Bill Lederer, CEO, of WPP Group's newly-created Kantar Video discussed the company's new Videolytics platform "an online and mobile video advertising and program platform offering content identity, syndication, tracking, measurement, analytics, and optimization for marketers and their agencies, media companies, and content creators and distributors."
What target market is VideolyticsTM for and why?
- We help brands understand the audiences for and effectiveness of
their video campaigns.
- We help media companies better understand their own inventory and
audiences while identifying and targeting specific advertiser categories and
- We help agencies plan for and verify that the videos are reaching and
engaging the right audience achieving the desired objectives.
- We help content creators and developers better understand the actual
distribution of, audience for and response to their content.
Why are syndication controls important?
Video viewership is exploding across multiple players, platforms and channels. Advertisers, agencies, content creators and media companies need a free, simple syndication tool that enables them to easily distribute their video content (ads or programs) to hundreds of sites to increase virality and reach as well as fully monetize its value by providing powerful cross-player, cross-platform, cross-channel content identification, metadata support, audience description and tracking, competitive behavior, and advertising effectiveness metrics and analytics.
By the way, one of the many issues we are tackling is solving for metadata consistency of data across all video portals, ensuring client content is properly represented through all channels.
Will GroupM adopt it for all of its agencies? What are the plans for market roll-out?
Currently in private Beta, Kantar Video is engaging key content creators and distributors, media and video technology stakeholders, in conjunction with agency and brand partners from both WPP and non-WPP entities. We are underway with limited-run consumer engagement studies as we complete the first phase of our platform development and testing. Expect the Videolytics platform to roll out by fall 2010.
Anything you can share regarding product development down the road?
Stay tuned. Kantar Video intends to capture all video, its audience and its impact, in all formats, in as much detail as possible, and in all places. We're a global company with global ambitions.
Will the platform integrate buying someday?
We intend to make Videolytics the leading source of objective, third-party audience intelligence for online video and mobile distribution, viewership and engagement. As such, our comprehensive suite of metrics, analytics and optimization tools will support and seamlessly interact with any planning, buying, or ad exchange platform our clients utilize.
By John Ebbert