Tubular Labs Expands Audience Measurement To Connect Social Video To Ecommerce Outcomes On Amazon

By Micaela Wanzer · December 02, 2021

Tubular Labs Expands Audience Measurement To Connect Social Video To Ecommerce Outcomes On Amazon

Expansion of Audience Ratings Product Suite Empowers Buyers & Sellers with Unique Reach, Frequency and Initial Findings Include 25% of Consumer Electronics Transactions on Amazon are Preceded by Social Video Viewing 

SAN FRANCISCO – December 2, 2021 — Tubular Labs, the leader in global social video intelligence and measurement, today announced the unique ability to correlate social video viewing to sales activity — specifically, ecommerce on Amazon. As part of its Tubular Audience Ratings product suite, the company will provide its brand, agency and publisher customers a unique view into how product-related social video viewing influences online sales through Amazon.

By leveraging global opt-in behavioral data panels and official measurement partnerships, Tubular is connecting public video viewership across key social platforms – with viewers’ shopping behaviors, such as product browsing, in-cart activities, purchasing and posting reviews on Amazon. 

“Social video has weaved its way into the cultural fabric of our society, but until now its impact on commerce was unconventional wisdom,” said Josh Schmiesing, Chief Marketing Officer, Tubular Labs. “Now that the business and publisher communities can see unique reach, frequency and get conversion rates for ecommerce, brands can rethink how they invest in social video and unlock its potential.”

The launch of Tubular’s ecommerce measurement system represents the most definitive, expansive view connecting the purchase journey from product evaluation via video to consumption at scale. Because Tubular measures unique audiences, time spent and engagement for video at a global scale, it is able to provide performance benchmarks that empower brands and agencies to invest in the medium with confidence. 

Initially provided as quarterly reports offered at product category levels across the top 100 global media properties by unique viewers, the unique capability precedes a more robust consumer insights suite set to launch in 2022. The first-ever Tubular Social Video and Ecommerce insights report indicates that in Q3 of this year, social video audiences are most likely to engage in shopping activities for electronics products, computer accessories, home & kitchen items, and apparel, shoes & jewelry – all product categories that are typically shopped for during the holiday season.

For the electronics products category in particular, 25% of consumer sales on Amazon come from social video audiences that have consumed content about that category, according to Tubular Labs. This translates to close to $24 billion of influenced sales for the electronics category, just from viewership of product reviews or other content about computers, accessories and related products. 

“There are clear lines between the types of content audiences are watching and how that influences their shopping behaviors,” said Schmiesing. “Our new capabilities demonstrate the impact of social video for brands as a sales-oriented solution, showcasing how marketers need to invest further in these platforms while evaluating ad budgets.”

Tubular is rolling out these new ecommerce capabilities to customers starting in early 2022, and will regularly share updates around how social video content is helping lead customers to purchase on Amazon. Those interested in learning more about how ecommerce and social video go hand-in-hand can reach out for more information at www.tubularlabs.com.

About Tubular Labs

Tubular is a trusted partner in inspiring what is remarkably relevant. The company provides a unified view of the shifting values and interests of audiences across YouTube, Instagram, Facebook, Twitch and Twitter. Tubular sees what no one else sees: new content categories, new creators and the passions that are driving what’s next in culture. Tubular powers agencies, brands and media companies to make efficient decisions that grow their business through AI, machine learning and human analysis. Trusted by some of the biggest brands in the world, Tubular is the only company that is a member of the YouTube Measurement Program and a Facebook Measurement Partner. For more information, visit www.tubularlabs.com.

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