Social media listening hits video with AI-powered analytics
Social listening and analytics platform Talkwalker has introduced technology that allows marketers to monitor appearances of their brand in online videos.
This article was sponsored by Talkwalker to let readers know about its global report into the state of influencer marketing in 2019 »
The video analysis is powered by Talkwalker’s AI engine. It analyses videos and images from an extensive brand, location and scene database enabling the detection of brands in motion.
Talkwalker boasts the addition of video is the only way to get a 360 degree view of one’s brand. Looking at the example of Coca-Cola, it calculates brand mention spread online broken down to 33% text, 11% image and 56% video.
“We’re such a visually-driven society, especially among Millennials and Gen Z. So many moments happen in video, it’s crucial for brands to be a part of these customer conversations,” says Todd Grossman, Talkwalker CEO for the Americas.
Cisco predicts that by 2021, 80% of all internet traffic will be video.
According to Talkwalker, 98% of videos in which logos appear don’t mention the brand at all, meaning brand mentions via logos get missed in existing monitoring. The new solution should enable brands to close the gap.
One key benefit, says a company blogpost, would be the ability to protect a brand from crisis. Brands will have the ability to spot negative mentions of their brand, as well as inappropriate and fraudulent use of brands and logo in videos.
It also enables greater measurement of sponsorship campaigns, for example, out-of-home advertising at televised sports events, where a brand could now track brand appearances in video broadcasts.
- Marketers persevere with influencer marketing despite measurement foibles »
- Video to take up half of global ad spend – report »