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How To Run A Successful Video Game Launch Using Tubular

How To Run A Successful Video Game Launch Using Tubular

Caroline Lu – July 14, 2016

Tubular’s mission is to empower the online video community by providing the tools and insights to identify influencers, support sales teams, design winning content strategies, and benchmark internally and competitively. In this blog post, we’ll look at how a major gaming company leverages Tubular to succeed in online video.   Scouting Other Teams In The League Before a big sporting match, coaches hold pre-game strategy sessions to review in detail the opponent's strengths and weaknesses in order to strategize and execute key plays. When making goals and projecting success for an upcoming video game launch, it is just as crucial to have a clear idea of the competitive landscape. The most helpful approach would be to analyze competitors at the game-title level (rather than at a company level). Say, for example, you want to launch a sports simulation video game. You would want to check out FIFA and NBA games at the very least. Fans following content about these titles are likely the same ones who would be interested in this new release. Taking a pulse-check of the performance of games in the same genre will offer a clear frame of reference when projecting reach and engagement of content promoting the new game. After creating a custom channels list of potential competitors that include FIFA, NBA 2K, and Pro Evolution Soccer, here’s a peek at top content sorted by V30 (views generated in a video’s first 30 days).  You’ll see that sorted by V30s, NBA 2K has a huge presence at the top (with content uploaded in the last 90 days). Their most viewed content include clips about Kobe Bryant and championship live-streams. FIFA is also high up there, with game outtakes. Moving forward, you can keep these content styles in mind when thinking about what promotional content to produce for the launch of a game in the same genre. To take it one step further and see what really resonates with audiences, we can sort this selection by ER30 - which ranks engagement relative to the rest of the online video universe. Now, we see that both Pro Evolution Soccer and NBA 2K rock on the engagement front, particularly when it comes to game trailers, finals highlights, timely clips, and behind-the-scenes content. Combining the insights from this batch of top performers as well as those who have high V30s, you start to develop a good idea about what kind of promotional content will entice viewers to click and watch. At this point, you have a good understanding of how official branded content performs – what does well, what attracts views, what potential competitors are knocking out of the ballpark, and what insights to utilize moving forward. But that’s only a piece of the puzzle. To run a truly successful video game launch, you’ll need to identify the right influencers for your brand, ones who can drive high views and engagements. It’s not about influencers who have the biggest following or who are the most famous. In the words of our gaming customer, it’s about “finding true advocacy.”   Adding Key Influencers to the Roster The first step in identifying the right influencers for this campaign is to check out which influencers are creating content for existing sports games. Then, we can ask questions such as, do they make content specifically for this game? Is it the first time they’ve done this? We can compare gaming creators side-by-side, look at views-over-time, and confirm who’s doing what well. Take FIFA, for example. We’ll do a quick search for content about the most recent FIFA release, and exclude official and brand content, giving us only UGC from the last 30 days. Upon initial research, these are the creators generating the most views for FIFA. This sets us in the right direction, but also poses a few challenges. Influencers with large followings are expensive – MattHDGamer has over 2.6 million followers and DjMaRiiO has about 2 million. If budget allows, they can certainly be a quality investment. However, if the influencer marketing budget is leaner, then we can use these famous creators to help determine a baseline. What is their average engagement? What is their reach? Is their content organic? What type of content do they create? With this information in mind, you are now empowered to cherry-pick and approach influential creators with smaller followings, such as those in this curated list filtered by a views limit of 10 - 100K: For a more accurate search, you can try eliminating creators who produce only FIFA related content (as you want content on all sorts of sports simulators). A few weeks prior to the game launch, you can then reach out to these select creators with an exclusive opportunity for a game review, as well as statistics from Tubular that support the fact that their audience enjoys sports simulator games and might be interested in this new release.   Press Play There you have it! Tubular Intelligence powers the competitive intelligence and influencer identification that is necessary to support a successful game launch for a newly released title. Game on!

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May Rankings of Top Video Brands and Publishers Are Live; Automotive and Sports Media Property Rankings Make Debut

May Rankings of Top Video Brands and Publishers Are Live; Automotive and Sports Media Property Rankings Make Debut

Caroline Lu – June 22, 2016

Rankings for the most watched online video publishers in May 2016 are now live in Tubular's Rankings Center! This month, we also debuted rankings of top automotive and sports media properties. Moving forward, we will release rankings of additional industry properties each month. Key takeaways from May 2016: Buzzfeed held the #1 place in Media property rankings with 4.7 Billion views. The Walt Disney Company, Time Warner, Comcast and The LAD Bible rounded out the top 5 media properties in May. Buzzfeed’s Tasty maintained its #1 spot in cross-platform rankings from last month, with 1.9 Billion views and a V30 of 26 Million (averaging 26M views per video during the first 30 days). BuzzfeedVideo maintained its place as the most engaging publisher in the top 10 with 1.3x more engagement than the average video publisher. In Automotive property rankings, Nissan took the #1 spot with 84 Million views. German auto brands reigned strong in the top 10, represented by Audi (#3, 74 Million views), Volkswagen (#8, 53 Million views), Mercedes-Benz (#9, 43 Million views) and BMW (#10, 32 Million views). In Sports Media property rankings, WWE took the #1 spot with 731 Million views followed by Turner Sports and Fox Sports at 689 Million and 291 Million views each respectively. The top 100 video brands and influencers together generated 41.2 Billion total cross-platform views in May, with an average V30 (views at 30 days) of 3.4 Million and an average ER (engagement rating) of 1.3x, meaning these creators and brands produce content that’s 1.3 times more engaging than the average. Links to Tubular May Rankings http://tubularlabs.com/rank/cross-platform/ http://tubularlabs.com/rank/youtube/ http://tubularlabs.com/rank/facebook-publishers/ http://tubularlabs.com/rank/brands/ http://tubularlabs.com/rank/vine/ http://tubularlabs.com/rank/instagram/ http://tubularlabs.com/rank/facebook-personalities/ https://tubularlabs.com/rank/automotive/ https://tubularlabs.com/rank/media/ https://tubularlabs.com/rank/media/sports/   Monthly rankings of top 25 online video creators and brands from April 2015 - April 2016 are available upon request. To learn more or inquire about custom rankings: Request a demo of Tubular Video Intelligence  

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Tubular Raises $10 Million in New Financing; Releases Media Property Scoring to Be the Standard in Online Video Measurement

Tubular Raises $10 Million in New Financing; Releases Media Property Scoring to Be the Standard in Online Video Measurement

Caroline Lu – June 2, 2016

We are excited to share that Tubular has raised $10 Million in financing led by Marker LLC, bringing our total funding to date to $31 Million. Previous financing rounds were raised from FirstMark Capital, Canaan Partners, Lerer Hippeau Ventures, SV Angel, and others.   “Our goal since the beginning has been to help brands and publishers grow their online audiences,” said Rob Gabel, CEO and founder of Tubular Labs. “Today, with more than 55,000 publishers generating over 99 Billion monthly video views, online video has reached critical scale. What's missing is monetization of branded content. We’re thrilled to partner with Marker and will use this new funding to expand our offerings enabling publishers to effectively prospect, pitch and report on branded content.” “Tubular is a pioneer and the clear market leader in a rapidly growing, increasingly diverse and critical online video industry,” said Rick Scanlon, co-founder and partner at Marker LLC.  “Over the last three years, the company developed a solution that tracks more than 2 Billion videos across 30 social platforms, its customer base has grown by more than 10 times and it is now considered the standard in cross-platform video intelligence.” We are also thrilled to launch Media Property Rankings. For the first time, major media companies can see their total monthly views across all online video properties, ranked against their competitors.  Buzzfeed topped the list with 4.7 Billion views in April across their 94 online video publishers.  Time Warner ranked #2 with 2.2 Billion April Views across their 148 online video publishers.  Walt Disney, Comcast, and The LADBible rounded out the top 5.  The rankings are a powerful at-a-glance tool for media companies to gauge how they’re performing vis-a-vis competition in the quickly accelerating online video space.  This news comes on the heels of the recent launch of Tubular Video Ratings, which benchmarks the reach and engagement of the world’s videos, creators, brands and categories. The ratings are used to effectively plan and report on influencer marketing, branded video sales, and for data-informed content decisions. The ER30 metric or Engagement Rating 30 measures a video or publisher’s engagement rate benchmarked against all content (e.g. 2.2x more engaging than average). The V30 metric measures the number of views a video gets in 30 days, or the average number of views per video a publisher gets in a 30 window. To request a demo, visit tubularlabs.com/demo.

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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

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NowThis Is How You Can Use Tubular Video Ratings to Benchmark Precisely Against Competitors

NowThis Is How You Can Use Tubular Video Ratings to Benchmark Precisely Against Competitors

Caroline Lu – May 24, 2016

Since launching Tubular Video Ratings (Beta), the new standard for online video measurement, we’ve analyzed how this set of metrics can be applied to influencer identification (for brands, see Wilton) and looked at how media companies can access compelling benchmarking metrics on a video level (see Carpool Karaoke). To recap: Tubular Video Ratings is a set of standardized metrics that rate both views and engagements on an apples-to-apples scale across the video universe including YouTube, Facebook and Vine content. Today we are exploring exactly how Tubular Video Ratings can help digital-first media companies effectively and precisely benchmark themselves against competitors for executive reporting. Tubular Video Ratings, in the fewest number of clicks, will highlight 1) what you're rocking at compared to your competitors and how you stack up against them overall and, 2) areas of improvement or windows of opportunity.   NowThis Rocks A huge kudos to NowThis for delivering news straight to social feeds and therefore, establishing itself as a stronghold among video leaders in the news industry. NowThis’ distributed platform strategy aligns perfectly with news consumption trends: don’t wait for the clicks to come to you; instead, bring the news to the viewers where they already are. In doing so, NowThis has secured 6.7M cross-platform followers who collectively brought in over 812M views in April, making NowThis the top News publisher on Facebook. Furthermore, a NowThis video rakes in an average of 1.6M views in its first 30 days (V30).    How Do I Match Up To My Competitors? With these impressive numbers, the NowThis team deserves a pat on the back for a job well done. But to prove just how awesome they are, the big bosses over at NowThis need a meaningful measuring stick with which they can compare NowThis’ performance to competitors’ performance. Here are two other top-performing digital-first news companies who have a strong presence on Facebook; AJ+, and Huffington Post: From this, we can see that NowThis: Generated 2.6x as many April views as AJ+ and 3.2x as many as Huffington Post Has the highest V30, which means that an average video is projected to bring in at least 200K more views than AJ+ and 600K more views than Huffington Post Is on equal footing with competitors in the digital news space in terms of engagement (ER30) But, wait. Let’s keep cracking at this. As we deep dive into NowThis’ Facebook analytics compared to AJ+ and Huffington Post: Here’s what we uncover: NowThis produced ~1.5x more Facebook videos than AJ+ and Huffington Post NowThis videos generated at least 1B more total Facebook views than either competitor from November 2015 to May 2016 The first 30 days of an average NowThis Facebook video earns 100K more views than AJ+ and 650K more views than Huffington Post   That’s Awesome, NowWhat? NowThis has the numbers to prove that they are excelling at Facebook News; the next step is to consider how to leverage Tubular Video Ratings for future content strategy. We can look at the videos that pulled in the most views in the first 30 days (V30): Videos that draw in the most viewers delve deep into interesting phenomena and innovative, environmentally friendly companies and products. Moving forward, NowThis could use this information to craft a more accurate content strategy and create a similar series of science and technology videos for their engaged viewers.   Fun Fact If we were to expand this analysis to include NowThis’ YouTube and Vine videos, check out which videos were overwhelmingly the most engaging (ER30): NowThat’s Cool! With this information, NowThis can create a more effective content distribution strategy, ensuring they are syndicating the right content on the right social platform to capitalize on views and engagement. Stay tuned for more exciting updates on Tubular Video Ratings! 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.

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How Wilton Can Boost Their Bake Sales With Tubular Video Ratings

How Wilton Can Boost Their Bake Sales With Tubular Video Ratings

Allison Stern – May 9, 2016

Last week we launched Tubular Video Ratings (Beta), a new set of metrics designed to standardize and simplify online video measurement with an apples-to-apples comparison of views and engagement across leading video platforms. Think of Tubular Video Ratings as the Nielsen ratings of the online video universe. In last week’s blog post, we shared how Media Companies and MCNs can leverage Tubular Video Ratings for speedy influencer identification, as well as for competitive benchmarking of video content and properties. Today, we’re investigating how Tubular Video Ratings can help brands identify the right influencers – influencers who align with their brand personality, and who will boost brand awareness and drive ROI. Test Kitchen: Wilton Wilton is the world leader in cake decorating, sweet treat-making and bakeware, it has successfully established itself as a thought leader in the online video space. Quick-to-market, Wilton primarily use online video to engage with its loyal fanbase to share baking techniques and tips, recipes and product release teasers. Wilton's online video strategy ensures its brand remains relevant with a younger female demographic, that is consuming online video on a daily basis.  Looking at these numbers, we can see Wilton is performing solidly when it comes to online video, their videos receive an average of 83K views after the first 30 days and are twice as engaging as the average video on YouTube and Facebook. Interestingly, Wilton raked in 3M total views in March, signaling that they are posting a steady stream of evergreen content that consistently draws in viewers. Time to dig deeper. Recently, Wilton worked with two top baking influencers, Rosanna Pansino and Yolanda Gampp. Typically, Wilton’s average first 30-day views (V30) across videos without influencers is 44.2K. Compare this to Wilton’s average V30 for influencer collaboration videos, a whopping 208K, which highlights the significance of working with popular influencers. The average first 30-day engagement ER30 across collaboration and non-collaboration videos is solid with 2.1X higher than average engagement. What Content Should We Put In The Oven? Let’s review Wilton’s five most engaging videos: ER30 is an indicator of the most engaging content relative to the social video universe. In this instance, ER30 can be leveraged to provide important insights on the most compelling and engaging content, which can then be used to drive content strategy, help determine budget, and find relevant influencers for partnership. When the content team at Wilton sees that “How To” videos are ~4x as engaging as the average YouTube or Facebook video, they can use this information to create more instructional cooking and baking content, which should resonate with their already engaged audience. By empowering Wilton to make decisions quicker and easier, they can establish a strong community of followers across video platforms and further establish their credibility as thought leaders and experts in the baking world. This is just the beginning! Keep a look out for more updates on Tubular Video Ratings and how these metrics can help you drive success in the online video space. P.S. If you’re already a customer, login to the app to check out Tubular Video Ratings – if you're not a customer and want to learn more about Tubular Video Ratings, fill out this form for a demo.

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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.

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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/

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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/

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