engage 2013 - best practices in video measurement
TRANSCRIPT
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
