Case Studies
Case study: Media-buying Agencies PDF Print E-mail

Online digital and interactive media-buying agencies provide marketing and communication services to their customers. Much of online marketing and communication nowadays focuses on video.

It has been shown that video keeps people engaged longer on Websites than pure text. As a consequence, in 2007, the metric for calculating advertising value of a Website has been changed from number of page views to time on site.

This means that advertisers and producers have the opportunity to sell their message to a more receptive audience when using video online.

Further it has been shown that video that is published through social networking sites has a higher potential to go viral than the same video published on the content owner's own Website. This has led to the creation of viral video campaigns driven through social networking sites.

In this novel situation, media-buying companies are required to monitor the viral spread of the video for their customers. There is a need to:

  • Monitor over time the development of the audience of videos uploaded to social video hosting sites.
  • Monitor the embedding of these videos into other Websites, blogs, and online fora, and the discussions these create.
  • Monitor the copying, reuse and mash-up of these videos and thus further spread through social video hosting sites.

Vquence acquires in real-time the quantitative measurements required to monitor the social uptake of the videos. Vquence provides graphs to display the development of the audience, comments, and ratings over time.

Vquence also monitors a large number of blogs, fora and news sites in collaboration with partners for places where the videos are being embedded and reused, gaining a direct access to the actively engaged part of the audience that is most relevant to the advertiser.

Vquence's patented duplicate identification technlogy further helps in identifying other social video that are re-using material extracted from the original videos or simply helps in identifying whether the video has been re-uploaded by a fan. A graphical user interface that includes a display of the actual videos in the feed is used to deliver this unique service.
 
Case study: Media Intelligence Companies PDF Print E-mail

Media Intelligence companies provide news, information, and analytics services on online media and their audiences to their clients.

Social video as published online is a new form of media publication that companies want monitored. Reasons for the desire to monitor such video are multiple:

  • Social video can indicate new development trends in markets.
  • Social video can influence the image of companies and brands.
  • Social video can also provide information on competitor products and their reputation.

Media intelligence companies want to extend their data feeds to be able to provide custom news, information and analytics services.

The comprehensive and real-time acquisition of metadata on social online video is a challenge that Vquence has mastered. Vquence handles the tasks of running crawlers, aggregating textual descriptions, identifying language, aggregating quantitative measurements, and identifying blogs and forums on which videos are quoted.

Vquence provides raw access to metadata on every video post being published online. The data is provided through XML feeds and is used as an input source for the systems of media intelligence companies.

Vquence can also provide the metadata feed through a graphical user interface that includes a display of the actual videos in the feed. This is a great means to deliver media intelligence information on social video to customers. In addition, it provides a great tool to experts to pre-sift videos easily.

 
 
Case study: New Media Companies PDF Print E-mail

New media and social networking sites are now an important part of the Web ecosystem.

The introduction of video onto such sites is often a large challenge - video requires more storage and bandwidth than any other Web medium, and it also requires the management of annotations and metadata to make any sense of the video itself. Video that is prepared to go viral is often better published on social video hosting sites such as YouTube or Blip.tv and re-embedded onto a new media site, making sure it can also function as an ambassador for the site.

Vquence has extensive experience in publishing and aggregating video from social video sites.

We have graphical displays (so-called web widgets) that include a well-designed interactive video player to display lists of video highlights. The video highlights are flexibly aggregated according to client need, which could be by user name, keywords, or queries. The aggregated playlist is included into a client's Web page through a piece of HTML code.

We also offer search technology that allows dynamic search of videos within a collection. This includes a graphical display of the results both as a list of images as well as a list of video highlights. This provides to users the option of an in-depth interaction with the search results without having to link away from the search-results page.