Unlocking the Secrets of Content Visibility: An Exclusive Interview with Lucas Bertrand, CEO of Looper Insights
In an era where content is king, the ability to measure and optimize visibility has never been more crucial. We caught up with Lucas Bertrand, the CEO of Looper Insights, a pioneering U.K.-based company that leverages data analytics to revolutionize how film and TV content is showcased across digital platforms. In this exclusive interview, Bertrand reveals how Looper Insights equips media companies with indispensable tools to make informed marketing decisions.
What Does Looper Insights Offer?
David Kertai: Lucas, can you explain what sets Looper Insights apart in the media analytics landscape?
Lucas Bertrand: At its core, Looper Insights is a comprehensive software platform designed to illuminate how media content—be it TV shows, movies, or apps—displays on connected TV devices. Our technology spans more than 250 types of devices across 25 countries and monitors 600 online video stores in 120 countries.
Our clients range from studios to streaming services, broadcasters, and content owners, all utilizing our platform to gauge their titles’ positioning, promotion, and discoverability. By diving deep into user interactions, we enable organizations to assess performance, measure the effects of promotional campaigns, and fine-tune both advertising and editorial strategies. This invaluable insight empowers our clients to enhance viewer engagement and refine marketing investments.
The Media Placement Value (MPV) Metric: A Game Changer
Kertai: Can you elaborate on the Media Placement Value (MPV) metric and its significance?
Bertrand: Absolutely! In today’s digital marketplace, standing out is indispensable. The Media Placement Value (MPV) was born out of necessity—there simply wasn’t a reliable standard to measure the worth of on-screen placements.
MPV assigns a score that reflects where and how prominently content is positioned within the user interface. Essentially, it gauges the likelihood of drawing a viewer’s attention. We further refined this concept by introducing $MPV and pMPV, which assign monetary values to placements and forecast impressions based on ad pricing data. With these metrics, clients can evaluate content visibility in a manner comparable to traditional media inventory, creating a standardized approach across platforms.
Merging Data for Enhanced Insights
Kertai: How does Looper Insights integrate data from various sources for performance optimization?
Bertrand: Our team has engineered a robust system of custom hardware and software capable of collecting data directly from connected TV devices—including smart TVs, set-top boxes, and gaming consoles.
We analyze on-screen content visibility much like a human would, meticulously recording how and where content appears across platforms like Roku, Fire TV, and Apple TV. By combining this with external data—such as advertising rates, device market share, and performance benchmarks—we transmute what’s displayed into structured, actionable data. This holistic view equips our clients with the insights needed to correlate visibility with outcomes such as viewer engagement and revenue, taking into account key metrics like CPM and ROI.
Driving Content Discovery and Engagement
Kertai: How does Looper Insights assist studios and broadcasters in leveraging data for content discovery?
Bertrand: We provide insight into an aspect that was previously invisible—how exactly content is surfaced across various digital storefronts. In today’s fiercely competitive streaming landscape, visibility is paramount to performance. Our data empowers clients to assess campaign impacts, compare their performance against competitors, and identify high-value opportunities that drive engagement and conversion.
For instance, our recent collaboration with AMC Networks allowed them to strategically forecast performance for major releases like The Walking Dead: Daryl Dixon. This helped them align strategies across partners and optimize investments toward placements that yielded the greatest impact.
Overcoming Challenges and Future Aspirations
Kertai: What challenges has Looper Insights faced, and what’s your vision for the future in the entertainment sphere?
Bertrand: One of our most significant challenges has been developing a scalable system that can navigate the ever-evolving digital ecosystem. Each connected TV platform varies—differing by device, region, interface layout, and update frequency.
As new storefronts and release strategies arise, flexibility in our architecture is essential for maintaining accuracy. Our ongoing commitment to testing and refinement ensures that we deliver consistent, trustworthy insights across platforms.
Looking ahead, Looper Insights aims to become the standard for measuring digital storefront performance, with our core metrics evolving into industry benchmarks. As content shifts further toward connected TV, and as algorithms dominate, the ability to assess and monetize content placement becomes critical. Our goal is to solidify our role as the go-to platform—linking visibility to ROI—not just for global streamers, but also for local broadcasters, studios, and platforms alike. We’re excited to witness how our metrics will continue shaping release strategies and influencing marketing creativity.
In a rapidly changing digital landscape, companies like Looper Insights are at the forefront of how content visibility is measured and optimized. As Lucas Bertrand underscores, understanding visibility is a game-changer—one that can ultimately distinguish successful content from the rest. Embracing these insights can empower media organizations to not just survive, but thrive in a competitive arena. Want to stay ahead? Embrace the data revolution today!
