H1Z1 Pro eSports league debuts in Vegas on Facebook Live with Delmondo as official measurement partner

H1Z1 kicks off era of battle royale esports events with Las Vegas tournament

The H1Z1 Pro League will see its first professional battle royale esports league tournament starting on April 21 at a new venue in Las Vegas. Facebook will be the exclusive digital broadcast partner and Delmondo is the official live measurement partner for real-time live analytics, engagement and brand exposure.

The event will be staged by Caesars Entertainment, league operator Twin Galaxies, and game publisher Daybreak Game Company. 15 teams will square off in a unique production stage that will be circular, with fans able to see a full set of teams on the floor at any given time.

Be sure to tune in only on Facebook on Saturday!
https://www.facebook.com/H1Z1ProLeague

 

Sports Business Radio Interviews Delmondo CEO Nick Cicero

Nick Cicero (@NickCicero), Founder & CEO of Delmondo (@Delmondo) joins Sports Business Radio to discuss how his company is assisting clients like NASCAR & the Miami Dolphins with providing analytics around their social media and ultimately helping their clients monetize their social content and develop content for a targeted audience.

Delmondo’s social video analytics measures the performance and engagement of videos on multiple social media platforms, including Facebook, Facebook Live, Twitter, Instagram and YouTube. Cicero also discusses the recent deals between MLB and Facebook and MLS and Twitter that will see games aired live on those platforms.

Brian Berger and Executive Producer Bryan Griggs also discuss the NCAA’s Tournament’s Selection Show on TBS.

A Brand Safety Analysis of Top YouTube Influencer Channels

Last month, Unilever CMO Keith Weed addressed the IAB Annual leadership conference and urged brands to work with digital platforms to ensure messaging happens in a “brand-suitable” environment. 

And with 2017 was the first time that digital ad spending collectively surpassed TV, according to Recode, brands need innovative solutions to surface safe spaces to align their messaging in a changing digital video ecosystem.

Here’s just a quick summary of brand safety concerns from marketers in recent months:

November 2017 – A Teads survey of 104 CMOs and Senior Executives at US brands found that more than three quarters (78%) of marketing heads say they have become more concerned about brand safety in the last 12 months 

December 2017 – A survey of 30 brand marketers by Digiday+ showed that brands place more responsibility on themselves than on agencies, vendors or publishers, when it comes to maintaining brand safety.  

January 2018 – Logan Paul posts video the now-infamous “Suicide Forest” on YouTube, sparking outrage from pretty much everyone, consumers, viewers, advertisers, you name it.

February 2018 – Logan Paul is suspended and later removed from YouTube’s monetization program. YouTube issues new monetization rules and guidelines for channels who create content that would be deemed brand unsafe.

Despite these calls from the industry, YouTube’s top accounts still are littered with unsafe or unsavory content. Marketers are trading scale for safety, and it’s time to put technology to use to meet the needs to a changing video advertising ecosystem.

Thanks to innovations in computer vision and AI, detection of content and themes inside of videos possible to scale in a way never before.

Delmondo used Uru’s Brand Safety API to automatically look inside the video and audio of recent uploads on some of YouTube’s top influencer channels in a new in-depth report, which you can request to download here.

Methodology

We analyzed the 25 most recent videos from the 17 top influencers on Youtube, using SocialBlade’s ranking of global YouTube channels by subscribers and disregarding those that belong to mainstream music artists.

Uru uses a combination of computer vision, natural language processing, and other artificial intelligence to generate its proprietary video brand safety scores.

Specifically, they use these tools to scour the video’s audio and visual data, looking for a long list of brand safety red flags. Each of these red flags is assigned a particular weight based on our in-depth field research with brands, learning the types of content they wish to avoid sponsoring and/or being associated with:

  • Unsafe objects and themes such as weapons, drugs, terrorism, and celebrity scandals;
  • Unsafe language such as profanities, misogyny, and hate speech;
  • Paid or sponsored content;
  • Negative sentiment;
  • Not safe for work material (nudity and extreme violence).

Every inputted video starts with a brand safety score of 1, meaning that it is totally safe video. But for each occurrence of a red flag that Uru finds, that video is penalized based on the weight assigned to that red flag. The lowest brand safety score possible is 0, meaning that it is a completely unsafe video.

Here are some of our findings

1. Surprisingly, despite 2017’s numerous brand safety scandals, YouTube’s most popular influencer channels still contain a lot of content that would be deemed brand-unsafe. Based on our analysis of the 25 most recently uploaded videos on each channel, content on these channels is still more likely to be brand-safe than brand-unsafe, but only by a small margin.

2. YouTubers use a lot of bad language. More specifically, YouTube’s most popular channels still contain unsafe language (such as profanities, misogyny, and hate speech), negative sentiment, and unsafe objects and themes (such as firearms and graphic violence).

Of the videos we examined,

  • 67% contained unsafe language
  • 61% contained negative sentiment
  • 16% referenced or showed firearms

Even more, a surprising amount (higher than 15% on one popular channel) contained graphic violence (usually from gory video game footage).

3. Engagement thrives in brand-safe environments. The audience clearly cares about brand safety and it’s reflected clearly in the data. While you might think that divide speech, or unsafe themes might be more provocative in sparking conversation, it’s clear here that the YouTube audience doesn’t respond well to this and those creators ultimately received fewer views and engagement.

Of the videos we examined:

Videos from creators with Brand Safety Scores greater than .7 generated:

  • 38% higher average views per video
  • 73% higher average engagements per video

Videos from creators with Brand Safety Scores less than .7

  • 26% fewer average views per video
  • 51% fewer average engagements per video

You can see that creators who are known for more unsafe content or language in their videos tend to have overall less engagement than those creators who are known for more content thought of as “safe.”

4. Computer vision, machine learning and artificial intelligence working together with one another will be an important tool for scalable detection of brand safety in YouTube videos in near real-time in order to help advertisers monitor the influencers they sponsor and also help them decide which content on the platform is safe for them to target with marketing and ads.

Brand Safety is not just important for brand reputation and awareness, it’s crucial because all brands are becoming direct-to-consumer brands, using first-party data to fuel the feedback loops coming in that impact all facets of business.

Without a trusted relationships with consumers, they won’t be as willing to part with that data. So both sellers and buyers needs to work in concert to maintain this balance.

To learn more about Delmondo and Uru’s partnership around brand safety tools, contact us here.

New Feature: Automated Content Tag Rules

Today we’re very excited to launch our Automated Content Tag Rules in Beta to select Enterprise customers.

Users can now create automated rules across all the accounts in their agency, and create automated campaign or tag reports from these Content Tags, providing a fully automated solution for tagging and reporting in Delmondo.

What are Content Tag Rules?

Content Tag Rules enable users to automate tagging of their videos and social media posts based on a number of different conditions and criteria.

Users can set up rules ahead of time to tag posts based on various keywords, hashtags or other strings of characters in their social media posts and videos.

Tag rules search post copy, branded content tags, video titles and more on Facebook, Instagram, Twitter, YouTube (also description for YouTube) and apply a tag if the post matches the rule. Tags automatically update daily.

Delmondo’s tagging system uses elements of boolean logic to search through all the content in your agency and apply a tag by using AND/OR.

Here are some examples of common boolean search strings:

  • lebron AND Sprite (Branded Content Tag)
  • march madness OR #marchmadness
  • VMAs or Video music awards or #vmas2017
  • TRL or #TRL or @TRL

You can also chain AND/OR/NOT Operators together to create more diverse queries:

  • (NBA OR NFL OR MLB) AND (fashion or style)
  • (march madness OR #marchmadness) AND (presented by OR sponsored by OR #sponsored)
  • Politics NOT Trump

For more information about adding Automated Content Tag Rules to your license, reply to this email or nick@delmondo.com

Delmondo receives first place in the Digital Entertainment World 2018 Startup Pitch competition  

This week Delmondo competed against other startups and was named the winner of the 2018 Digital Entertainment World Startup Competition!

With the growth of new, younger viewing audiences, the decline of TV advertising dollars, and the transformation of all media industries due to social and digital video, the industry requires a new type of measurement solution.

Current platforms like Nielsen and Comscore and have been slow to innovate in the audience measurement space around the massive shift in audience to digital, especially in mobile and OTT/connected TV.

At DEW, we shared our cross-platform, cross-screen video and audience analytics, combining and segmenting data from social media and 1st-party video players like JWPlayer and Brightcove.

Thanks to DEW for having us, and congrats to all the startups named as finalists!

Top Facebook Live Streams: The State of the Union

Last night we shared a snapshot of the largest Facebook Live Streams from yesterday’s State of the Union address.

Donald Trump’s Facebook Page was the most-viewed, with ABC News leading media organizations.

The average of all streams was 192,520 3-second views. (View counts were calculated as soon as the President stopped speaking and stepped down) 

Anything surprise you?

Here are six ways publishers can evolve a social distribution strategy with Facebook’s new algorithm change

Last week Mark Zuckerberg announced a change to the Facebook Newsfeed Algorithm that has been sparking a frenzy of discussion.

In his post, and their subsequent blog post, they described the update:

Today we use signals like how many people react to, comment on or share posts to determine how high they appear in News Feed.

With this update, we will also prioritize posts that spark conversations and meaningful interactions between people…These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion.

While many brands and publishers definitely have expressed frustration, it’s important to note a few key things:

  1. These changes are happening to Newsfeed content only, do not impact ads, and do not impact the multiple other ways that content can be consumed and discovered on Facebook, including sponsored content, Page notifications, the Watch Tab for Video Discovery, and more.
  2. This is not the first time Facebook has throttled reach for non-friend content in the newsfeed, in 2014 Ogilvy’s well-publicized study showed organic reach for brands had dropped considerably.

So what can you do to improve your strategy with all these platform changes from Facebook? Here are just a few of our suggestions: Read more

In OTT video advertising: automation, audience attracts digital buyers

In hearing the discussions from today’s NBCU State of the Industry Forum recently it’s pretty clear that “Legacy TV” needs to be dead as a term, and be replaced with Premium vs. Non-Premium (UGC aka the bad stuff) Video and Feed vs. Intent-driven video.

There are only three buckets of premium and non-premium video now:

1. Facebook, Instagram, Twitter = Channel Surfing

2. Youtube, Facebook Watch, Netflix, Amazon, OTT/Web = VOD

3. Linear Television, Live OTT = Live Video

Because the “Duopoly” thrives off both Premium and Non-Premium Digital Video to maximize margins, it mixes the two, leaving advertisers to buy against a blended inventory. This has led to where we are today: advertisers are buying against blended digital video options on Google and FB for reach, then buying Premium-only video from traditional media providers causing confusion about the true value of Premium vs. Non-Premium.

Since it is highly unlikely that the platforms will totally change this blended model, the best opportunity is for the Premium Video rights holders to direct sell against “attention time” and audience profiles across all screens.

For most of Delmondo’s top cross-platform video analytics customers, our ability to measure of average watch time per platform is the #1 metric their entire organization uses. We’ve created a great system to generate blended KPIs based on Average Minute Audience (AMA), social viewership or engagement that can be mapped to the viewer data consuming that content via authentication.

I spoke to eMarketer’s Lauren Fisher along with executives from AppNexus, JW Player and more for their latest report: Programmatic Connected TV and OTT Video Advertising: Automation, audience attracts digital buyers on why looking at attention time and audiences is so important.

Integration of all viewing pieces (social, OTT and linear) will be necessary to map viewing audiences in the connected TV and OTT universe over the next few years and to bring greater scale to the space.

“Now that everybody is building their own OTT experience or partnering with other platforms to build an OTT experience, we’re getting closer to that ability to share the data and give it the full picture,” said Nick Cicero, founder and CEO of social video analytics firm Delmondo. “In the next five years, we’ll see exponentially large sample sizes for the data and viewership that’s happening on connected devices and TV.”

Several organizations and coalitions are hard at work addressing these fragmentation issues. For instance, the Interactive Advertising Bureau’s OTT Identifier for Advertising aims to develop a universal standard for an identifier that could be used across all devices, a development that AppNexus’ Eric Hoffert anticipates could take three to five years. “The goal is to have a single syntax and format that can allow for a consistent, persistent device ID,” he said. “It’s effectively a cookie for connected TV, and it would be something that could be resettable for users who don’t want to be tracked, just like you can do with mobile identifiers.”

Read more

Delmondo and Uru Announce Partnership Bringing AI-powered Brand Safety, Brand Recognition Tools to Social and Digital Video Analytics, Branded Content and Sponsorships

Delmondo, a leading social video analytics and sponsorship reporting software and Uru, an AI and computer vision company that generates brand insights for digital video, today announced that Delmondo will integrate Uru’s Brand Recognition and Brand Safety Artificial Intelligence technologies into its platform. The partnership will bring first-to market capabilities to monitor brand safety and prove the value of sponsorships and branded integrations present in social video, OTT and all other digital video formats.

Delmondo’s platform provides branded content sellers and marketers with advanced real-time social and live video analytics, and monetization metrics to value content.

With the integration of Uru’s Artificial Intelligence software, Delmondo customers will now have the capability to instantly identify:

  • What brand logos and names are shown inside a digital video or piece of social media
  • The size and quality of that exposure
  • Audiences exposed to branded content
  • Estimated media value for that placement
  • Objects or Videos present within the video

In addition, Delmondo will be able to inform users about the relative brand safety of those videos thanks to Uru’s first-to-market Brand Safety solution, which holistically scans a video in search of brand safety red flags such as profanities, negative sentiment, weapons and more.

Read about the announcement in MarTech Today. Read more

What We Learned About Instagram Story Performance By Analyzing Over 800 Accounts

Given Instagram stories’ quick adoption by more than 250 million daily users, recent Facebook ad integration and hints that an option to share stories directly to Facebook is on the horizon, it’s no wonder that brands and influencers are actively exploring the format. Since launching Delmondo’s Instagram story analytics offering in August, we’ve monitored more than 800 active Instagram accounts to identify early usage trends and best practices. Here’s what we’ve found so far.

User Consumption is High and Brands Are (Tentatively) Making Grabs for Their Attention

There’s no doubt that brands and influencers alike are aware of the opportunity stories provide to grab increased reach and engagement, but we noticed a lower adoption rate than the 50% of businesses Instagram reported had posted a story in the last 30 days back in August. Of our sample of over 800 active Instagram accounts, only 16% had posted a story within the last 30 days.

Influencers Are Right At Home

Our key performance metric of interest during this analysis was Completion Rate, the total percentage of people who watched a story from start to finish. We found this metric to be of particular value since it helps level the playing field for accounts across all verticals and with wide ranges of followings. Given that high post performance is part of the criteria needed to be labled an influencer on any platform, it’s no surprise that the Influencer vertical lead all others in story completion rate.

Influencers were followed by Entertainment and Sports verticals, both driving an average completion rate of 67%. Brands looking to test the waters of Instagram stories, might leverage this data to consider partnering with an influencer for either a brand integration or an account takeover play, given the success of their content.Keep Your Storyboard Tight
You know that sinking feeling you get when you scroll into a 30-post story from a friend who got way too excited at The Met? Don’t feel bad. Most people feel the same way about over-indulgent stories. We noticed a direct correlation between completion rate and story length, with a steady downward trend that synced with an increase in the number of posts per story. One interesting break from this trend was a slight uptick in completion rates for stories with more than 60 posts.

Our sample size of stories with more than 60 posts was quite small, but with brands like Chipotle testing this flipbook-esque creative execution, this is definitely a format we’ll be monitoring for more insights in the coming weeks.

Leverage Early Afternoon and Late Evening Key Posting Times

Recommended posting times are always of great interest, but also always need the caveat that great content always has an advantage over bad content posted at the optimal day and time. That said, out of the posts that drew a completion rate of more than 70%, we did see a much higher index of posts during two key times: early afternoon and late evening.

 

Looking for a software solution to measure Instagram Photos, Videos and Stories with API-level data like reach, impressions and more?

Delmondo is an official Facebook partner, and was one of the first analytics companies with access to authenticated Instagram data. Automatically measure your Instagram content and create brilliant reports combining all social content on any channel, viewable from any browser. Stop all the screenshots!

 

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