Kantar Beta Launches Video Analytics Platform
Kantar Video launched its Videolytics platform in beta today, a video syndication, tracking, and optimization platform that works in real-time for both mobile and standard Web video. Targeted to advertisers, agencies, and content publishers, its the global research company's first attempt at creating a comprehensive evaluation system.
The Videolytics platform's deep tracking comes from several technologies, including a proprietary fingerprinting system. This lets the platform track all uses of a video online no matter how it's been distributed. The platform also offers deep audience profiling, and the ability to create custom and syndicated surveys.
Other key features include social media aggregation and metrics, and a flexible API for easy integration.
This platform is software-as-a-service, and is made to work with a growing number of third-party services. The first of these, Echo Video created with Cymfony and Compete, delivers detailed analyses of a viral video's impact based on behavior and sentiment tracking.
"With over $1 billion in annual global video marketing spending anticipated to grow globally to $10 billion by 2015, online and mobile video is the fastest growing ad medium in history," says Eric Salama, CEO of Kantar. "Videolytics represents Kantar's commitment to investment, innovation and marketer relevant solutions in this important market."
The company is offering free 30-day trials of the service.
Analytics company will have an influential list of partners when it enters public beta this month.
While other tools only track official syndication, Kantar will monitor even edited content.