Tubular DealMaker is a premium product that provides sponsored content performance data for videos across YouTube, Facebook, Instagram, and TikTok. Use it to power your prospecting, pitching and campaign reporting to help you monetize your content.
Sponsored video is the world’s fastest growing marketing channel. However, with thousands of competing media companies and influencers, selecting the right partners and brands to build effective campaigns can be challenging.
Tubular detects sponsored content using a word association algorithm that looks for keywords like #ad, sponsored by, and dozens more phrases. Sponsored content is also manually vetted by a team of in-house reviewers for accuracy. We do not provide analytics for every sponsored video, but the aggregated benchmarks are widely used for ad sales, brand partnerships, and influencer marketing.
On This Page:
- Types of Sponsored Content
- Sponsored Content Terminology
- Main Metrics
- Unique Report Types
- Exporting DealMaker Data
Types of Sponsored Content
- Paid Product Integrations: Where a sponsor has paid for its product to be featured in someone else’s content
- Sponsor Patrons: Where a sponsor might not appear in the video itself, but gets some form of credit for funding the creation of the content (E.g. “This video series brought to you by L’Oreal”).
- Declared as Sponsored: Where any Creator claims a video was sponsored in meta information (ex. #ad, #partner, brought to you by)
Sponsored Content Terminology
There are three primary terms in DealMaker (below) and a long list of available filter parameters to access just the data you're looking for.
Sponsors: Media companies or Brands that commission the conceptualization, production, execution and distribution of a video content or video campaign.
Partners: Defined as media companies, influencers or brands that are beneficiaries of overtaking the responsibility of the conceptualization, production, execution and distribution of a video content piece or video campaign.
Campaigns: Refers to a connected series of video content efforts designed to achieve a specific set of marketing results. A sponsored campaign refers to the unique pairings of Sponsors and Partners.
Main Metrics
Custom Estimated Media Value (cEMV) is a custom metric allowing you to calculate the equivalent media value, defined as what it would have cost to purchase the same amount of views and engagements using traditional methods of advertising (e.g. TrueView AdWords or Facebook’s ”boost a video or post”).
Sponsored V3, 7, 30 (Sum, Avg.): Total views a sponsored video received after the first 3, 7, 30 days | Average views a sponsored video receives after the first 3, 7, 30 days
Sponsored ER3, 7, 30 (WA - weighted): The first 30 day [engagements / views] on a sponsored video compared to a platform average baseline weighted by V3, 7, 30.
Engagements: Total native engagements on Facebook or YouTube
Social engagements (Facebook): Sum of all engagements that happened on a non-native platform. Non-native engagements come from Facebook and Twitter. Facebook.: Twitter Tweets
Social engagements (YouTube): Sum of all engagements that happened on a non-native platform. Non-native engagements come from Facebook and Twitter. YouTube: Facebook likes + Facebook comments + Facebook shares + Twitter re-Tweets
Social shares (YouTube only): Engagements that come from sharing links on Facebook (doesn’t work for Facebook videos).
Partner TVRs (30 day): Average of the V30s or ER30s (WA) for all videos that turned 30 days~ old in the last 3 months
Live Video: Count of sponsored videos originally published live
Unique Report Types
Industries
Which verticals are investing in sponsored content? The “Industries” tab is where you can compare 28 categories of brand industries, and how they are each performing and investing in sponsored content.
Genres
Which content verticals are receiving investment? “Genres” allows you to compare 21 categories of publisher genres to see how actively engaged each seems to be in sponsored content.
Countries: Sponsors
Where are sponsorship dollars coming from? “Countries: Sponsors” is the tab where you can pinpoint which geographies are most actively engaged in sponsoring content.
Countries: Partners
Where are sponsorship dollars going? “Countries: Partners” is the tab where you can pinpoint which geographies are most actively engaged in creating sponsored content.
Exporting DealMaker Data
To export your search results, click the Export button. You will then be able to select the type of export you would like to receive.