Conviva Acquires Delmondo!

Today I am excited to announce that Delmondo has been acquired by Conviva, and we will be relaunching the Delmondo analytics platform as Conviva Social Insights.

When we started Delmondo four years ago, we wanted to create a better analytics platform for the world’s best streaming media companies and publishers to measure and monetize what the world is watching. During that time we have been fortunate to be on the front lines of a major shift in the way that premium content is consumed.

Now, with the evolution of viewing audiences shifting across fragmented screens, the industry requires a new type of third-party measurement solution to include new places where both digital and social video are being consumed.

Conviva Social Insights will be a welcome addition to Conviva’s world-class video measurement and intelligence suite, providing our customers with content and audience intelligence across every major social media platform, including Facebook, YouTube, Instagram, Twitter, Twitch and Snapchat.

With Conviva Social Insights complementing Conviva’s Video AI Platform, streaming TV publishers can build a unified view of video consumption and audience data across streaming TV apps, the web, and social media. This 360 view will reveal the true drivers of the viewer journey and inform a publisher’s distribution strategy across social platforms.

When the Conviva team approached us about working together, we instantly saw huge potential in offering a complete video measurement capability with the established industry-leader.

What’s most exciting is that we’re joining the Conviva team to finish what we started — to give our customers a complete view of how their premium content is being consumed anywhere, from OTT to YouTube to their website and back.

I want to thank our team for their sleepless nights, our partners at the social platforms, our investors, Brave Media Ventures, and most importantly, our customers, who make us better each day.

We’re excited begin a new chapter as part of Conviva, so I encourage you to read the official press release here, and let me know if you’re interested in more information about Conviva Social Insights or the entire Conviva Video AI Suite.

22 Examples of Insanely Creative Instagram Stories

Standing out on Instagram Stories can be hard, especially if you’re a brand. As a brand, you’re forced to compete for attention among influencers and a follower’s friends and family. What makes this even more difficult is that there is an expectation for brands on Instagram Stories to produce high quality and entertaining content on a regular basis. If your brand’s content doesn’t match up to that of a user’s friends or influencers they follow, next time your IG Story pops up you can expect they will probably just swipe next or even worse, put you on mute. Fortunately for you, we at Delmondo keep a close eye on such things and have put together an incredible list of creative brand IG Stories to draw inspiration from. Now, in no particular order, here are 22 INSANELY creative IG Stories from brands.

Read more

6 Instagram Stories Tricks to Get Better Engagement

Instagram’s algorithm works in a way that the more often you engage with someone’s story and Instagram profile, the more frequently they will show up in your feed. Using Instagram’s interactive tools and features is a neat way to get more people to interact and engage with your story and is a great long-term strategy to build an engaged audience. That said, it only works if your content is good. If your content isn’t deserving of a click or if you overuse the features too frequently, people will tune out and skip the entire story.  One thing that never fails to capture people’s attention is if you show them something new.
In this blog, we want to show you a few tips, tricks and techniques on how you can use the native features in Instagram Stories to show people something they haven’t seen before.

1) Panoramic

When you begin to think of the left and right side of the screen as tap back and tap forward buttons a whole new world of possibilities begin to open for interactivity within your stories. One of our favorite creative techniques is using them to view a panoramic.
First thing you need to do is take a panoramic picture on your phone like the one below.  Once you’ve taken your panoramic picture, break it up into multiple slices as in the second picture. When complete you should have about 7 to 8 individual pictures to upload. Upload them in order of left to right. When complete encourage people to tap on both the left and right side of the screen for a unique IG Stories experience that can really make you feel like “you’re there”.

Panoramic in Action!

2) Split Screen Voting

Instagram’s polls feature is one of the most commonly abused interactive features.
We all know the ones… “SHOULD I EAT THIS DONUT”  “YES or DOUBLE YES”
Pardon us while we swipe next.
However, when the feature is used correctly it can create an immersive interactive story experience. One way to ensure your polls are a success is to design your stories around the feature rather than the other way around. When making a poll you should design the video or picture as a split screen to give clear choices for what people are voting on. Additionally, try to stay away from “Yes or No” polls and opt to give people choices between two outcomes or activities.
Red Bull’s “Would You Rather, Strange Sports” story was a masterclass example on how to use polls to make a story.
The first frame of the story kicks off with three eye-catching videos stacked on top of each other with the question “Would You Rather” layered on top. Each frame was designed for the purpose of putting the poll feature in the middle and the last frame linked out to a longer video. Not only did every frame of the story command your attention but, if you were particularly interested in one video, the last frame of the story gave you the ability to find more information.

3) Use Color Matching

Unlike Snapchat, when you are drawing in Instagram, you are given the ability to match colors with an eyedropper tool. This neat little tool can help you touch up images, match your font to colors already in your image and, if you’re Matt Fogarty, make mind-blowing optical illusions using only the draw tool guaranteed to get people tapping back to watch again.
For people looking for tips on how to achieve a similar look, Matt had this to say:
“My advice for anyone trying to blend or hide art in their stories is to plan out their shot, shoot the video so the start and end have similar lighting. This will help ensure all of the time-consuming color matching looks consistent throughout the shot.
Another tip is to avoid using solid black or white when drawing in Instagram Stories. Black and white aren’t often found in the real world, thus when used they sometimes spoil the aesthetic. So, If you need a bright or dark color, try color matching the dark and light colors from your original video rather than using the swatches. “



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Compilation of my Instagram story creations. Thanks for all the support.

A post shared by mattfogarty (@mattfogarty) on

4) Get Creative With Your IG Fonts

Few things can change the visual and tonal direction of an image like the perfect font.  Using the right font, or mixture of fonts, can take an ordinary image and give it life, passion and personality. And while most people are aware of Instagram’s multiple font options few brands utilize them on the scale of the UFC. Watch the UFC’s Instagram and expect each bit of text they use to have been perfectly planned to elevate the moment being showcased. Randy Faehnrich, UFC Senior Manager of Social Media had this to say:
“For us, curation is everything. IGS in our opinion is a platform that gives the user an intimate experience with the ROS on fight night. Our UFC shows are run tight – timing is everything. From athlete arrivals, to preparation in the locker, to the walkout and eventual walk back, we have people set up in positions to capture content at the right time. To add even more pop to the :10-:15 second piece of content, we use IGS Fonts to give context in an aesthetically pleasing way – whether it’s with a specific athlete, the city or venue we’re in, etc. Mix & Match your fonts, play with shadowing effects and color schemes – anything that’s going to reflect the piece you’re portraying.”

It’s easy to get lazy, add text to a picture and not look back. However, if you spend a few extra moments to think about how the text can tell its own story, like in the images below, you’ll find your images become instantly more shareable and begging for a screenshot.

5) Get Tapping

Whether you like it or not people are tapping through your stories. However, this isn’t a bad thing. Yes, it could mean someone taps through your story without looking at it but, due to the fact that you can swipe to automatically go to the next story, there is a good chance it means they are actively watching. Research from our Instagram Stories Benchmark Study suggests that more than 70% of the people who view your stories are tapping through them. Use that guaranteed promise of physical interaction as a way to get your viewers to engage with your content in a favorable way. To take advantage of this we recommend using tapping to create a game or to view a stop-motion story. Furthermore, you can test the success of the story by seeing if the “Taps Forward” metric increased compared to other stories you have made.

Bud Light created a game on Instagram Stories using tapping to help deliver the Bud Light to your friend.

6) Hide Links In Your Stories

There is a myriad of reasons to use Instagram Stories’ tagging feature. The most popular reasons would be to either drive traffic back to your own account, by tagging yourself, or drive traffic to someone you are collaborating with.  To do this, all you need to do is use the “@mention” feature in the when in Stories mode. None of this is groundbreaking, but did you know you can still click on mentions if they are behind stickers or gifs?
Next time you try tagging someone, place their username behind a sticker or gif and ask people to tap the sticker instead of username. You’ll be surprised by how many more people end up clicking through when you gamify the task. To see what we are talking about view the video below.




This same trick also works when adding IG Posts to your Instagram Story.


Instagram Stories has been incredible when it comes to adding new features. The best social media managers and content creators keep an eye out for those new tools and figure out a way to use them before anyone else. While being the first to do something is great in the world of social media, being the most creative is better.
Next time a new Instagram feature comes along we challenge you to try to use it in a way it was not intended, and when you do, let us know on Twitter, we would love to hear it. @DELMONDO.

The Most Underrated Instagram Story Metric

In the world of Instagram Analytics, not all metrics are created equal.  Some metrics are easy to comprehend, such as Reach and Impressions. And if your very savvy, you might also be looking at completion rate and reach rate. However, there is one metric that that we would argue is possibly the most important metric there is when it comes to evaluating the quality of your Instagram Story: Exits.

Instagram Stories defines exits as the number of taps to leave your story. This does not include people who swiped UP to go to a link, people who tapped forward to go to the next story or people who swiped right or left to go to the next or previous story (that metric is called “Next Story”).  This means to get an exit you need to physically swipe the story down and go back to your IG home page.  Because an exit is an intent driven action, you can learn a lot about your story based on when someone exits.

For our recent IG Benchmark Study we analyzed over 5000 IG stories and what we found out regarding exits was fascinating.

Most often, exits peak on the first frame and steadily decline until the last frame when they spike once more. This tells us a few things:

  • Your first few seconds are extremely important. If you are not capturing the attention of people in the first 2-3 seconds of your story, a very large percentage of people will exit your story.
  • If you have a significant spike in exits at any point in the story other than the last frame, you need to check to see  what happened. If the spike in exits was not due to a pause in posting (which can serve as a premature end to your story), it is a clear sign that frame caused people to exit. Evaluate what happened and try to make improvements for next time. 

This exit graph shows a Spike in exits at Frame 13, upon further review we noticed a 6 hour delay in posting on that frame. Source: Delmondo


In this example, frame 13 started out with .3 seconds of black screen which was unlike any other frame in the story. Source: Delmondo


  • The spike in exits on the last frame signifies there is a percentage of people who watch your story to completion and then make a conscious choice to exit the Instagram Stories viewer to go back to their home screen. The behavior/choice of exiting instead of swiping or tapping to the next story is very telling. Those people who exit on the last frame are arguably the most engaged with your story. This behavior of waiting until the last frame indicates intent driven viewing.

This is an example graph of exits for a typical story with consistent posting. Source: Delmondo

Knowing now that the number of exits on your last frame is an important metric to track, what can you do?

  • Test putting CTAs at the end of your story. Traditional logic would say, if you have to make a CTA in a story, put it towards the beginning so a larger number of people will see it. We recommend testing your CTA on the last frame to reward people who viewed your story with the intent of watching the full thing.
  • Do your own research. Take a look at all of your stories and see which stories had the highest number of exits on the last frame. Was there anything special or different about these stories?

Thinking about metrics in a deeper context than how we normally look at analytics is what allows creators to truly improve upon their creative process. For more insights like these, download our full IG Stories Benchmark Report or sign up for a free trial of our Instagram Stories Analytics here. 

Free Report: Instagram Stories Benchmarks for 2018

Instagram Stories has continued to grow in popularity with 400 million users consuming stories daily. These numbers indicate staggering growth compared to this time last year when Instagram reported 150 million daily users in July 2017.

While these numbers indicate increased adoption and consumption, it also means more brands are vying for your attention.

So in a world crowded with stories, how does one stand out?

When we launched our first Instagram studies report in October 2017, Instagram Stories was barely a year old and was reported to have 150 million users. This time around we aimed to build on those statistics using a much larger data set while also providing data backed suggestions on how to improve your Instagram Stories.

This study focused solely on consumer brands, entertainment properties, sports related accounts and media/publishers.

In this report, we’ll share findings from the last six months of Delmondo Instagram story data from more than 5,000 stories.

What You’ll Learn:

  • Industry-specific benchmarks for story completion and reach
  • Key insights into posting frequency and story length
  • Creative executions driving standout performance for brands

Ready to see how you compare and receive actionable, data based tips you can use to improve your stories?

Download our free report here.

Ten examples of brands already CRUSHING IT on IGTV with Vertical Video

IGTV has only been out for a week but that hasn’t stopped brands from jumping in head first. Through this first few days we have already tracked millions of views from brands from all industries.

In this article we’ve complied 10 examples of brands doing it best on IGTV so far. 

What do we define as best? These brands are:

  1. taking time to create for the platform in a way that makes their content feel right at home
  2. are not uploading horizontal video
  3. are the taking proper time to edit for vertical
  4. are posting videos longer than 60 seconds. 

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How to measure the performance of your videos on IGTV

IGTV is Instagram’s new app for watching long-form, vertical video. Anyone can create videos, and they start playing the second you pull up the app. These videos can be a lot longer than your Instagram Videos and Stories, and it couldn’t have come at a better time. Since we started measuring Instagram Videos and Stories last summer, we know people have an appetite for longer video on IG.

Not only has the number of stories and Videos published from top brands and publishers increased, we have also observed a number of behaviors that show signs people crave longer videos now on their phone:

  • Increased video carousels – Instagram’s unit for photo albums was opened up to video in 2017. Despite IG not reporting view counts on these, we still see people using them daily to include multiple videos in a single post.
  • Increased length of Stories – On average we’ve seen the length of stories on top publisher accounts increase from 5-10 to now more than 20+
  • Increased use of Highlights – when Instagram started slowing users to highlight story content beyond the initial 24 hours, we instantly saw creative users turn this into an opportunity to get additional viewership on their best vertical videos.

The important thing to know is IGTV is for longer, more evergreen content, and is a true destination for mobile video. Instagram Stories are “live-ish” and told over a 24-hour period, perfect for showing people the behind-the-scenes or as a promotional tool to get people interested where they can swipe through into a longer experience on IGTV. With that said, we wanted to put together a brief guide on how you can start measuring performance of your videos today.

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8 Tips for Producing Amazing Vertical Video Content

There are more than a billion people right now who use Instagram. That means there are more than ONE BILLION HUMANS WHO KNOW THAT VERTICAL VIDEO EXISTS!

Now, episodic vertical video is mainstream. With the release of Instagram’s IGTV, it’s clear they believe that vertical videos are not only here to stay, but that vertical videos are the preferred way to watch content on your phone.

But this isn’t news to us. Read more

Audience Parting. Because Day Parting Is So 1996.

This post was originally published on TVREV. Visit for more original articles on the explosive growth in the TV space.

For decades, it’s been same old, same old for the people buying and selling television advertising. “Day parting” (buying and selling ads for specific times of day) to try and target the audience you think you want, based purely on those time slots Nielsen says resonate the most with your target audience. Want to reach senior? Try daytime TV. High school kids? 3 to 6 PM.

It was the perfect formula for an era where we didn’t know all that much about audiences, and when TV, radio and print were the only ways to reach them.

That era is long over and trends like time-shifting and binge viewing are blowing up the entire notion of day parts.

So why cling to day parting, when we have access to the sort of data that allows us to target the EXACT PEOPLE WE WANT TO REACH. With lots more data on the way.

That’s why we’re proposing that the industry stop thinking about day parting and move on to a system that uses a combination of audience data and social data to create custom scaled audience segments. We call it “Audience Parting.”

Audience Parting

Audience Parting is the concept of combining psychographic and consumption data to build a hyper-targeted audience pool. It’s different than addressable advertising because it takes more data into account, social data in particular.

Unlike day parting, which traditionally has looked at only a small section of data around viewers, audience parting combines the billions of data points being collected on social platforms with the audience data collected by Nielsen, Rentrak and other sources.

It’s not about finding the right time of day, but rather the right people at the right time, in the right location, with the right affinity for your brand.

One of the TV Industrial Complex’s holy grails has been the establishment of individual accounts, similar to what the telcos have going on with cell phones, and the vast amount of data that results when everyone has their own personal account.

MVPDs and networks would love to replicate that model and then combine the data coming out of all those individual viewing accounts together with the data from their users’ social accounts to create a rich and easily mined data bank.

You can see Audience Parting in practice with the rollout of Facebook Anthology, where ads and content are served up to specific audiences, based on their demographic profiles and their activity on Facebook and Instagram. Anthology is then able to determine which users reacted to the ads, what their reactions were and then add those learnings back to the database to increase its future accuracy.

What’s holding Audience Parting up? Inertia and resistance from the people doing the buying and selling. They’re afraid that it’s going to require a lot more work than day parting and that it’s going to be harder to sell, with giant holes of unsold audience parts that translate to less commission overall.

But that doesn’t have to be the case.

More perfectly targeted audiences should command higher prices as there’s almost no waste. You’re only reaching the people you want to reach. Not all those innocent bystanders. And the more data we have (did they respond to your last ad? What about the one before it?) the more precise your targeting becomes. Algorithms and other automated procedures for finding the right audience can turn the whole buying process into a race for the top, where programmers who consistently supply the best audiences are richly rewarded for it.

This is the dawn of a new era. Spray & Pray is on life support. We’re not killing weeds in our driveways people! When used in conjunction with audience data, social data can be your most valuable asset to reach the people you want to reach, when you want to reach them, in a way that ensures that everybody wins.

Visit for more original articles on the explosive growth in the TV space.

How advertisers are using branded content to reach NBA fans during the playoffs

Playoff season is in full swing and it’s the perfect opportunity for brands to capitalize on the increased excitement around basketball. With NBA viewership on the rise, and NBA social numbers outpacing that of other professional leagues, as Spring turns to Summer, basketball fans are looking to get their hands on as much content as they can about their favorite players and teams.

Over the course of the NBA season, Delmondo has monitored branded content across all NBA team and league properties as well as those for some of the marquee media partners that we work with. Included in this analysis was over 50 million branded video views and over 19 million branded engagements with basketball fans on social media on league and team-published content alone.

In this post, we’ll take a detailed look at a few examples of content that did an exceptional job of driving engagement and brand awareness with the target audience during the playoffs in particular. We’ll also showcase how these brands can utilize Delmondo’s analytics platform to better understand how their content performed in order to better educate future content creation decisions and advertising spend. Read more

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