OpenAmplify will power advanced social analytics and semantic insight for the VideolyticsTM Platform giving marketers a greater understanding of Social Video ROI and viewer intent
NEW YORK & ANNAPOLIS, Md. – Kantar Video (www.KantarVideo.com), a division of WPP’s insight, information, and consultancy network, Kantar, announced a partnership with OpenAmplify (www.openamplify.com), The Meaning Platform. OpenAmplify will integrate with Kantar Video’s VideolyticsTM platform to create Videolytics SocialTM, giving marketers the ability to track online and mobile video ads and content, while analyzing the social discussion around specific client video during and after its airing. Analysis includes sentiment tracking, topics being discussed, the actions viewers are considering, and the ability to view aggregated comments.
“Brands and advertisers are crying out for more dynamic ways to measure and dimension earned media, and Kantar Video is joining the dots here,” explained Mark Redgrave, CEO, OpenAmplify. “For the first time, marketers can not only verify that their video is getting in front of the right audience, but also find out exactly what those people thought about it: what parts of the message they picked up on, which bits they loved, what they weren’t so keen on, who they shared it with, and what they intend to do as a result of that video. Earned media needs metrics that make relevant and in context, and VideolyticsTM delivers an integrated solution for marketers.”
Kantar’s ability to track and monitor online video provides a clear picture of a campaign’s audience and impact. This unique capability is further enhanced by OpenAmplify’s sophisticated natural language processing technology that uncovers topics that emerge from social discussion around videos distributed across microsites, blogs, social media outlets, digital press releases and elsewhere on the open web. This combination enables unprecedented insight into how audiences react to a campaign, what elements they discuss, and whether the video has incited action.
“Integrating OpenAmplify’s Natural Language Processing technology with the Videolytics platform will help drive a deeper understanding into the drivers of social and viral video campaigns,” said Slavi Samardzij, EVP, Marketing Intelligence, Wunderman. “As video and social media continue to grow in importance in the digital landscape, the marriage of both datasets is of utmost importance in driving campaign planning and optimization.”
The partnership will mean that at a dashboard level within the VideolyticsTM platform, marketers can now view metrics on:
Number of Comments and ‘reactions’ any video has created across the main social media platforms
Which of the social platforms are creating the most engagement
Number of shares & embeds
Sentiment ratings down to a URL level (including embed and re-posted video)
Which topics are being most discussed
“To truly understand the success of social and viral video campaigns and gain a clearer picture of ROI, metrics need to move beyond the number of views, comments, and likes,” said Andrew Latzman, VP of Research, Kantar Video. “Our integration with OpenAmplify’s technology will help marketers understand how viewers actually react to their video and the associated impact for brands.”
OpenAmplify (www.OpenAmplify.com) is The Meaning Platform – a semantic web service that brings human understanding to content. OpenAmplify uses patented Natural Language Processing technology, mimicking the human process of language understanding to identify the significant topics, brands, people, perspectives, emotions, intentions, actions and timescales contained in online text. The Web service returns the meaning in English-language content in usable and actionable data structures including XML and RDF, thereby enabling other solutions providers to create value, profit and grow.
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. Its comprehensive Kantar VideolyticsTM online and mobile video advertising and content measurement platform offers content identification, 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.
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.
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.