New Delhi: Mindshare, a GroupM agency, has partnered exclusively with Vidooly, India’s first video analytics startup, to cocreate and launch ‘Kyve’ in India, 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.
The ‘Kyve tool created by Mindshare and Vidooly is part of ‘Content+’, an adaptable CONTENT MODEL that leverages Mindshare’s unique place as a trusted advisor, helping our clients drive efficiency and effectiveness by not just considering the media channel/ but also the messaging and creative platforms. The ‘Content+’ division is spearheaded by Devendra Deshpande.
‘Kyve’ 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 & content strategies for brands. The tool can also leverage its platform for precise brand targeting on online video, to eliminate audience spillage, and further measure the success of video campaigns.
“Mindshare’s prime focus remains our commitment to our client brands, and to help create top of mind recall in our messaging, we are working with Vidooly, a leading player in the video analytics space. 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 services to consumers.”
Subrat Kar, CEO and co-founder of Vidooly, said, “We are thrilled to partner with Mindshare, one the most well known media agencies, to introduce Kyve to the Indian market. Kyve is a joint effort combining Vidooly’s video analytics technology along with Mindshare’s expertise of new and emerging media. With this platform, our aim is 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. 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.