US Major Players Ally For Video Measurement?

Written by Igor Beuker on October 19th, 2009 | no comments

Mediaweek reported that a group of the US largest media companies, advertisers and advertising agencies are banding together to accelerate the development of cross-platform TV measurement and the incorporation of audience measurement based on cable and satellite set-top boxes.

The group, which expects to announce its plans next month, hopes to commission new audience research that would provide single-source measures of video viewing across all platforms, including video on demand, time-shifting, and web video.

According to a report in the Financial Times, companies involved in the collaboration include media giants such as NBC Universal, CBS, Time Warner, News Corp., Viacom and Walt Disney, media agencies such as GroupM and Starcom MediaVest Group, and top advertisers such as Procter & Gamble, AT&T, and Unilever.

The goal of the group is to propel research companies—Nielsen included—to laser-focus on multi-screen measurement and set-top box data. While Nielsen, which owns Mediaweek, would be a likely bidder, other research firms could also bid on the as-yet undefined project.

“We’re not establishing a competitor [to Nielsen]. We couldn’t if we wanted to,” said one media research exec who declined to be identified talking about the venture. The exec added that news of this project is premature and that the main parties involved have not really fleshed exactly how they plan to proceed.

The TV industry already has one committee, the Nielsen-funded Council for Research Excellence, charged with conducting research that could lead to a better ratings service. This latest effort seems similar.

“We need a healthy dose of bipartisanship,” said Alan Wurtzel, president of research and media development of NBC Universal, in June during a recent Advertising Research Foundation conference in New York. “In every civilized world except the U.S. they create a structure where the industry entities take direct responsibility for the research.”

At the very least, the companies will provide research services with a central source that can relay the priorities of all the stakeholders involved in TV advertising.

What I do find exciting, is that we have launched one of the world’s best online video ROI tracking technologies back in 2004, called ViralTracker.

We started development back in 2003 and invested our money into this technology. And we never stopped investing the last 6 years. Was I sure that I was betting almost all of my money on the right horse back then? No, definitely not sure.

Was I sure in 2003, that the Internet would transform into a platform for audio, video, gaming and more full motion opportunities? Yes, I was pretty sure.

Today almost all major brands, agencies and media companies are looking for a tracking technology and marketing driven dashboard that can measure the impact, engagement and effectiveness of viral videos, online videos, game trailers, movie trailers and widgets.

In 2008 global network WPP invested in our ViralTracker and since that day agencies like MediaCom, Mindshare, MediaEdge, Maxus, Ogilvy and many more are using ViralTracker to proof Reach, Impact, Creativity and ROI for their clients.

We are now also talking to the largest social and video publishers. And more interesting: to entertainment companies like Warner, Paramount, Sony, EA and more to create strategic partnerships on online video measurement, or should I say: movie trailer measurement and ROI? Because ViralTracker can help to predict and create a Box Office hit. It can also tell if the DVD sales is going to be successful. If the video-on-demand is going to make money and if the long-tail will sell more snippets or snacks (for i.e. iPhone, iPod or mobile).

Most creative agencies use ViralTracker to proof the creativity, spread and engagement of their online and viral commercials.

Most media agencies use ViralTracker to proof the reach, the spread and the low costs per contact of online commercials and viral commercials.

Most viral and social marketing agencies use it to proof their seeding skills to their clients.

Most gaming companies use ViralTracker to launch and spread their online game trailers in several markets.

Most music companies use ViralTracker to ‘plug’ their latest video clips online.

Most movie companies use it to launch, spread and measure the impact and ROI of their latest movie trailers.

Some video sharing portals and social publishers use ViralTracker to proof to their clients and agencies that their platform is the best initial seeding platform and how their platform creates spread of the videos into other social sites.

I must admit: developing ViralTracker was a huge and expensive risk I took, back in 2003, and in the 6 years after. I remember asking myself many times; was this a risk worth taking?

Now, in 2009, when almost all large media companies, advertisers and agencies are looking for online video measurement solutions, I feel relaxed and lucky I was ready to take that decision and significant risks, back then…

And we have seen some other video tracking companies enter the market. Strange at first, since we have been long lonely and leading this niche. Great because competition makes me even more dedicated, sharp and focussed.

Now, our people will have to act faster and will need to perform better. The product will need next development steps sooner and we have lowered our pricing scheme. And we have started a reseller network around the globe, where the best social, viral, marketing and media agencies can apply for.

And we have introduced coporate accounts, mostly for the entertinament companies that launch compelling trailers weekly or bi-weekly. So many things are happening in the online video field, and that makes our work even more exciting.

But, I do hope online video will stay away from intrusive pre-roll video commercials. Online consumers do not like to be forced to watch dull or stupid content. I do hope we will go-around the videos or put a small promotional layer over the video. I would rather see that brands and agencies finally start to understand that only engaging and viral video content will engage online consumers.

I’m almost sure many entrepreneurs recognize these feelings and thoughts. Being excited but a little afraid to take tremendous risks, without being sure if your vision is going to be the right or wrong bet. And next the feeling of relief and joy when you learn that your “bet” was brave and risky, but pretty successful.

I would like to meet more entrepreneurs that have launched their online tracking tools or ROI technologies back in the period 2002 until 2004. And to hear from you guys- how you have experienced your ride so far. What were your greatest hick-ups, challenges and wins?

Source: Mediaweek

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