Mindshare India partners with Vidooly to create analytics tool 'Kyve'

The new tool will be a part of the Content+ division of Mindshare.

Mindshare, a global media agency and part of GroupM has partnered with the video analytics start-up Vidooly to co-create and launch 'Kyve' in India. The tool will be a platform for brands and advertisers to track online video viewership, and will be a part of the core Mindshare planning framework in India.

Kyve will be a part of Content+, a division of Mindshare spearheaded by Devendra Deshpande.

"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," says Prasanth Kumar, CEO, Mindshare South Asia.

He further adds, "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 incorporated into 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, says, "We are thrilled to partner with Mindshare, one of 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 per cent 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 among the millennials.