A new partnership between Kantar Video and OpenAmplify looks to make viral video all the more measurable. Using OpenAmplify's The Meaning Platform (which measures semantics within content) and Kantar's video analytics (Videolytics), marketers will have an opportunity to see beyond a video's raw numbers such as total views.
"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," said Mark Redgrave, CEO, OpenAmplify. "Earned media needs metrics that make relevant and in context, and VideolyticsTM delivers an integrated solution for marketers."
The partnership will bring more advanced metrics, such as:
- 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."