies that reach audiences with more effective and accountable buys across channels,” said Sloan Broderick, Managing Director, MediaCom Interaction.
Publisher and Ad Network Benefits:
Overall effectiveness metrics for online video campaigns including funnel metrics and overall brand lift
Third Party campaign verification
Real-time campaign reporting and optimization
“As client interest in online video advertising and sponsored content continues to grow, Kantar VideolyticsTM will help demystify and drive a better overall understanding of the effectiveness of these types of campaigns while helping optimize our media spend and syndication strategies,” said Craig Schinn VP, Consumer Insight Group, Razorfish.
Content Creator and Distributor Benefits:
Syndication to the broadest audience
Tracking of duplicated and redistributed video
Engagement and performance metrics
Greater understanding of audience composition and consumption habits
”The video market has really needed a credible, connected research partner to bring the demand side in touch with the supply side of the market. This is great to see and to be a part of,” said Jim Louderback, CEO, Revision3.
“We have now piloted the VideolyticsTM platform to help launch successful and complex media campaigns for our clients, including one of the world’s best known brands,” said Nick Abramovich, Chief Operating Officer, Synaptic Digital. “VideolyticsTM delivers meaningful and actionable metrics that keep our clients’ communications and marketing teams on the forefront of measuring and understanding engagement. It’s not just views, but—at a census level—about granular audience and behavioral data, providing dozens of insights including how each piece of content performs, when and where viewers watch, and what compels viewers to stay engaged.”
About KANTAR Video
Kantar Video is the New York-based business unit of Kantar, a division of WPP, the world’s leading media and marketing services company, built to accelerate global online, mobile, and multi-channel video innovation. At general release, its comprehensive Kantar VideolyticsTM online and mobile video advertising and program platform will offer content identity, syndication, tracking, measurement, analytics, and optimization for marketers and their agencies, media companies, and content creators and distributors. Kantar VideolyticsTM is specifically designed for on-demand ease of use and efficient workflow and analysis to promote better decision-making. Learn more at www.kantarvideo.com.
About KANTAR
Kantar is one of the world’s largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 26,500 employees work across 95 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies. For further information, please visit us at www.kantar.com.
About WPP
WPP is the world’s largest communications services group. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising; media investment management; information, insight and consultancy; public relations and public affairs; branding and identity; healthcare communications; direct, digital, promotion and relationship marketing and specialist communications. The company employs 145,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.
