measuring online video

© Copyright 2008 Sapient Corporation 1

Measuring Online Video


 Determine your Business Goals

 Select appropriate Metrics and KPI

 Set Benchmarks

 Follow measurable Goals

 Look for insights to start optimisation

Select Tools Measure on Goals

?

Basics for Measuring Success

 Engagement? Viral? Advertising?

 Convert?

 Own Player? Upload?

 Both?

 How many dashboards?


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


Why do Sites use Video?

Onsite Engagement Ads and Monetarisation

Visit Duration

Stickier Content

Longer Visits

Send to other content areas

Media / Publisher

Pre- and Postroll Video Ad Sales

Targeted Ads to Video Content

Send user to site

Grow Online Reach

Clear Conversion Goals

Clickthrus?

Viral Video Goals

Branding & Growth

Brand Content to new initial users

Engage outside of own site reach

Onsite Referall


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


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


Same if the video is uploaded to YouTube

Use YouTube Insights For engagement and Geolocation measurement of YouTube Videos


Tools to measure completion and other Video Metrics

•  Nedstat

•  Webtrends

•  Omniture

•  Google Analytics

•  YouTube Insights

•  A more expensive tool

if you move into other

areas / goals

9 Essential Online Video Metrics

•  Online video started

•  Online video Pre-roll advertisement started

•  Online video core content started

•  Online video Post-roll advertisement started

•  Online video positive consumption action

•  Online video negative consumption action

•  Online video ended

•  Online video played, percentage of total

•  Online video played, seconds


Ads and Monetarisation Goals


Visit Duration

Stickier Content

Longer Visits


Media / Publisher



Send user to site

Grow Online Reach


Clickthrus?

Viral Video Goals

Branding & Growth



Onsite Referall


Ads and Monetarisation


...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


Onsite Referall and Conversion Goals


Visit Duration

Stickier Content

Longer Visits


Media / Publisher



Send user to site

Grow Online Reach


Clickthrus?

Viral Video Goals

Branding & Growth



Onsite Referall


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


Still measure Engagement as Entry Page


Viral Video Goals


Visit Duration

Stickier Content

Longer Visits


Media / Publisher



Send user to site

Grow Online Reach


Clickthrus?

Viral Video Goals

Branding & Growth



Onsite Referall


Videos get uploaded to several sites

...reach and virality need to be compared


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


Process Considerations

•  Determine Seeding Strategy

•  Determine initial placement of Seeding internal and external

•  Define viral and social goals in the four major areas (Consumation, Sharing, Speed, Reach)

•  Build comparable KPI to measure on goals

•  Define campaign / seeding duration and timing of id campaign optimisation

•  Assign internal ownership

•  Determine and Track Return on investment

Analytical Process

•  Define actual “doing” of analytics and how to generate the most tangible outputs

•  Define Reporting Groups, KPI and Dashboard Layout and distribution

•  Accountability, not Monitoring

•  Fundamental goal: Deliver “value” back to the internal groups (marketing, design, management, etc.) - Define Value Proposition, Goal and Group before

•  Researching and integrating new ideas and measures

•  Track reactions, changes and results on Reportings

Build a Viral Media Plan

Viral Video Tracking // Process Considerations


Video Content Content Pool

Onsite.com

Editorial Staff

User

YouTube, etc.

Social Cloud Web Analytics

Video Engagement

Video Engagement

Video Engagement

Social Virality

Analytics tools and services Analytics tools and services

Video Virality


Measure Viral Effects on Placement and Growth


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


Move from Viral Analytics to a full Social Media Strategy


Thank you! Oliver Schiffers // [email protected] Head of Analytics, Continental Europe

measuring online video

Technology