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High Impact User-Gen Product Review Videos Are Now Easier To Identify

High Impact User-Gen Product Review Videos Are Now Easier To Identify Using MSW?ARS and EXPO Video Measurement Systems

LAKE SUCCESS, N.Y., Feb. 18, 2014 /PRNewswire-iReach/ -- MSW●ARS, a leader in measuring the digital world, and EXPO Communications, Inc. (EXPO), the consumer video platform used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices, today announced a partnership to provide global advertisers with an evaluation system designed to identify quality, marketable user-generated video content that helps drive sales.


User-generated product videos have emerged as a powerful advertising format, rivaling even television ads in motivating consumers to make purchases. But there is a wide variation in the underlying quality of user generated videos. This has made it difficult for marketers to isolate the best videos for integration into their campaigns. By utilizing both companies to score and test UGC videos for persuasiveness and quality, marketers are better able to identify quality content that will resonate amongst audience members.

Together the two companies have unified their content scoring methodologies to provide brands with a comprehensive view on how a specific video may impact brand recall, persuasion and sales.  At the heart of the system are two measurement methods integrated into the EXPO Social Video Platform.

MSW●ARS brings to the forefront their expertise in copy testing, helping some of the world's largest brands assess ad creative and digital content to potential sales impact through looking at elements of persuasion.  The MSW●ARS Zipline™ score combines elements of brand prominence and the presence of emotional, rational, and strategic approaches into an aggregate score of the potential for video to be recalled and to persuade.  This is based on MSW●ARS historic experience of over 114,000 creative assessments.

The second is through the new EXPO content scoring system, The EXPOsure Score.  This scoring system evaluates every consumer video uploaded to the platform on behalf of a brand across technical merits, social performance and the presences of benefit messaging to help identify the most impactful, quality video content to be used across various digital touch points.  This is based on EXPO's historic experience generating, publishing and optimizing  over 300,000 product videos.

Frank Findley, Vice President Research & Development at MSW●ARS added "In today's world of changing trends speed is the driving concern.  With this new capability finding compelling consumer videos is literally as quick as a few mouse clicks."

"Brands don't have to look far to find a consumer video about their product, but finding one that is worthy of being used in a marketing campaign is more of a challenge.  The EXPOsure Scoring System takes away all the fear and guess work typically associated with user-gen by identifying content that is on equity, helpful and high quality," says Jessica Thorpe, VP of Marketing, EXPO.  "The partnership with MSW●ARS further validates the potential sales impact, providing unprecedented predictability for our brand clients."

The most effective user generated videos are those that provide both (1) a desirable, engaging viewing experience and (2) branding which is memorable and persuasive. This integration of both scoring systems should empower brands to confidently and quickly publish user-generated content across multiple channels that are proven to meet high quality standards and optimize consumer viewership and leverage purchasing behavior.

About MSW●ARS Research, Inc.

MSW●ARS offers a product suite that evaluates, quantifies and optimizes the impact of advertising messages and campaigns comprised of any combination of touch points, including television, print, radio, outdoor and digital.  MSW●ARS helps marketers build brands by providing world class research solutions in the following areas: brand strategy, all stages of creative development from early concept to fully finished ads, campaign evaluation across all marketing and media channels, advertising and brand equity tracking, media planning and strategy, return-on-investment and forecasting.  The company provides solutions and consulting to marketers across traditional and digital marketing including: media mix optimization, media budget allocation, media and message connection, channel selection, digital media and emerging platforms.

MSW●ARS techniques are the world's most widely documented and independently validated predictive measures of the effectiveness of advertising creative and have been equated with higher sales and market share through third-party validation.

MSW●ARS has a roster of marquee clients representing virtually every product category, including: Consumer Packaged Goods, Retail, Financial Services, Telecommunications, Technology, Automotive, and Pharmaceutical industries.

More information about MSW●ARS Research is available at

About EXPO

The EXPO platform is used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices. Through EXPO, brands activate their communities to share, via video, unbiased product reviews, how-tos, demonstrations, and other experiences that align with a brand's content marketing strategy. These persuasive videos harness word of mouth to drive engagement and conversion across owned, earned and paid media while supporting campaign messages, communicating product benefits, and capturing video SEO.

More information about EXPO is available at

Media Contact: Art Klein, MSW-ARS Research, 516-394-6000, [email protected]

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