Clients of the new Videolytics Social service will be able to track the performance of online video while also analysing discussions about it in social media and seeing the number of people who have shared, reposted or commented on a video through various social media platforms.

Andrew Latzman, VP of research at Kantar Video, said: “To truly understand the success of social and viral video campaigns and gain a clearer picture of ROI, metrics need to move beyond the number of views, comments and ‘likes’. Our integration with OpenAmplify’s technology will help marketers understand how viewers actually react to their video and the associated impact for brands.”