Kantar Video is the newest unit of WPP’s insight, information, and consultancy group Kantar, built to provide comprehensive content capture and measurement capabilities to effectively and efficiently measure and help monetize online and mobile video ads and content worldwide.
Combined with descriptive, behavioral and attitudinal data from other Kantar business units, the Kantar VideolyticsTM on-demand SaaS platform enables clients to assess and improve the impact of online and mobile video on their brands, audiences and marketing plans.
KANTAR by the numbers 14 specialist companies 26,500+ employees operating in 95 countries 300 of Fortune 500 are clients 1/3rd of WPP’s revenue Digital data collection will exceed 50% by FYE 2011 How KANTAR collects and measures data:
Relationship between viewing and social commentary Not all social activity is equal. Findings suggest that there is a stronger relationship between viewing and commentary than rating. Comments are more predictive of viewing while rating can simply be more indicative of emotion towards the ad, campaign, or brand.