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Mindshare India has partnered with Noida-based video analytics startup Vidooly to co-create and launch ‘Kyve’ in India. Kyve is a platform for brands and advertisers to track online video viewership. The ‘Kyve’ tool will be part of the core Mindshare planning framework in India.
With this tool, Vidooly aims to be the go-to-tool for any brand or advertiser who wants to execute an online video campaign effectively and yield an optimal ROI. Mindshare on the other hand, want to leverage this platform for precise brand targeting on online video, to eliminate audience spillage, and further measure the success of video campaigns.
The ‘Kyve tool is part of ‘Content+’, an adaptable Content Model and is a new age online video data science platform for advertisers and brands that will provide them with insights into the viewership habits of their target audience, understand viewers’ consumption as well as engagement.
This data will help Mindshare India to source relevant partners and influencers for brands to engage with for content creation. Mindshare India will also use the data and intelligence gathered to scan, seed and strategize end to end digital video and content strategies for brands.
“Millennials in India have transitioned from watching traditional TV to online videos, and consume content anytime, anywhere. Video platforms have been major driving forces behind the rise in original online video programming”, said Prasanth Kumar, CEO, Mindshare South Asia.
He further added, “In an adaptive world it is important to track genres of content that is popular with users. The ‘Kyve’ tool is the first of its kind to track the user journey of online viewership and develop a video strategy that is weaved into the consumer conversation. We at Mindshare are hopeful that ‘Kyve’ will redefine the way brands advertise and are certain that our partnership with Vidooly will take us places in delivering quality.”
Subrat Kar, CEO and co-founder of Vidooly, said, “ Kyve is a joint effort combining Vidooly and video analytics technology along with Mindshare’s expertise of new and emerging media. We believe Kyve will be a game changer in digital video marketing.”
According to a 2015 Nielsen report, approximately 78% of regular Internet users in India watch or download digital content such as videos, television shows, or movies online. India’s online video viewership has doubled since 2011, with the rapid rise of smartphones and internet penetration in India, the demand for online video will only grow further. Viewership of online content on mobile devices is already on the rise, especially amongst Millennials.
Mindshare is a global media agency network with billings in excess of $31.4 Bn as claimed by the company. The network consists of more than 7,000 employees in 116 offices across 86 countries spread throughout North America, Latin America, Europe, Middle East, Africa and Asia Pacific. It is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.
Vidooly was launched in November 2014 by Subrat Kar, Ajay Mishra and Nishant Radia. It is an online video intelligent marketing and analytics suite that helps content creators, brands and multi channel networks (MCNs), to maximize their organic views, build an audience base and earn more revenues online.
It does this through its software suite that offers advanced features such as video tag suggestion, best time to upload,search rank analysis, competitor tracking, subscriber behavior analysis and influencers collaboration, to name a few.
Since it’s beta launch in November 2014, Vidooly has added 5000+ individual YouTube channels such as Glamrs, mommy and gracie, Appuseries, videogyan and 15 MCNs, across the globe to their list of customers using their dashboard; nearly 120K videos are uploaded every month through Vidooly’s network while it’s big data engine analyses 500 million plus monthly videos through its platform.
Last year in June, it also raised $1 Mn in funding. In February this year, it also acquired over-the-top (OTT) content company iCouchApp, for an undisclosed amount.
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