By Sahil Patel
Tubular Labs, a video analytics and marketing engine with a deep background on YouTube, is unveiling a new platform designed specifically to help brands on the world’s biggest video site. It’s called the Brand Intelligence Dashboard, and it has the ability to provide real-time data on how brand-related content is performing on YouTube, as well as across Facebook and Twitter as videos are shared to those social networks.
One of the key elements of the platform is that it doesn’t only focus on videos created by the advertiser. By saying “brand-related” content, Tubular means its platform is able to track the performance (views, engagements) of a brand’s official videos, fan-uploaded clips, and even content made by its competitors and their fans. This way, Tubular argues, advertisers can have a more holistic understanding of how their brand(s) resonate on YouTube, while also being able to benchmark against those that they’re trying to outsell.
For instance, here is an exclusive snapshot of the Brand Intelligence Dashboard provided by Tubular, which compares the performance of one auto brand’s campaign versus a top competitor:
As you can see, from the main dashboard, advertisers can access viewership and engagement data for a brand campaign across a full 90-day period, as well as track those stats day to day.
From here, clients can decide if they need to develop or re-calibrate a paid campaign. Beyond pure video performance data, the Brand Intelligence Dashboard is also able to help advertisers identify which demographics to target via TrueView campaigns, as well as connect with influencers who might be engaging with their brand.
All of this data is pulled from Tubular’s own AudienceGraph, which analyzes the content preferences and behaviors of more than 150 million YouTube viewers.
Tubular Labs is set to showcase the new platform at the 2014 Reel Video Summit, which takes place today in San Francisco.