Thursday, December 22, 2011, 9:02 AM ET|Following are 3 video predictions for 2012 from Bill Lederer, CEO of Kantar Video, the online and mobile video research and measurement unit of Kantar, WPP's insight and consultancy network.
Friday, February 11, 2011, 10:37 AM ET|New research is out this morning showing how Super Bowl advertisers benefit from ongoing online video viewership. Kantar Video, an online video analytics provider, estimates that the top 10 Super Bowl ads generated an additional $1 million worth of media exposure in just the first 3 days after the game, with Volkswagen's top-performing "The Force" ad, gaining almost $540K itself. Note "The Force" has already picked up an incredible 27 million YouTube views (see below).
Topics: Kantar Video
Wednesday, October 27, 2010, 10:35 AM ET|This morning Kantar Video is converting access to its new Videolytics real-time tracking, measurement and syndication service for online and mobile video from private to public beta. Kantar Video is a relatively new unit of mega-agency holding company WPP but as CEO Bill Lederer explained to me in a demo earlier this week, it brings a very strong brand and agency perspective, as well as WPP intracompany assets to the Videolytics product.
Though adoption of online video is soaring and ad spending is hitting new records in 2010, Bill sees the market as still limited by a lack of comprehensive tools for content providers, brands and agencies to measure the impact of their campaigns by reach and engagement metrics. Videolytics "Track" module relies on both cookies and digital fingerprinting technology embedded in both video players and ad platforms to track users' viewing behavior and then provides detailed tracking and measurement.
Topics: Kantar Video
Tuesday, May 18, 2010, 9:09 AM ET|This morning I'm pleased to introduce Adam Wright, VideoNuze's newest contributor. Adam has a strong background in online video, having worked at NBCU in digital distribution, MySpace in branded content, and more recently at Tubefilter in research. Adam has a BS in Business and an MS in Entertainment Industry Management from Carnegie Mellon University. After 2 1/2 years of carrying the full daily editorial load at VideoNuze, it's great to have Adam on board contributing several times per week!
Kantar Video Pursues a Holistic Approach to Video Analytics
by Adam Wright
Kantar Video announced itself last week, but with the torrent of news coming out of both SME and the Cable Show, it slipped under the radar. So late last week, I took some time to talk with Bill Lederer, CEO of Kantar Video, who is a seasoned veteran in online and set-top box research, to get a better understanding of the company's holistic approach to their research/analytics service and the implications on the analytics space.
Kantar Video's "Videolytics," which is currently in a private beta, will be tracking everything from online video, advanced TV, and most interestingly mobile, which is a rapidly growing space. Kantar Video plans to combine this data with the extremely rich marketing data sets from other Kantar Media business units. Bill explained, "for instance, we're the world's biggest company in the attitudinal area. We're going to work with Dynamic Logic, TNS, [etc.]. We're going to capture things like ad expenditure data." In addition, he mentioned cross-referencing data from other sets such as demographics, psychographics, purchase data, and much more from other Kantar Media affiliated branches.
Kantar Video's overall goal is to create a decision system to harness all this data to provide relevant information for business decisions. As a result, Kantar Video's holistic approach might be considered a "Nielsen for online video" analytics/research service. While there have been many options for online video analytics and research, few have come to encompass this breadth of data, which will ultimately help users understand the implications of online video and online video advertising down through the purchase chain, helping grow and better monetize the space.
Though there's a lot of data already floating around, in Bill's opinion often it isn't entirely useful to decision-makers. As Bill put it, "The medium is producing Latin. The customers are in need of Greek." He sees Kantar Video as trying to answer tough questions from marketers. For instance, "What's the real ROI for investing in video? Online guys will talk about views, but marketers talk about how did it do relative to not just campaign execution, but the brand?" Bill said, "We're trying to create a multi-channel solution - real time turn-around with deep domain expertise."
Kantar Video is trying to set itself apart competitively by focusing exclusively on analytics, as compared with others like TubeMogul and BBE's recently spun off Vindico who are also providing ad serving. Kantar Video has some similarity to analytics provider Visible Measures, but with more varied data sets and tools from other business units.
Finally, Bill was quick to trumpet that "we're able to bring in a significant number of advertisers and media companies. I think we'll have some quick validation." With a big name like WPP behind it, Kantar Video has a certain built-in credibility with many brands and advertisers, but Bill also stressed they are working with non-WPP companies as well. "We have built a career on coalitions and partnerships within and without in order to provide more value." In addition, they are preparing to go global quickly by building out their platform in many languages.
Kantar Video is definitely an analytics firm to look out for, with a company like WPP backing it financially and developmentally, it would seem to have some natural momentum. Only time will tell if it catches on, but either way, this means more competition in the analytics space.
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