Recent data from digital business metrics specialist comScore indicates that in March 2012, online video advertisement views topped 8 billion for the first time (for more information, click here and scroll down to Stack’t Facts). Given the rapid growth of the sector, advertisers that want to deliver brand impressions via online videos are demanding better ways to measure ROI, assess video impact and their target consumers.
To help with this, independent standards company Clearstream is touting its surveillance-grade video-analytics tool – similar to that used by casinos. The new tool, “Clearview,” delivers object and audio recognition capabilities, and it reportedly can scan for such questionable content as guns or nudity. It also can identify logos within the video stream to help ensure brand safety.
Explains Bob Bernstein, executive vice president and chief media officer at Draftfcb Chicago, "With the ability to deliver advanced video analytics that identify context and semantic-matching capabilities to shed light on sentiment and intent, Clearstream gives advertisers the tools we need to ensure that online video campaigns are reaching audiences in appropriate venues."
Here’s how it works: Clearview provides advanced in-stream video scanning services featuring object recognition, audio recognition and detailed video output characteristics. The tool scans inside and outside the video player and provides the advertiser with the video in its original form or on a frame-by-frame. “Advanced analytics can pinpoint ROI, video impact, creative elements, messaging, consumer intent and even the device used to access the video,” the Chicago-based company says.