Measuring Online Video
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This document discusses how to measure the success of online video content. It recommends determining business goals and key performance indicators and selecting appropriate analytics tools. Some goals discussed are engagement, advertising, conversion, and virality. Tools mentioned include YouTube Analytics, Google Analytics, and specialized video analytics platforms. The document provides guidance on integrating analytics code into video players and measuring metrics like completion rates and referrals. It also covers measuring video performance on different sites and platforms and analyzing viral sharing.
Measuring Online Video
- 1. Measuring Online Video © Copyright 2008 Sapient Corporation 1
- 2. Basics for Measuring Success Measure on Goals Select Tools Determine your Business Goals Engagement? Viral? Advertising? Select appropriate Metrics and KPI Convert? Set Benchmarks ? Own Player? Upload? Follow measurable Goals Both? Look for insights to start How many dashboards? optimisation © Copyright 2008 Sapient Corporation 2
- 3. Video Analytics Tubemogul ViralTracker Visible Measures Stream Sense by Nedstat Omniture Sitecatalyst with Video Google Analytics Flash Webtrends YouTube Analytics Divinity Metrics Streametrics Ooyala analytics © Copyright 2007 Sapient Corporation 3
- 4. Why do Sites use Video? Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals Visit Duration Media / Publisher Send user to site Branding & Growth Stickier Content Pre- and Postroll Grow Online Reach Brand Content to Longer Visits Video Ad Sales new initial users Clear Conversion Send to other content Targeted Ads to Video Goals Engage outside of areas Content own site reach Clickthrus? © Copyright 2007 Sapient Corporation 4
- 5. As simple as it is - For any of these Goals Editors and Video Creators want users to complete the onsite video - By integration of Code into their Player / use of their inhouse Web Analytics solution © Copyright 2007 Sapient Corporation 5
- 6. As simple as it is - For any of these Goals Editors and Video Creators want users to complete the onsite video - By integration of Code into their Player / use of specialised analytics solutions © Copyright 2007 Sapient Corporation 6
- 7. Same if the video is uploaded to YouTube Use YouTube Insights For engagement and Geolocation measurement of YouTube Videos © Copyright 2007 Sapient Corporation 7
- 8. Tools to measure completion and other Video Metrics Nedstat 9 Essential Online Video Metrics Webtrends Online video started Online video Pre-roll advertisement started Omniture Online video core content started Google Analytics Online video Post-roll advertisement started YouTube Insights Online video positive consumption action Online video negative consumption action A more expensive tool if you move into other Online video ended areas / goals Online video played, percentage of total Online video played, seconds © Copyright 2007 Sapient Corporation 8
- 9. Ads and Monetarisation Goals Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals Visit Duration Media / Publisher Send user to site Branding & Growth Stickier Content Pre- and Postroll Grow Online Reach Brand Content to Longer Visits Video Ad Sales new initial users Clear Conversion Send to other content Targeted Ads to Video Goals Engage outside of areas Content own site reach Clickthrus? © Copyright 2007 Sapient Corporation 9
- 10. Ads and Monetarisation © Copyright 2007 Sapient Corporation 10
- 11. ...the Tool landscape gets more sophisticated Count video views and completion on external site Decide on Pre- or Postroll, other Ad products Consider Completion and Engagement Rate Follow up user clickthrough and engagement on your Web Analytics tool Use Referrals Best: use campaign parameter setup and campaign type video to segemt © Copyright 2007 Sapient Corporation 11
- 12. Onsite Referall and Conversion Goals Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals Visit Duration Media / Publisher Send user to site Branding & Growth Stickier Content Pre- and Postroll Grow Online Reach Brand Content to Longer Visits Video Ad Sales new initial users Clear Conversion Send to other content Targeted Ads to Video Goals Engage outside of areas Content own site reach Clickthrus? © Copyright 2007 Sapient Corporation 12
- 13. Convert Visitors to Onsite Goals with Video Videos can have conversion / referall goals Additionally to engagement goals Compare initial attention KPI and other metrics to conversion goal Compare Target Groups by Geolocation Look for best videos for engaged segments © Copyright 2007 Sapient Corporation 13
- 14. Still measure Engagement as Entry Page © Copyright 2007 Sapient Corporation 14
- 15. Viral Video Goals Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals Visit Duration Media / Publisher Send user to site Branding & Growth Stickier Content Pre- and Postroll Grow Online Reach Brand Content to Longer Visits Video Ad Sales new initial users Clear Conversion Send to other content Targeted Ads to Video Goals Engage outside of areas Content own site reach Clickthrus? © Copyright 2007 Sapient Corporation 15
- 16. Videos get uploaded to several sites ...reach and virality need to be compared © Copyright 2007 Sapient Corporation 16
- 17. Viral Analytics I Tubemogul Visible Measures Stream Sense by Nedstat Omniture Sitecatalyst with Video Google Analytics Flash Webtrends ViralTracker YouTube Analytics Aweli Divinity Metrics Streametrics Ooyala analytics © Copyright 2007 Sapient Corporation 17
- 18. Viral Video Tracking // Process Considerations Process Considerations Build a Viral Media Plan Analytical Process • Determine Seeding Strategy • Define actual “doing” of analytics and how to generate the most tangible outputs • Determine initial placement of Seeding internal and external • Define Reporting Groups, KPI and Dashboard Layout and distribution • Define viral and social goals in the four major areas (Consumation, Sharing, Speed, • Accountability, not Monitoring Reach) • Fundamental goal: Deliver “value” back to • Build comparable KPI to measure on goals the internal groups (marketing, design, management, etc.) - Define Value • Define campaign / seeding duration and Proposition, Goal and Group before timing of id campaign optimisation • Researching and integrating new ideas • Assign internal ownership and measures • Determine and Track Return on investment • Track reactions, changes and results on Reportings © Copyright 2007 Sapient Corporation 18
- 19. Video Content Content Pool YouTube, etc. Video Engagement Video Virality User Onsite.com Video Engagement Web Social Cloud Analytics Editorial Staff Social Virality Video Engagement Analytics tools and services Analytics tools and services © Copyright 2007 Sapient Corporation 19
- 20. Measure Viral Effects on Placement and Growth © Copyright 2007 Sapient Corporation 20
- 21. Viral Analytics II Tubemogul Visible Measures Stream Sense by Nedstat Omniture Sitecatalyst with Video Google Analytics Flash Webtrends ViralTracker YouTube Analytics Aweli Divinity Metrics Streametrics Ooyala analytics © Copyright 2007 Sapient Corporation 21
- 22. Move from Viral Analytics to a full Social Media Strategy © Copyright 2007 Sapient Corporation 22
- 23. Thank you! Oliver Schiffers // [email protected] Head of Analytics, Continental Europe © Copyright 2007 Sapient Corporation 23