Kantar Ramps Up Video Measurement Offering

WPP-owned Kantar has introduced a suite of video measurement and tracking tools, rolling out three new initiatives.

In New York, the group has formed Kantar Video, a new unit extending the firm's range of multi-channel data, analysis and audience measurement services.

Kantar Video has already launched the private beta of a proprietary syndication, tracking and optimization platform, 'Kantar Videolytics'.

Videolytics data will be combined with descriptive behavioural and attitudinal data from consumer panels operated by other Kantar businesses. Delivered via a search engine, the service will be used to evaluate programme content as well as entire campaigns.

The new division will be led by CEO Bill Lederer, who has previously served in senior leadership roles at Kantar Media, TNS and Getty Images.

Separately, Millward Brown's digital unit Dynamic Logic has developed the 'Creative Viral Potential' (CVP) pre-testing metric. The new tool builds on the firm's work combining attitudinal and engagement measures to identify the optimal content to use in video ads. The CVP metric will help agencies and marketers predict viral success prior to launching an ad or video.

Thirdly, at Kantar Media, a new viral video analytics solution called Echo Video has been launched, to provide an in-market way to evaluate and optimize viral video for a brand. The tool combines behavioural and buzz data to provide measures of reach, user sentiment towards the video and brand(s), the behaviour of those who searched for it and their subsequent actions.

It combines data rom across Kantar - including Kantar Media's social media specialist Cymfony and digital analytics company Compete - and additional details from Kantar Video analytics will be added as they are developed.

Plans are also underway to incorporate additional insights from other sources both inside and outside of Kantar.

'For clients to feel confident shifting budgets into online and mobile video, it has become apparent we need better data and analytics,' explains Nick Nyhan, Chief Digital Officer of Kantar. 'The ability to merge a variety of data sets using these tools will help unlock the full potential of online and mobile video for marketers and their agencies as well as for content creators, distributors, and publishers.'

Web sites: www.kantar.com , www.kantarvideo.com and www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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