Firms Link for Video Sentiment Tracking

In the US, Kantar Video has partnered with semantic web service OpenAmplify to enable marketers to track online and mobile video ads and content, while analyzing the social discussion around specific client video during and after its airing.

Launched last year, Kantar Video offers a range of multi-channel analysis services including the Videolytics online and mobile video platform, which includes syndication, tracking and optimization. OpenAmplify uses patented natural language processing (NLP) technology to identify features contained in online text, including emotions and intentions.

Through the partnership, OpenAmplify will integrate its own 'Meaning Platform' with the Videolytics platform to create 'Videolytics Social'.

OpenAmplify's CEO Mark Redgrave (pictured) says the new service will help marketers 'for the first time' not only to verify that their video is getting in front of the right audience, but also to find out what those people thought about it.

New dashboard-style metrics within Videolytics will include the number of comments and 'reactions' any video has created, details about which social platforms are creating the most engagement, the number of shares and embeds, and sentiment ratings down to a URL level. In addition, it will highlight 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,' states Andrew Latzman, VP of Research, Kantar Video.

Web sites: www.openamplify.com and www.kantarvideo.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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