engage 2013 - best practices in video measurement

Best Practices in Video Measurement

John Clark – Principal Consultant, Webtrends Dashiell Lavine – Director of Mobile/Partner Integrations, Webtrends

Agenda

•  The Video Explosion •  The Good, The Bad and The Ugly •  Video Measurement Strategy •  Key Video Metrics & How We Measure

Video •  Top 5 Take-Aways

THE VIDEO EXPLOSION Best Practices in Video Measurement

Digital Video Viewers Increase

Exponential Digital Video Growth

Source: CISCO - 2012

“Seventy-one percent of mobile traffic will be video by 2016”

Mobile Video Explosion

Marketing Focus On Mobile Video

Smartphones Driving Mobile Video Growth

Source: Nielsen - 2012

Video Is Social

Source: eMarketer - 2012

THE GOOD, THE BAD AND THE UGLY

Best Practices in Video Measurement

The Good: Video Works Expanding Audiences and Building Brands Improving Internal and Corporate Communications Driving Social Engagement Converting Browsers Into Buyers

“Video in emails will drive more clicks. Email click-thru rates

increased by 50% when video was included. Up from 18%

without it.”

The Good: Video Works

“Videos are 53 times more likely than text pages to appear on the first page of search results”

The Good: Video Works

The Bad: No Clear Standards {…}But the relative newness of online video, as well as the absence of any clear measurement standards, will likely present challenges to marketers as these types of campaigns mature. In its “US Video Advertising Report,” a survey of agency executives conducted in April 2012, digital video advertising network Brightroll found that ad agencies had yet to settle on any one metric as the agreed-upon measure of an online video campaign’s success. {…}

Source: http://www.emarketer.com/Articles/Print.aspx?R=1009195

The Bad: No Clear Standards According to agencies, clients’ take on the best way to measure audiences was also spread almost evenly among a number of approaches, illustrating that a standard metric has yet to be established. {…}

Source: http://www.emarketer.com/Articles/Print.aspx?R=1009195

The Ugly: Hundreds Of Players In The Market

VIDEO MEASURMENT STRATEGY

Best Practices in Video Measurement

The Path To Success

#1 Define Business Goals

#2 Map Business Goals to KPIs

#3 Establish KPI Targets

#4 Segment

#5 Take Action

The Path To Success •  Understand Your Business Goals. Different channels and

different sections per channel will often have different business goals (sales, lead gen, awareness, ad revenue, etc…)

•  Map Business Goals to KPIs. Determine what you want your visitors to do after and/or while interacting with your video content.

•  Define Your KPI Targets. You must define your goals for each of your conversion types to understand what is working. Numbers without context are not enough.

•  Segment. Not every video, session, visitor, or action is alike. Use segmentation to understand what types of combinations are driving your desired actions.

•  Take Action. Always use what you learn to drive change.

Define Your Business Goals

•  Common Business Goals: – Product Sales – Brand Awareness – Lead Generation – Ad Revenue – New Customer Acquisition

Map Business Goals To KPIs •  Common KPIs by Goal

– Product Sales •  Orders, Returns, Revenue

– Brand Awareness •  Brand Exposures

–  Lead Generation •  Contact Form Submissions, Whitepaper Downloads

– Ad Revenue •  Ad Mins, Engagement Metrics (Duration, Views, etc…)

– New Customer Acquisition •  Registrations

Define Your KPI Targets •  Example KPI Targets

– Product Sales •  20% YOY Decrease In Product Returns

– Brand Awareness •  100K More Brand Exposures in March

–  Lead Generation •  2X Increase in Average Whitepaper Downloads Per

Visitor Per Year – Ad Revenue

•  10K More Add Minutes Per Month – New Customer Acquisition

•  5K New Registrations in Q1

Segment •  Popular Segmentation Strategies

–  By Geography •  Which videos are working in which locations.

–  By Device •  Which videos are working on which types of devices

–  By Traffic Source/Referrers/Search Phrases/etc… •  How are people finding your videos and how are your acquisition

channels performing –  By Domain/Page/Section

•  Which domains, pages, and/or sections are driving people to view your video content

–  By User Segment (Demographics, Psychographics, etc…) •  What type of users are consuming what types of video content

and for how long

Take Action •  Example Actions

–  Video Removal •  Use measurement to understand what videos should and

shouldn’t be kept active –  Change Video Placement

•  Different placements can increase or decrease engagement –  Adjust Ad Types/Length/Timing

•  Different ad types (linear vs. non-linear), ad lengths (15 secs vs. 30 secs for instance), and timing (pre-roll, mid-roll, and post-roll) will work in different situations

–  Content Modifications •  Content modifications can often result in dramatic changes when

it comes to behavior. If most people are not getting to the point in time in your video that drives your desired actions, think about modifying the content so they do.

KEY VIDEO METRICS & HOW WE MEASURE VIDEO

Best Practices in Video Measurement

Key Data Elements •  Video Name

–  What video did they watch •  Player Name

–  What player did they use •  Media Type

–  What type of media is playing (MP4,MOV,SWF,AVI) •  Content Type

–  What type of content was shown •  Quartile/Time

–  How much did they watch •  Player Interaction

–  Play, Pause, Seek

Video Success Metrics

•  Play Rate – How many plays did the video generate

•  Engagement – How long did the visitor watch the video

•  Plays Over Time –  Is the video getting shared and watched

•  Conversion – Did the visitor exhibit the desired behavior

Data Collection: Video Plugin

•  A plugin is necessary to collect the data from the player

•  Many players have JavaScript API’s that can be used to develop plugins

•  But with no standards it can get trickey – unless the player is HTML5 compliant

Measurement

Demo of HTML5 Video •  http://wttraining.clark-data-center.com/video.html

TOP 5 TAKE AWAYS Best Practices in Video Measurement

1. The Importance Of Video Will Only Continue To Increase. IP Connected

Televisions & Mobile Will Be Key To The Growth Of Video.

2. Start With The Audience. Develop For People & Dollars

Will Follow.

3. Focus On Getting The Right Video Content To The Right People At The

Right Time. Different People Will Have Different Behaviors

4. Make Use Of Interactivity. Video Should Be Designed To

Engage & Provoke Action

5. Strategy Is Key. Most Initiatives Fail Due To A Lack Of Understanding Of

Business Goals.

Rate Session

& Speakers/ Panelists

Thank You

Dash Lavine, Director of Mobile/Partner Integrations John Clark, Principal Consultant

blogs.webtrends.com

@dashlavine

dashiell.lavine@webtrends.com john.clark@webtrends.com