Tubular Consumer Insights Expansion Connects Behaviors From Video Views To Shopping, Web And Search
Tubular Labs has been shedding light on what audiences are watching across social video for some time, and that expertise has recently extended into further insights around consumer behavior.
The company’s Consumer Insights product was launched in Q1 2022, showcasing crucial insights around what audiences shop for on Amazon after viewing specific social video creators or genres.
It’s an essential “so what?” of social video content and sponsorship that helps brands find their most likely shoppers, theoretically optimizing spend on platforms like YouTube, Facebook, Twitter, TikTok and others. Tubular added Walmart capabilities as well not too long ago, and is now able to map viewing with the world’s two largest retailers.
On Thursday, Tubular announced that it’s growing Consumer Insights even further, to include both web domain and search activities. The result means ad buyers, creators and other content owners get a full-funnel look at the customer journey from their initial viewing of messaging all the way through to purchase (or at the very least, where consumers went instead of purchasing).
Among the examples Tubular shared is an overlap of ESPN.com and Skysports.com audiences. Using these new capabilities, it found that 11.2% of Sky Sports social video audiences visit ESPN.com. With that information, ESPN can theoretically sell more advertising against a non-U.S. audience (since that’s Sky’s focus). Additionally, it might also inform ESPN that its audience has a greater interest in non-U.S. — or at least, U.K. — sports content than it may have assumed. From a content perspective, ESPN could then do more to highlight international soccer or cricket on its homepage and through its social video pages.
Among the major insights Tubular says this update will deliver for customers:
What percent of your social video audience visits your O&O website? How does this ratio compare to industry benchmarks?
Which influencers reach an audience that is likely to search for your brand or visit your brand's website? Are you working with these influencers already?
Is your digital advertising convincing people to take action? How do you move people down the funnel?
Where should you advertise to reach people that are interested in your products? Are there less expensive ways to reach this target group?
In light of early 2022 research (from Accenture) that suggests social commerce is poised to grow three times as fast as traditional ecommerce, Tubular’s expanded capabilities would seem to arrive at the right time. And with budgets potentially tightening for brands and agencies, having a clear map of how to optimize ad targeting efforts and spend would be particularly useful.
Tubular’s expanded Consumer Insights are planned for rollout by the end of Q3 — coinciding with both holiday planning and early shopping.
Tubular also notes that these new capabilities also expand who Consumer Insights can be valuable for. While the ecommerce focus elements had its attention largely on brands that sold on Amazon and Walmart, web and search features open things up to any brand looking to drive customer traffic with social video content or advertising.
