NewFronts 2015: BuzzFeed Talks Video & “POUND” – New Technology For Measuring Shares
Publisher Dao Nguyen said BuzzFeed is recruiting advertisers to try out a beta program of POUND.
BuzzFeed kicked-off NewFronts week with everyone from its founder Jonah Peretti and president Greg Coleman to its publisher Dao Nguyen and president of BuzzFeed Motion Pictures Ze Frank taking the stage at B.B. King Blues Club in Times Square.
Peretti outlined a number of site stats, including its billion monthly views and 200 million unique monthly views – four-times the number of unique views it was generating in 2013.
Peretti also said his site reaches more than 50 percent of 18 to 34 year olds in the US each month.
Following Peretti, BuzzFeed publisher Dao Nguyen introduced the company’s new proprietary metrics technology POUND.
An acronym for “Process for Optimizing and Understanding Network Diffusion,” BuzzFeed claims its new technology shows exactly how a post spreads on social, “…from one sharer to another, through all the downstream visits, even across social networks and one-to-one sharing platforms like G-chat and email.”
“POUND makes world of mouth marketing measurable,” said Nguyen who leads data, engineering, product and tech for BuzzFeed. She said POUND has proven that sponsored content is shared and viewed just as often as editorial content,
According to Nguyen, BuzzFeed is in the process of opening up POUND to advertising beta partners.
In addition to discussing POUND, Nguyen said BuzzFeed will be releasing a new custom dashboard for BuzzFeed branded video advertisers later this year.
Next up was the president of BuzzFeed Motion Pictures Ze Frank.
Frank said video is BuzzFeed’s fastest growing business, and that his team of animators and designers are currently producing 60 to 70 videos a week – all original content that is being distributed across Facebook, Instagram, Snapchat and Vine.
According to Frank, 50 percent of BuzzFeed’s video views happen on mobile, and more than 40 percent come from outside of the U.S.
He spotlighted brands like Ford and Luvs Diapers that have seen much success with BuzzFeed’s branded video products.
Frank was joined on stage by Coleman and Hollywood producer Michael Shamberg who joined the company last year to advise on original video content production. The three discussed how BuzzFeed is creating character-driven content through videos like its “Try Guys” series and the upcoming “Brother Orange” documentary.
BuzzFeed wrapped up its presentation with its chief revenue officer Lee Brown further touting the site’s ad results. According to Brown, people who share BuzzFeed content spend 68 percent more time than those who don’t share, and that number rises to 80 percent for branded content.