Home Agencies Kantar Video CEO Lederer Discusses Videolytics Platform

Kantar Video CEO Lederer Discusses Videolytics Platform

SHARE:

Kantar VideoBill 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?

Kantar Video’s Videolytics has been developed to effectively and efficiently measure and monetize online and mobile video worldwide.

  1. We help brands understand the audiences for and effectiveness of
    their video campaigns.
  2. We help media companies better understand their own inventory and
    audiences while identifying and targeting specific advertiser categories and
    opportunities.
  3. We help agencies plan for and verify that the videos are reaching and
    engaging the right audience achieving the desired objectives.
  4. 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?

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

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

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.