Irish Tech Start-up VIDIRO Creates New Online Metrics to Measure Performance of YouTube Multi-Channel Networks
Digital fingerprint details YouTube performance insights
Online video advertising revenue doubles in 3-years says VIDIRO and IHS
Dublin, Ireland, 14 May 2015: A quick way to evaluate Multi-Channel Network (MCN) performance on YouTube is one of the revolutionary industry technologies announced today by VIDIRO Analytics, the Irish ad tech start-up company.
As online video is here to stay, understanding how it performs is crucial. MCNs aggregate video content to sell packaged audiences to advertisers on YouTube, mimicking how TV audiences are sold. Historically, TV has been measured on audience share and until now, comparative performance of YouTube MCNs has been a problem for online advertisers.
Using the wealth of data available from YouTube, the VIDIRO MCN ‘fingerprint’ offers a quick way to evaluate MCN performance, scale and structure in a way that is familiar to advertisers used to TV ratings systems. VIDIRO’s digital fingerprint technology could prove to be disruptive play in the industry, as it maps the relative performance and valuation of a channel network in comparison to others, providing transparency that hasn’t existed before.
VIDIRO, which is headquartered at NexusUCD, the Industry Partnership Centre at University College Dublin (UCD), provides a comprehensive and comparable way to measure the audience share of a MCN across the whole YouTube universe.
“Fingerprint analysis could become the key performance indicator for any company, traditional or digital, which is invested in YouTube video. This is especially relevant as earlier this week we published a white paper with IHS Inc which indicates that global advertising revenue from online video doubled to $11.2 billion between 2011 and 2014, and will jump to $13.8 billion in 2015 with forecasts that by 2017, online video advertising revenues will reach $19 billion,” says Simon Factor, CEO, VIDIRO.
Though useful to advertisers, the fingerprint also provides an analysis of the health and growth of an MCN and it is possible to see if audiences are skewed or evenly distributed within a network.
VIDIRO, which specialises in advertising technologies, curates YouTube inventory to collect detailed information on the top two million performing channels, including the MCN affiliation for each. Now advertisers can see exactly the makeup of an MCNs best performing channels.
“StyleHaul’s share of views in the top 10,000 YouTube channels is 10 percent of VEVO’s,” reports Factor. “But they compete strongly with VEVO across the long tail in terms of subscriber growth, picking up one subscriber for every two VEVO gains.”
“Such a statistic demonstrates a high level of engagement amongst StyleHaul fans, but it also points towards differences in how fans consume beauty versus music videos,” says Factor.
VIDIRO, an award-winning Irish video analytics company, has been an active participant in Big Data research for many years and is a founder member company of the industry-led Centre for Applied Data Analytics Research (CeADAR) which is also headquartered at NexusUCD.
“Being close to the heart of cutting-edge research at University College Dublin is important to us as a company; as innovators and engineers we love to know what new things are happening in industry and how other companies are meeting Big Data challenges,” says Factor.
For more information contact: Simon Factor, CEO, VIDIRO Analytics
Micéal Whelan, University College Dublin, Communications Manager (Innovation)
Multi Channel Networks MCNs (Multi Channel Networks) are an integral part of the YouTube ecosystem. With acquisition deals ranging from RTL’s 93.6% stake in Stylehaul MCN for $107 million to Maker Studios acquisition by Disney for close to $1 billion, MCNs are worth a lot of money. MCNs work by signing video publishers to create aggregated content or packaged audiences, at a scale ad buyers are looking for. Audience packaging is a concept more familiar to TV advertisers who traditionally choose advertising based on specific demographic features. Due to the fragmented nature of online viewing, audiences are usually packaged according to genre, for example, MCN Machinima, who focus on gaming content.
VIDIRO is an international award winning video analytics company, specialising in advertising technologies. VIDIRO’s PERFORM platform technology offers reliable, accurate and consistent ad tech solutions that provide ad buyers and brands clarity on how to maximise their online advertising campaigns. The company is based at Nexus UCD, the Industry Partnership Centre at University College Dublin, in the heart of Big Data Analytics research, with offices in London, the heart of Big Advertising. www.VIDIRO.com
IHS (NYSE: IHS) is the leading source of insight, analytics and expertise in critical areas that shape today’s business landscape. Businesses and governments in more than 150 countries around the globe rely on the comprehensive content, expert independent analysis and flexible delivery methods of IHS to make high-impact decisions and develop strategies with speed and confidence. IHS has been in business since 1959 and became a publicly traded company on the New York Stock Exchange in 2005. Headquartered in Englewood, Colorado, USA, IHS is committed to sustainable, profitable growth and employs about 8,800 people in 32 countries around the world. IHS is a registered trademark of IHS Inc. All other company and product names may be trademarks of their respective owners. © 2015 IHS Inc. All rights reserved. www.ihs.com