Tubular Labs Unveils Cross-Platform Audience Ratings: New Metrics Unlock Billions of Dollars in Social Video Revenue
Deduplicated Unique Audience and Second-by-Second Minutes Watched Metrics Across Facebook and YouTube Allow Publishers and Advertisers to Validate True Digital Video Audiences and Trade on Transparent, Uniform Metrics
Tubular Labs, the world leader in digital video audience measurement, announced Tubular Audience Ratings, the first and only de-duplicated audience and time-based system for measuring video attention across social media platforms.
The new audience ratings deliver publishers, advertisers and analysts transparent video audience engagement metrics — second-by-second minutes watched and deduplicated unique viewers — across YouTube and Facebook, with plans to add Instagram and Twitter.
“Audience Ratings’ capabilities answer a lot of simple, yet important questions that have lingered for years, but until now have been virtually impossible to answer,” said Neil Patil, Chief Commercial Officer at Tubular Labs. “Now we’re not just delivering a better way to evaluate video content and audiences, we’re giving the marketplace an even better way to compare, contextualize and make informed business decisions.”
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By measuring the minutes watched across platforms, Tubular is enabling the marketplace to evaluate the performance of content through a simple standard more comparable to the audience attention metrics in the convergent TV arena. Further, unified time-based metrics eliminate the need to be totally reliant on disparate view count criteria provided by social platforms. This enables content producers and advertisers to make better investment decisions and develop video partnerships based on audience attention, rather than vanity metrics.
De-duplicated Unique Audience
Tubular Audience Ratings also provides a clear picture of the undisputed audience for content and content publishers across different social platforms. The de-duplicated viewership capabilities enable publishers and advertisers to see important things like audience overlap across platforms and the geography for each channel and piece of content.
Conservative estimates put an estimated $13 billion in potential attention value waiting to be unlocked in social video, according to a study by Tubular and its partners.
Tubular Labs took a unique approach to the product development of Audience Ratings by co-founding the Global Video Measurement Alliance (GVMA) in 2019 and working closely with major brand, publishers and agency members to determine the key challenges to overcome in developing metrics required to establish global measurement standards for digital video. These members have also been early adopters, already utilizing the metrics in market.
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“With true unique cross-platform reach and minutes watched metrics, we now have an unprecedented view into our audience’s digital attention and the attention of global audiences more broadly,” said Dervla Kelly, SVP of Marketing and Head of so.da, Corus’ social digital agency. “Tubular’s new Audience Ratings product gives us the confidence to invest in and generate more value from our digital properties as we plot the growth of our media business.”
GVMA members include ViacomCBS, Ellen Digital Network, Discovery Inc, VICE Media, BuzzFeed, Group Nine, Digitas, Corus Entertainment, Brut, Mattel, Webedia, and Freeda Media. These members agree the issue is both a lack of: 1) uniform, global metrics; and 2) TV-like metrics for social video like unique cross-platform reach and minutes watched.
“By collaborating with the GVMA we will be able to keep close tabs on the pulse of culture through global social video engagement trends surfaced by Tubular Labs, and then leverage those insights into recommended digital video programming, marketing and advertising investments to benefit our clients,” said Jodi Robinson, CEO at Digitas North America.
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“A top challenge for broadcast research teams is how to gain the best understanding of where audiences are going, how much attention they’re giving and how to aggregate cross-platform views of networks or shows,” said Howard Shimmel, former Chief Research Officer at Turner, and current President of Janus Strategy & Insights. “With true de-duplicated uniques and actual minutes watched for audiences across social platforms, Tubular’s Audience Ratings empowers media companies to invest in digital video and transform their multiplatform businesses with supreme confidence. It will also enable advertisers and agencies to size and compare Social Video to other key advertising platforms.”
Tubular, which was founded in 2012, is well-positioned to develop such global standards given its social video measurement and intelligence platform has the widest adoption of its kind by both advertisers and publishers. The company is focused on global solutions measuring audiences in every country and language in the world across digital channels. As media gets increasingly cross-platform, measurement must focus on engagement and meaningful views no matter where they occur. Brands need to understand reach and audience quality of what they’re buying if their level of investment is expected to continue and grow.
“Tubular’s new metrics are the first of their kind for social video, and bring parity to the convergent TV arena where media owners and brands need to measure TV and digital alike,” said former BuzzFeed president and Tubular Labs executive chairman Greg Coleman. “No modern media company or brand can invest in digital video across platforms without these time-based and deduplicated cross-platform audience insights.”
Tubular has partnered with multiple third-party panels to obtain behavioral data that powers its models. These third-party panels track the anonymized social video viewership of an average of 1.7 billion events across millions of global devices each month used in calculating Tubular Audience Ratings.
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