CutCue Launches Online Tool that Measures Effectiveness of Online Videos Across Different Cultures
Sep 23, 2013 (Close-Up Media via COMTEX) --
Singapore startup CutCue has unveiled a new online service for advertising and marketing agencies that determines the likely impact of online videos and images across cultures in a fraction of the time it currently takes.
According to a release, inspired by Professor Geert Hofstede's work on cultural values, CutCue combines analysis software with a huge cross-cultural database and crowd sourced reviews to discover the cultural impact of any image or video.
Every second, over seven thousand online videos are watched by viewers from more than two hundred different cultures. Videos are typically produced to appeal to a publisher's home culture. That strategy is inherently risky because a message that works well in one culture may be frowned upon in another. CutCue highlights the potential risks and makes recommendations to improve the video's impact.
"Because of time and cost pressure, most ads are uploaded to YouTube or Vimeo with no testing to determine what their likely impact will be across different cultures," said Brian Craighead, CutCue's CEO. "A message that works well in one market may confuse or offend in another."
"Marketing agencies around the world are looking for innovative ways to help their clients tackle the explosion in online video," said Craighead. "That's why CutCue will be a game changer."
To use the service, a user simply indicates where the message was created, the culture they want to test against and upload or link to the video or image. CutCue performs an analysis and crowd sourced review, returning an agency-branded report in minutes highlighting the degree of difference between the two cultures. See sample report here.
"With CutCue, we can quickly and easily test ideas and creative concepts in different markets and select the right fit," said Stephanie Chai, CEO of The Luxe Nomad, a luxury international travel site. "It's like having a focus group in every country - without any of the normal costs or delays."
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