Relationship between Views and Commentary</li></li></ul><li>Introduction to KANTAR Video<br /><ul><li>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. </li></ul>Kantar Video measures:<br /><ul><li>Content (Adverts and programs)
KANTAR by the numbers<br />14 specialist companies<br />26,500+ employees operating in 95 countries<br />300 of Fortune 500 are clients<br />1/3rd of WPP’s revenue <br />Digital data collection will exceed 50% by FYE 2011<br />How KANTAR collects and measures data:<br /><ul><li>Spider Technology
Pre Game Strategies<br />The Custom YouTube Landing Page<br /><ul><li>Several brands developed custom thematic landing pages for their YouTube pages encouraging viewers to explore multiple creative executions before, during and after the game. </li></ul>The Contest<br /><ul><li>Kia Launched OneEpicContest.com, a multi media contest, giving away 5 Kia Optimas to contestants who answered all 5 questions correctly. The 5th question was aired during the Super Bowl
Doritos expanded on their successful user generated commercial contest CrashTheSuperBowl.com including the Pepsi Max Brand. Commercials from 10 finalists were chosen to be used in the Super Bowl
Relationship between viewing and social commentary<br />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.<br />
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