As a first order of business, the thunder-stealing, lead-in answer is still “probably not.” That said, this week we’re pleased to announce the launch of a new video analytics tool for ad agencies and video content marketers that brings this predictive digital marketing dream one step closer.
Our solution is a first-of-its-kind tool capable of performing targeted, simultaneous algorithm and audience-based testing of a single video, multiple videos or even multiple edits of the same branded content spot. By enabling digital advertisers, video marketers and content creators to specify audience goals such as age, gender, income level, zip-code and/or video “share rate,” then quickly test their videos against those goals and audience profile, our scoring tool brings scalable marketing automation, big data analytics and a rapid-prototyping feedback loop to video production, video audience measurement and video performance forecasting. Beneficial ways to use our new video analytics tool include:
- A/B testing different video concepts or video edits to determine which performs best for a given campaign/activation goal or audience profile.
- Test and compare your videos against public videos from competitors on key metrics like audience retention and viewer click-through rate (CTR).
- Pre-release testing one or multiple pre-roll or TV ad spots earlier to proactively reduce the risk of negative brand exposure, campaign under-performance, mis-targeting and/or distribution over-spend.
- Evaluating branded entertainment and web series pilots with richer tools, deeper insights and a faster feedback loop (so you don’t have to play the Netflix game and order seasons up front at $4.5 million an episode).
Best of all, by connecting your YouTube or Wistia video hosting account (plus more hosting platforms on the way), users will also be able to compare and back-test predicted video virality versus actual, real-world earned media rates, social media mentions and referral shares, and easily generate reports.