Online video monitoring helps track measurement

PR PROS routinely aim to win clients a guest spot on a TV show or create a great CEO video-blog. Yet communications pros, also tasked with monitoring a video's success as it spreads across the Internet, are increasingly turning to online video monitoring for tracking.

PR PROS routinely aim to win clients a guest spot on a TV show or create a great CEO video-blog. Yet communications pros, also tasked with monitoring a video's success as it spreads across the Internet, are increasingly turning to online video monitoring for tracking.

Medialink produces, distributes, and monitors online video and audio content. Last September, it introduced Mediaseed.tv, a technology that tracks TV, radio, and Web results.

"One of PR's general challenges has been measurement, especially the qualitative," says Larry Thomas, COO of Medialink. "In monitoring online video, it's not about the impressions, it's about what action did it drive people to do.

"We need to not only monitor for content, but also the impact of the content," he adds.

Peter Wengryn, CEO of media monitoring company VMS, agrees that it has a number of benefits.

VMS has partnered with a third party to monitor online video, but it's not part of its current offerings for clients because there is a lack of demand, he says.

"As [trends] start to originate on blogs or online videos, companies will get hurt because they weren't aware," notes Wengryn. "When that happens once or twice, that will ensure the rest of the market is proactively getting that coverage."

Monitoring can also help a firm gather data for future decisions about online videos. Additionally, it can help a company stay ahead of a trend, follow which sites are best to pitch online, and show how a PR initiative can get a second life on the Web, Thomas adds.

"It's about being able to prove that PR has value beyond just creating a buzz" he says. n

By Kimberly Maul

Key points:

Online video monitoring helps to gauge the impact of online content

Video monitoring can help PR pros stay on top of the content's impact

It can also show agencies what Web sites are best to spread their message

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