WPP’s research subsidiary Kantar Video has rolled out a new measurement and syndication platform, which executives believe will help accelerate advertisers’ adoption of online video.
The new platform, Videolytics, promises to allow advertisers and agencies to track their online video ad campaigns in real time, using a proprietary video fingerprinting technology. Essentially, brands should be able to verify when and where their online video ads are running at a given point in time, while publishers can do the same for syndicated video content.
According to Kantar Video chief executive officer Bill Lederer, companies can also use Videolytics to gauge the effectiveness of a brand’s campaign by linking ad delivery with actual sales tracked by Kantar’s existing consumer panels.
Besides tracking online video, Videolytics is also a syndication tool. Publishers—whether they are major TV networks or small independent content producers—can automatically distribute their video content to multiple sites all at once via Videolytics syndication tool, said Lederer.