CMS 2026 — Rethinking the Marketing Scorecard for the Video Era | Gon Lee

Rethinking the Marketing Scorecard for the Video Era

Session Overview

Brand messages and consumer conversations have already moved into video, yet social performance is still often measured by counting keywords in text.

The problem is that much of what consumers actually say no longer appears in captions. In global short-form content around PDRN, one of the hottest skincare ingredients last September, 45% of mentions appeared only in the audio or visuals inside the video — not in the caption.

Measuring only text means marketers may be missing nearly half of the conversation. Just as performance advertising evolved through increasingly sophisticated attribution systems, social marketing now needs a measurement framework built for the video era.

This session uses real data to show how different measurement methods can lead to completely different conclusions. It explores what a new social performance scorecard should look like, how video and social data can become a tool for consumer trend sensing, and what marketers should prepare for as discovery-led shopping and social commerce continue to grow.

Key Topics

  • How different measurement methods change the conclusion: keyword matching vs. AI and mentions beyond the caption
  • Building a new brand-performance scorecard designed for the video era
  • Using social data as a real-time trend-sensing tool for consumer culture
  • What comes after GEO: discovery-led shopping and the growing role of social commerce

Social performance in the video era cannot be measured by caption keywords alone.

To understand what consumers are actually saying, marketers need to read the audio and visuals inside video as well. When the measurement standard changes, the brand diagnosis — and the marketing decision — can change with it.

Speaker

Gon Lee
Gon Lee
Head of Korea Business
Syncly
Gon Lee leads the Korea business for Syncly, a Silicon Valley-born AI social listening company.

He leads Syncly Social, a decision-making solution built around video and social data.

He has worked on social-data projects with major companies including Samsung Electronics, LG Electronics and CJ CheilJedang , as well as K-beauty brands such as Anua and Beauty of Joseon.

His work focuses on turning consumer reactions in the short-form video era into actionable marketing decisions — helping brands move beyond surface-level metrics toward a deeper understanding of what audiences are actually saying and doing.