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?
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.