Kantar Video has got together with OpenAmplify to create Videolytics Social, a tool for tracking and analysing the impact of social and viral video campaigns.
 
Kantar Video, a division of advertising and marketing services provider WPP's Kantar market research and consultancy unit, plans to integrate its Software-as-a-Service-based Videolytics offering for tracking, measuring and analysing online and mobile advertising content with OpenAmplify's natural language processing software, The Meaning Platform.
 
Mark Redgrave, OpenAmplify's chief executive, said: "Brands and advertisers are crying out for more dynamic ways to measure dimension earned media, and Kantar Video is joining the dots here. For the first time, marketers can not only verify that their video is getting in front of the right audience, but also find out exactly what those people thought about it."
 
Such activity included understanding which parts of the message viewers picked up on, which elements they liked or were not keen on as well as who they then shared information with and what they intended to do as a result of seeing the video, he added.
 
While the Videolytics offering provides users with a picture of a campaign's audience and impact, The Meaning Platform analyses subsequent social discussion on channels such as blogs and social networking sites.
 
Users will be able to view metrics such as the number of comments, shares and embeds, which topics are being discussed most on what social platforms and sentiment ratings down to the URL level via a dashboard.