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 clips.
The new platform, Videolytics, promises to help advertisers and agencies track their online video campaigns in real time, using a proprietary fingerprinting technology. Essentially, brands should be able to verify when and where their ads are running at a given point in time, while publishers can do the same for syndicated content.
According to Kantar Video chief executive officer Bill Lederer, companies can also use Videolytics to gauge the effectiveness of campaigns by linking ad delivery to 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.