Unmetric Adds YouTube Analysis Module

Social media benchmarking platform Unmetric has launched a YouTube module tracking and comparing video advertising campaigns.

Unmetric, whose two existing modules analyse Facebook and Twitter campaigns, says it has already indexed the YouTube channels of more than 1,750 of the world's largest brands. The firm provides a rating or 'score' combining 24 qual and quant metrics and ranging from 0 to 100.

The service also measures and compares YouTube video length, creates word clouds from videos' tags to facilitate content analysis, stores all-time top video rankings and top 5s for selected time periods, displays videos in-line, and provides weekly reports.

As an example, the company says in the last month Chevrolet has added over three hours of content from 66 videos, whereas Ford has uploaded a mere six minutes of content from four videos, and Dodge and Chrysler still less, but it's Ford which has 'ramped up its subscriber base the quickest' with 11% growth.

CEO Lux Narayan comments: 'YouTube is a unique marketing tool for brands to directly connect with new audiences... With the addition of YouTube to the Unmetric platform, we are empowering CMOs and social media managers to consider metrics beyond page views. By looking at video length and content tags over a period of time, we're encouraging the sort of competitive spirit that big brands thrive on.'

Unmetric is based in Chicago and online at www.unmetric.com .