Product Blog

Learn and stay up to date with our stories.

Rankings

Your Cheat Sheet for Sales Intelligence

Your Cheat Sheet for Sales Intelligence

Allison Stern – October 31, 2016

It's no surprise, sponsored video content is on the rise. Viewers love it because content appears organic and is more informative and engaging, and publishers love it because it represents a viable monetization path.  Clearly, there is a vast opportunity for brands and content publishers to partner together to create strategic and valuable partnerships. However, a question a lot of content publishers and media companies are faced with is - "where do I start?" and "how do I convey the value of my network to brands?". Tubular can be leveraged as a video intelligence tool to find brands who are investing in sponsored content and also pitch sponsored content partnerships to brands. In this post, we will teach you how to create a data-driven content and distribution strategy to pitch to brands. First things first, let's look at the Tubular Track Dashboard to see how sponsored video is performing on the whole. As we can see, over 275K videos have been uploaded all time, with over 21.5 billion views and 608M engagements - WOAH - it also looks like things really started to heat up in January 2016, with many publishers jumping on the branded content wagon. All-Time Sponsored Video Growth  Now let's look at the top performing branded content video in the last month. The Facebook video, "Naples loves Nutella" - published by Insider Travel, garnered the most views with a V30 (first 30-day video views) of 31 million and ER30 (first 30-day video engagement) that is 0.5x more engaging than the average video. This delicious clip features the Italian food mecca Naples, and the various applications of the famous hazelnut-chocolate spread Nutella. Best Performing Sponsored Video - September 2016 So how do you achieve a match made in Nutella heaven? In today's blog post, we'll explore how to leverage Tubular to prove the value of your content and audience to create stellar pitches for brands and advertisers. In this blog post, you'll learn how to: Find Your Story Prospect & Pitch Target & Measure Step One: Find Your Secret Sauce... So, let's kick things off. First, and foremost, it's important that you find your unique story and differentiator and determine what you're number one in - you can be number one in many different metrics or elements, some of which we've outlined below: Views Engagement Category or Topic Rank Campaign Performance Audience Demographic Match Audience Affinity Match It's important to have this data point to effectively pitch yourself out to brands. Now, let's review some interesting ways Tubular customers are already doing this... Here, by looking at Tubular Rankings from August, we can see that The LADbible Group ranked second across global media properties - trumping their competitor UniLad in overall August views. Similarly, BuzzFeed can also highlight that it has 53% more views than The LADbible Group. Top Media Rankings - August 2016 A recent example of highlighting best performance in a category was when Variety featured an article on James Corden's top position in the late-night video category. Using Tubular data, CBS Interactive was able to highlight the success of James Corden's Carpool Karaoke in a press release. The story was picked up by more than 30 publications including USA Today and Billboard. Tubular data continues to be used to verify Carpool Karaoke’s place as a top viral hit. Clearly, we can see from the example below that The Late Late Show with James Corden, occupies the top three position with video 4 and 5 belonging to NBC's The Tonight Show Starring Jimmy Fallon. Top 5 Best Performing Late-Night Video Clips Using Tubular, we can also identify audience demographic match and brand affinity. In this example below, we can see that Team Coco's audience demographics skew heavily male, with 85% of its content popular and ripe for pitching to brands that are popular amongst male audiences. You can view audience demographic data in Creator Intelligence, by delving into a specific creator's channel.   Team CoCo Audience Demographic Data In addition to being popular with a male demographic, Team Coco also boasts high affinity amongst gaming franchises Bethesda and Xbox. In this Creator Intelligence example, we can see that Conan's audience is 6.3x more likely to engage with Bethesda, sharing 4.9% in audience overlap. Team Coco Audience Brand Affinity  As you can see from the above examples, using these dimensions, there are multiple ways to prove you are number one. At this point,  it is important to note that it is difficult to be number one in everything, so be mindful of this when pitching to brands, make sure you are promising them the right metrics, i.e., views, engagement, audience overlap, etc. Another way you can highlight your soapbox status is by showing your performance in a specific category. Whilst Pillsbury may not hold the top spot for brand channels based in the United States, they do hold the top-spot for the food category. Using Creator Intelligence, and the Topic and Country filters, we can view best-performing food brands in the United States - which for September appears to be America's baking-goods favorite, Pillsbury - with over 29.2 million views. Top 3 Performing Food Brands - September 2016 Step Two: Prospect & Pitch... So after you've found your story, the next step is to prospect and pitch to the brands you are targeting. Looking at the "Sponsored Videos" Saved Search in Track Dashboard, you can glean insights into the brands that are investing in sponsored video. For example, searching for a beauty brand for a sponsored, influencer collaboration? With the click-of-a-button, you can view all sponsored videos in Video Intelligence and sort by "Cosmetics" in the Topics filter to see which beauty brands have made recent investments in sponsored video. Looking at the first video featuring beauty influencer, Chloe Boucher we learn that she has featured make-up brands Giorgio Armani and NARS in her make-up tutorial. Sponsored Video Beauty Category Performance - September 2016 Chloe Boucher - September 2016 Here, V30 (first 30-day video views) can also be used as a powerful metric to predict organic view growth. In this example below, we can see that Chloe Boucher's shopping haul video on Zara, Topshop and BT2 has over 72.3K views with a V30 of 70.4K, her content also boasts strong engagement, with 1.3x ER30. Looking at Chloe Boucher's performance at the creator level, we can see that her channel earned 1.2 million views in the month of September and a V30 of 72.8K - which is very similar to the V30 at the video level. "Zara, Topshop & BT2 Haul I Chloe Boucher" Video, V30, Video Intelligence Step Three: Target & Measure... The final piece of the puzzle, after a campaign has run and the collaboration is said and done you should be measuring performance. As a publisher, how do you ensure that you are delivering results to brands and as a brand how do you ensure that you are getting a solid return on your investment? Most recently, major sports teams have expanded their sponsorship opportunities via Facebook. In this example below, we can see a recent video from Papa John's and Major Leauge Baseball (MLB). On every Facebook video that MLB posts of a home run, they have a "handshake" collaboration with Papa John's. Here, MLB can clearly highlight to Papa John's the power of their sponsored campaign in comparison to native content promoted on the Papa John's channel, with 52% more views and content that is 9x more engaging. Side-by-Side Comparison of Native Papa John's Video vs Sponsored MLB Papa John's Video Using a Tubular "Saved Search" in Video Intelligence, we can also send these videos to the Track Dashboard for a side-by-side comparison. Clearly, the sponsored MLB Papa John's collaboration is much more engaging than native Papa John's video content. In this view below, we can see that MLB Papa John’s sponsored campaign which began in June, has already outperformed ALL Papa John’s video content. MLB Papa John's Sponsored Content vs Papa John's Native Video So there you have it! We hope these tips will help you source Tubular data to better inform your sales pitches to advertisers. Remember, we're always here to help customers achieve their online video missions - contact your Customer Success Manager or vipsupport@tubularlabs.com. You can also browse our Help Center for more info and access our on-demand webinar series.

Read more
Most Watched Online Video Brands and Publishers in June; Introducing Beauty Property Rankings

Most Watched Online Video Brands and Publishers in June; Introducing Beauty Property Rankings

Caroline Lu – July 19, 2016

Who were the most watched online video publishers in June 2016? Tubular's Rankings Center has all the answers! Following the introduction of Media, Sports Media and Automotive property rankings last month, we also debuted Beauty/Personal Care property rankings this month. Key takeaways from June 2016: The 5 most viewed cross-platform video publishers in June are: Buzzfeed’s Tasty with 1.8 Billion views, Unilad, The LADBible, NowThis and Tastemade. BuzzfeedVideo and JustinBieberVevo ranked as the most engaging channels in the top 25 respectively, with 1.4x and 4x more engagement compared to the average video publisher.  In the newly added Beauty/Personal Care property rankings, cosmetics brand L’Oreal took the #1 spot with 89 Million views followed by beauty brands, Olay and Dove with 64 Million and 63 Million views in June respectively. Chevrolet took the #1 spot in Automotive property rankings with 104 Million views, followed by Hyundai and Kia at #2 and #3 spots. In Sports Media property rankings, Turner Sports took the #1 spot with 915 Million views followed by WWE and ESPN. The top 100 video brands and influencers together generated 40.4 Billion total cross-platform views in June, with an average V30 (first 30-day views) of 3.6 Million and an average ER (engagement rating) of 1.2x, meaning these creators and brands produce content that’s 1.2 times more engaging than the average. Links to Tubular June Rankings http://tubularlabs.com/rank/cross-platform/ http://tubularlabs.com/rank/youtube/ http://tubularlabs.com/rank/facebook-publishers/ http://tubularlabs.com/rank/facebook-personalities/ http://tubularlabs.com/rank/vine/ http://tubularlabs.com/rank/instagram/ http://tubularlabs.com/rank/brands/ https://tubularlabs.com/rank/automotive/ https://tubularlabs.com/rank/media/ https://tubularlabs.com/rank/media/sports/ https://tubularlabs.com/rank/beauty/ Monthly rankings of top 25 online video creators and brands from April 2015 – June 2016 are available upon request. To learn more or inquire about custom rankings: Request a demo of Tubular Video Intelligence

Read more
Announcing Top Video Brands and Publishers in April 2016

Announcing Top Video Brands and Publishers in April 2016

Caroline Lu – May 26, 2016

Tubular's latest monthly cross-platform rankings of top video brands and publishers are now up on our newly redesigned and dynamic Rankings Center! You are now able to sort by month, views, channel, or genre within each platform category. Moving forward, all brand and publisher data on the Tubular platform will also include Tubular Video Ratings metrics of V30 (average views per video in 30 days) and ER30 (engagement rate benchmarked against all videos). Key takeaways from April 2016: Axel Springer’s INSIDER breaks into the Top 10 with 903 million views. Buzzfeed’s Tasty maintained its #1 spot in cross-platform rankings from last month, with 1.9 Billion views and a V30 of 29 Million (averaging 29M views per video during the first 30 days). BuzzfeedVideo was the most engaging publisher in the top 10 with 1.4x more engagement than the average video publisher. Facebook was new to the Top Video Brand “Viewmakers”  Top 10, generating 76 Million views in April. The top 100 video brands and influencers together generated 36.5 Billion total cross-platform views in April, with an average V30 (views at 30 days) of 4.3 Million and an average ER (engagement rating) of 1.4x, meaning these creators and brands produce content that’s 1.4 times more engaging than the average. Links to Tubular April Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook-publishers/ https://tubularlabs.com/rank/brands/ https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/ https://tubularlabs.com/rank/facebook-personalities/ Monthly rankings of top 25 online video creators and brands from April 2015 - March 2016 are available upon request. To learn more or inquire about custom rankings: Request a demo of Tubular Video Intelligence

Read more
Are you ready for the online video #gamechanger?

Are you ready for the online video #gamechanger?

Allison Stern – April 27, 2016

There is no doubt, the online video universe is exploding. With such growth, comes certain challenges and questions. We’ve been hearing from customers and industry experts in the online video space, the most burning question; how do we compare views and engagements across platforms, apples-to-apples? Drum roll… We’re proud to announce Tubular Video Ratings (Beta), a unique group of online video metrics that set the standard for measurement of views and engagements across videos and publishers. By doing so, we provide a clear standard for branded entertainment, media sales, and influencer marketing. We think you’re going to love it, and here’s why: it makes benchmarking and influencer identification so much easier, and faster. I want details... Our new set of metrics includes a simplified first 30-day engagement rating (ER30) and first 30-day views (V30), and can be leveraged to: Quickly identify relevant influencers Evaluate video success using standardized metrics Positively impact ROI of online video campaigns “Show me the influencers!” Here’s an example we prepared earlier that highlights the power of Tubular Video Ratings for effective and fast influencer identification. In March, iJustine raked in an impressive 14.9 million monthly cross-platform views. Before Tubular Video Ratings, this was the go-to metric that you might have used to gauge the potential power of an influencer. Although interesting, this number isn’t exactly compelling. Tubular Video Ratings, however, gives us some additional ammo. Now, we can see that the average video from iJustine reached 571K cross-platform views after 30 days, she also outperforms the competition with high audience engagement after the first 30 days - that’s right, iJustine is 2x better than other creators, across leading social platforms. We can also deep-dive on iJustine by platform: Here, we can see that after the first 30 days of a video, iJustine receives the most average views on YouTube.   So, how does this secret sauce help? Well, it means that brands who want to work with iJustine will know which platforms to target and how much advertising dollars they should flex for branded campaigns. You know I’m all about that benchmarking... Let’s now look at how Tubular Video Ratings supercharges your ability to evaluate the performance of a video. Comparing all-time views in the example above, you might assume that One Direction’s Carpool Karaoke video (60.5M) outperformed Sia’s Carpool Karaoke video (37.6M).  However, One Direction’s video is two months older. With Tubular Video Ratings, we can see that in the first 30 days (V30), Sia’s video actually gained 4.7 million more views than One Direction’s video. Also, we can see that One Direction’s video garnered significantly higher engagement (ER30) than Sia’s video and is also 4.2x more engaging than the average YouTube video. So why is benchmarking important? Think about overall reach measurement for targeted online video advertising. James Corden has successfully developed a digital franchise. Corden’s spin-off micro-series, Carpool Karaoke has a video viewership that is arguably more important than the actual television broadcast. The team that is responsible for James Corden content can use this reach data in marketing and sales materials to show their total audience measurement in comparison to the competition.  This means they can pitch their content to brands and highlight how they fare against the competition so they can better reach their target demographic, which means, you guessed it; cha-ching, higher sales. We’re excited about Tubular Video Ratings because we truly believe it’s going to change the game for the online video world - we’d love to hear what you think.  P.S. If you're already a customer, login to the app to check out Tubular Video Ratings - if you want to learn more about Tubular Video Ratings, fill out this form for a demo.

Read more
Food Content Dominates Facebook Rankings, Sports Channels Rule Instagram

Food Content Dominates Facebook Rankings, Sports Channels Rule Instagram

Caroline Lu – March 16, 2016

We're excited to announce that Tubular’s February rankings of online video influencers, publishers and brands are now live! Key takeaways from this month: Buzzfeed’s Tasty held onto its #1 crown in cross-platform rankings from last month, with 1.9 billion views and 7 million new followers. Vlechten Met Daan, a site that provides cooking, beauty and lifestyle tips, debuted on cross-platform rankings at an impressive #2 with 1.1 billion views. With 917 million views, the NBA climbed four spots to claim the #3 spot. New to Top 10 Brands was PlayStation, which jumped 15 spots to be #3 with 140 million views.  Following their popular Super Bowl commercials, Samsung Mobile and Hyundai USA appeared for the first time on this list at #5 and #6 spots. This month, Facebook rankings were separated into categories: Facebook Publishers and Facebook Personalities. Food content ruled the Facebook Publishers category, with Tasty (a Buzzfeed property), Vlechten Met Daan, Buzzfeed Food, Tastemade, and Tip Hero grabbing the top five spots respectively. Sports was popular on Instagram in February: the NBA ranked at #1 with 118 million views, Sports Center is at #3, and the Bleacher Report jumped 3 places to claim #5. Links to Tubular February Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/brands https://tubularlabs.com/rank/us-tv-brands/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook-publishers/ https://tubularlabs.com/rank/facebook-personalities/ https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/

Read more
Buzzfeed’s Tasty Sets Record with 3 Billion Monthly Views

Buzzfeed’s Tasty Sets Record with 3 Billion Monthly Views

Caroline Lu – February 23, 2016

Exciting news – Tubular’s January rankings of online video influencers and brands are now live! Key takeaways from this month: Buzzfeed’s Tasty breaks the record for the most monthly views of any publisher of all time with 3 billion January views, a 200% increase from their December views. In past months, the maximum views for any publisher hovered just over 1 billion. Food content reigned strong in cross-platform rankings with Tastemade at #3 (jumped 11 places from last month) and Tip Hero at #4. New to the Brands rankings were Barbie at #4 with 71 million views (likely due to the popularity of its Evolution of Barbie Campaign), and Intel at #6 with 52 million views. Interestingly, Samsung Mobile USA jumped 18 spots to claim the #7 spot with 49 million views. New product launches at CES contributed to the popularity of tech channels in January. The top 100 video brands and influencers together generated 42 billion total cross-platform views in January, up 12% from December 2015. Links to Tubular January Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/brands https://tubularlabs.com/rank/us-tv-brands/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook/ https://tubularlabs.com/rank/facebook-compilations https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/

Read more
Buzzfeed's Tasty Reclaims #1 Spot In December Rankings

Buzzfeed's Tasty Reclaims #1 Spot In December Rankings

Caroline Lu – January 20, 2016

Tubular's December rankings of online video influencers and brands are live! Key takeaways from this month: Buzzfeed's Tasty reclaimed the #1 overall spot with 1 billion December views. NowThis News and AJ+ each jumped 14 places to claim the #5 and #6 overall cross-platform spots. AJ+’s strong performance points to Al Jezeera focusing its efforts on digital content and distribution. In the Global Brands ranking, top performers from last month maintained their places, while Clash of Clans jumped 18 spots to become #4. GoPro had the highest engagement rating at 2.7%. In the US TV Brands category, NFL jumped 7 spots to claim #7. The top 100 video brands and influencers together generated 37.5 billion total cross-platform views in December, up 4% from November 2015. Links to Tubular December Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/brands https://tubularlabs.com/rank/us-tv-brands/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook/ https://tubularlabs.com/rank/facebook-compilations https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/

Read more
The Ellen Show Tops November Rankings, LEGO Is #1 Brand In Video

The Ellen Show Tops November Rankings, LEGO Is #1 Brand In Video

Caroline Lu – December 18, 2015

Our November rankings of the top online video influencers and brands are here! A few highlights from this month: The Ellen Show claims the #1 spot with 1.1 billion views. Justin Bieber jumps to #2 with 853 million views, combining major views from YouTube, Instagram, and Facebook.  Bieber launched new music videos in November, as did Adele, leading to their rise in the rankings. For the first month in 2015, Buzzfeed media properties fall out of the top two spots. The top 10 video publishers overall generated 6.5 billion November cross-platform views, up 8.1% from October. The top 100 video brands and influencers together garnered 36 billion total cross-platform views in November, up 105% from January 2015. This month, we also introduced Top 25 Video Brand “Viewmakers,” the brands generating the most video views online. LEGO ranks #1 with 151 million views in November, followed by Red Bull, Disney Parks and Walmart. Clash of Clans is the most engaging brand on the list, with a 5.7% engagement rate. Brands like Walmart and Tide have social engagement rates on their video near 0%, typically a sign of heavy paid promotion.   Television Brands continue to perform well, including news, sports, and late night content.  NBC Nightly News and The Weather Channel both premiered on the rankings in November. Links to Tubular November Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/brands https://tubularlabs.com/rank/us-tv-brands/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook/ https://tubularlabs.com/rank/facebook-compilations https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/  

Read more
September Rankings of Top Video Creators Across Platforms

September Rankings of Top Video Creators Across Platforms

Caroline Lu – October 17, 2015

Tubular Labs releases the top video creators across all platforms and all devices for the month of September.

Read more
© 2018 Tubular Labs, Inc.
Tubular and Audience Graph are trademarks of Tubular Labs, Inc.
Close