What Happened
Digital video analytics firm Tubular Labs wants to set the standard for branded video with the launch of its Tubular Video Ratings. The metrics are designed to be what Nielsen ratings are to TV ads for the online videos that brands create with publishers and social influencers. One of the metrics, for example, is the “ER30,” which stands for “engagement rate of a video during its first 30 days.” The metrics are calculated based on the data Tubular collects from Facebook, YouTube, and other video platforms, specifically engagement data points such as Likes, comments, and shares.
What Brands Need To Do
As more and more consumers start to use ad-blockers and opt for the ad-free experiences provided by SVOD services such as Netflix, more and more brands are turning to branded or sponsored video to reach their audiences on social and digital channels. However, the lack of a measurement standard in digital video is making it difficult for brand advertisers, especially those transitioning to digital from traditional media, to effectively plan and evaluate their branded video efforts. It remains to be seen whether the industry will embrace the Tubular Video Ratings, but it can at least be a point of reference for brands venturing into branded content.
For more information on how brands should leverage interesting branded content to earn consumer eyeballs, check out the Ad Avoidance section of our Outlook 2016.
Source: Wall Street Journal
