Tag Archives: video

Tubular Labs Revolutionizes Digital Video Measurement

As video platforms and social data proliferate, traditional measurement techniques haven’t been able to keep up, which has made the audiences and conversations about online video almost impossible to track.
Tubular, an innovative video intelligence service, has introduced software that tracks the creators and content of one billion videos across over 30 platforms. After unlocking YouTube, Tubular Labs now provides real-time insights into what and who is succeeding on Facebook Video, Vine, Instagram Video, Twitch, Vimeo, and AOL, as well as MTV.com and CNN.com. In addition, Digitas, Comedy Central, Activision, and HGTV are among the Tubular customers with early access to the cross-platform expansion that delivers insights to build their brands online.  
‘You don’t have to fly blind in the future of video,’ said Tubular Labs CEO Rob Gabel. ‘For the first time ever, Tubular Labs’ customers now receive real-time, essential industry intelligence.’
Now, just a simple search across Tubular Labs’ 2.3 million creators reveals 21,000 are already generating one million views or more each month. Tubular sheds light on these creators, the videos they create, and the audiences they reach. In fact, more than 16,000 videos per month reach the one million view milestone.
Tubular Labs video intelligence has been developed with sophisticated customers in digital video, using big data techniques to derive patterns of success from more than one billion videos uploaded by 2.3 million creators. Video teams are empowered to answer key questions, like what content resonates most with which audiences, where and how should content be distributed, and which campaigns performed best.   

‘Digital video is TV for the social media generation. It’s the next great advertising frontier,’ said Tubular Labs Co-Founder and VP Marketing, Allison Stern. ‘There’s a measurement gap. We’re going to fill it – to provide much needed insights to brands, agencies, and media companies.’

The Impact of Mobile Viewing on Sports Networks

The 2015 College Football Playoffs on New Year’s Day saw the cable TV viewing records be beaten not once, but twice. In fact, 28.271 million viewers (the most of all time) tuned into ESPN to watch the Ohio State Buckeyes defeat the number one seed Alabama Crimson Tide 42-35 in the Sugarbowl. This was preceded by the Oregon Ducks winning 59-20 against the Florida State Seminoles, which received 28.164 million viewers (the second most of all time). These viewing figures had increased by 51 percent and 150 percent, respectively from last year’s games.  
So, with figures like these why do many people believe that TV is dying out? Of course, events such as the College Football Playoffs do not occur every day, however I believe that TV is not dying out, but is simply adapting to the challengers that have recently emerged.
The recent popularity of companies such as Netflix has pushed many major channels to create ways to watch programs and stream live shows online. This has come about in correlation with the advancement of tablet and smartphone technology which now allow you to stream video. Daily media usage for tablets has increased from 21 minutes per day per person to 159 minutes from 2010-2014, smartphones have increased from 40 to 134 minutes, and television only increasing from 269-279 minutes.
ESPNis a prime example of the online charge as 1,728,000 unique viewers used Watch ESPN, its new online stream to watch the Football on New Year’s Day. That huge number of people will have been ESPN subscribers on cable, but were able to watch the game remotely despite not being at home with their cable box via Xbox, laptop, tablets and smartphones.
Despite this surge of online streaming. Bloomberg News discovered that U.S. pay TV subscriptions fell in 2013 from 100.9 million subscriptions to 100.8; not exactly a terrifying statistic for TV companies. Bloomberg’s Ian King points the finger at young people or ‘cord-nevers’ who have never paid for cable or satellite television. These ‘cord-nevers’ are mostly students or young graduates who turn to alternatives such as YouTube, Netflix or Google Play to watch their most loved shows at cheaper prices than a TV subscription.
However, more often than not these people’s families will have television sets; it was found that TV reaches nearly 90 percent of US households. So the recent drive to provide remote online streaming means that these people who may not be able to afford a TV subscription can still watch cable and satellite channels such as ESPN but in different locations. From personal experience, while I was at University in England I was able to watch the FA Cup final live (the English, less glamorous version of the Super Bowl!) while my family watched it at home, instead of having to watch season three of Friends for the ninth time on Netflix.
There is a belief amongst many people that these young ‘cord-nevers’ will continue to use cheaper alternatives as they are used to living without cable TV. I, myself am living in a foreign country on a small budget so television is not a priority, but I believe there will come a time where again I will be able to afford the luxury of satellite TV and I will want to provide it for a family and for them to watch remotely when they themselves can’t afford it.
Understandably, the emergence of cheaper alternatives to watch television shows has caused a decline for cable and satellite TV providers. I believe that the battle for TV domination will continue and TV will have to keep adapting to keep up with the increasingly mobile world but it will not become a thing of the past. People will continue to sit down on New Year’s day to watch Football Playoffs with 28 million other people.
About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

Live from #TMRE14: Museums: How the Art of Curation Will Change the Way Organizations Learn & Act on Insights

Michael Francesco Alioto, PhD, Vice President, Global Methods, at Gongos Research, and Amy Perifanos, Senior Director, newly launched insights arm, Arti|fact at Gongos, presented from data libraries to insights museums.

In times of rapid change, experience could be your own worst enemy. – J. Paul Getty

The worst enemy could be status quo or not doing anything. Are you evolving?

Truth 1:

We need each other now more than ever. Collective action.

Truth 2:

We find ourselves in a paradox, we are regarded for our rigor but are required to transform.

Insight Curation – inspires wisdom to drive great decision making: consumable (accessibility), immersive, and memorable.

Art & Market Research: Parallel Worlds

Enlightenment is not about becoming divine. Instead it’s about becoming more fully human” – Buddha

The DIA Museum strategy: Engagement, context, reference

We’re putting technology right in there with the object. It’s a link, not an end in itself like a database. It helps bring people closer together and connect with them.” - Jennifer Czajkowski. Director of Interpretive Programs The Detroit Institute of Arts

Transform static things into an experience utilizing the latest technology and tools.

Infographical journeys: use metaphors, easy to see patterns, new watercooler
Video Narratives: carefully crafted music, customer narratives, authentic, emotional and human
Insights portals: Data, word art, multimedia, give power to the user

Build intelligence for a theme or topic, enhances EQ, allows better decision making.

The shift for us is mindset, environment and accessibility.

Make it fun and think dynamic multimedia experience!

ABOUT THE AUTHOR

Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Real Time Marketing or Video Marketing?

As we’ve witnessed already, evolution is distinct from change. Especially in the context of the social media world.

The landscape of digital marketing and social media evolves so
rapidly that it becomes tricky for marketers to plan strategies ahead of
time. Contrary to the industrial age of budgeting and planning, the
modern age requires adaptability, spontaneity and competitive
understanding. Amidst other digital trends that are covered in 5 Trends in Digital Marketing, two that stand out are the battle between Real Time and Video Marketing.



Real Time Marketing
Is almost as if something is memory, vintage, expired or extinct on its maiden voyage. As the antithesis to traditional advertising
which worked on repeat value, real time marketing is more than just the
hype of being current, but is more agile, in the moment. As social
media experts have it, its not a project but a process, and is thus
fluid, ongoing, instead of a one shot advertising campaign. For
marketers, this obviously means that the content marketed as real-time
needs to be brand relevant and not just a hype driver.

Video Marketing

Instagram
introduced videos as competition to Vine, despite both evolving into
separate uses of video: one for viral marketing and the other for
personal sharing. Even Snapchat enabled video, as Facebook improved its
platforms. Video marketing is likely to wrinkle out any glitches it may
have, since while mobile and tablet markets embrace video happily, apps
have improved video platforms as an enabler. Owing to a visual medium
that is a step further in than still images, video will become the
biggest trend of the year, owing to its visual prowess. And watch for a
photo video fusion with the likes of Flipagram catching on.

So what is more catchy in today’s world – the real time nature of marketing, or the format of video that has blended so easily in the consumer world?

Either way, as marketers, the key pieces of interrelated advice are as follows: beware and be aware’ both of evolution and change.

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf
Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh. – See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf

Infographic: 2013 marks the first year U.S. adults spent more time viewing media on digital devices

“2013 marks the first year U.S. adults spent more time viewing media on digital devices ‘ more than any other form. It appears that print, radio and even television have officially become unseated as dominate sources of media.” via visual.ly & kissmetrics.com

Crossing the Digital Divide
by KISSmetrics.
Explore more infographics like this one on the web’s largest information design community – Visually.

Live from FOCI 2013: Utilizing Mobile Devices as a two way street, by GM

There is no question that mobile is here to stay. Love it, hate it, live by it, obsess over it, or turn your head away… but a marketer, researcher and consumer cannot ignore that the world of mobile is relevant and prevalent to daily life.

Nina Leask from General Motors (GM) shows how the power of mobile devices can not only give convenient and concise feedback, but even do so in a timely manner. And time is essential in a world where consumer tolerance levels are plummeting. What’s surprising is that length of positive feedback, which is surprising given that the majority of the planet prefers to vent on social media rather than praise. But clearly this demonstrates a room for immense opportunity.

The mobile camera is also a communication and operation tool – more than the highly talked about vine and snapchat, or the infamous world of photos and selfies. As a marketer and a researcher, this allows consumers to offer clarity to communicate messages more effectively. Almost replacing the need for an in-person chat. Now the fact that cameras are on mobiles makes the conversation more of a two way street. And isn’t that what every company wants?

The approach is an interesting twist to classical research, given that one ensures that respondents are empowered with the level of commitment and engagement. It almost always guarantees quality feedback that is specific and immediately actionable… albeit all depending on mobile video quality. Never has the need for impeccable technology been this strong.

Sourabh Sharma,
Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting,
he now passionately enjoys the world of social media, and can be found on every
platform with his alias sssourabh. He is a food critic and a fashion writer,
and documents these alongside strategy on his blog called
3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on
@sssourabh.

Friday Inspiration Break: The Power Of Social

We frequently write about the power of social media to carry marketing messages here on the blog, and it certainly is powerful for that purpose, but ultimately it is so much more than that, changing every faucet of our lives: from how we interact with brands to how we communicate with our politicians or even start a protest. This video, which I was forwarded from Open-Site.org nicely sums it up. Take a few minutes to get inspired this Friday:

“When Gil-Scott Heron wrote that “The revolution will not be televised” he was right. Instead, it will be youtubed, it will be statused, and it will be retweeted. Social networking sites reach more than 82% of the global population: 1.2 billion people”

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

The Mobile Marketing Conference Experience: In Your Own Words

It doesn’t seem that long ago that we were off to Miami for the first meeting of The Mobile Marketing Conference. Yet here in Mobile Marketing Conference HQ, it’s already time to start thinking about 2013.

As we began planning, chairperson Jeffrey Hayzlett had the following to say:

“I’ve been saying it for years; It’s all about mobile, mobile, mobile. It was evident from TMMC ’12 that mobile is now in full transformation. If brands are not already implementing it at the forefront of their marketing strategies, they are going get left behind.”

Before we got too far ahead of ourselves we wanted to take a look at feedback from our 2012 attendees and speakers to see what stood out, and what needed to be expanded for 2013. Check out this quick video for a peek at The Mobile Marketing Conference experience and a wrap-up of our attendee’s feedback:

Want to learn more? Visit our website to download the executive summary. Stay-tuned for more information about The Mobile Marketing Conference 2013!

If you are interested in speaking, please contact Rachel McDonald at rmcdonald@iirusa.com or 646.895.7405.

If you are interested in sponsoring, please contact David Smith at dsmith@iirusa.com or 646.616.7627.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She is the voice behind the Mobile Marketing Conference on Twitter, Facebook and LinkedIn. She may be reached at mleblanc@iirusa.com

Exclusive Interview: Stephen Gates, Senior Creative Director, Starwood Hotels & Resorts

Stephen Gates, Senior Creative Director, Starwood Hotels & Resorts recently spoke at The Mobile Marketing Conference on Best Practices for Creating Mobile Websites.

We caught up with him to chat about the future of mobile marketing, Starwood’s mobile strategy, and advice for those just starting out. One exciting development from Starwood? The new Starwood Preferred Guest app, which offers an intuitive experience that’s perfect for frenzied travelers. According to this review on MediaPost:

The new app, which is actually Starwood’s third-generation mobile app, includes things like FaceTime integration — a first for any company (that isn’t Apple.) The app also includes fully integrated booking, member information, comprehensive hotel searches and travel details, customer service and social media.

Gates spoke of the app experience saying “we don’t want to create dumb experiences for smart devices.” To learn more, watch our video below:

Want to stay up to date on Mobile Marketing news? Follow us on twitter or Facebook.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com 

What’s your Digital IQ?

Think tank for digital innovation L2 is predicting that, amongst other digital trends, mobile and iPad commerce will triple in 2012. In this blog post, they cite the facts that “For the first time ever, global shipments of smart phones and tablets exceed shipments of PCs. And this past December, Americans averaged 22 more minutes a day with mobile apps than browsing the web” as key indicators of this trend.

Other predictions include the growth of social platforms Pinterest, Tumblr and Instagram and Facebook finally achieving status as a key traffic driver as more prestige brands build their presence on the site. So what’s your brand’s digital IQ? Will your marketing plans take these predictions into consideration in 2012?


Professor Scott Galloway, author of the Digital IQ Index?? which provides brands with a benchmark to measure digital competence against peers, will be speaking on the move towards mobile and on ranking and evaluating the business world’s iconic brands’ digital footprint this March at The Mobile Marketing Conference. Scott will also discuss how digital is reshaping business and how best practices can guide a managers decision making (i.e. what do I do next?).

For a sneak peek at Scott’s upcoming presentation topic, watch this video from L2 detailing their 5 boldest digital brand predictions for 2012 and start to measure your own Digital IQ.

For more from Professor Scott Galloway on how:
 ‘ Corporations are lagging the consumer, not investing in platforms that consumers are
flocking to;
‘ Digital competence will be the primary differentiator between firms that increase their
stakeholder value, vs. those that leak value; and
‘ We will look back on this era as the ‘salad days,’ an exceptional time to build communities
on emerging platforms and exploit new technologies

Join us for his session “Digital IQ & Shareholder Value” at The Mobile Marketing Conference. Save 15% when you register with code TMMC12DIGITAL here.

P.S. Join our social media community! Our new LinkedIn Group is a place to share expertise and brilliant ideas on anything mobile marketing and you can also follow us on Twitter or on Facebook for conference updates and industry insider news.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com