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Akamai Media Analytics: Driving EngagementGirish Bettadpur, Sr Product Manager
Emily Glass, Sr Product Marketing Manager
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
2011: The Hyperconnected World
86% of US Internet audience watched online video1
1ComScore August 2011 data, 2Nielsen , 3Akamai
?
40% adult Americans own smartphones, 5% tablets2
Royal Wedding: 1.73M simultaneous streams3
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
What is Engagement?
: Emotional involvement or commitment: To occupy the attention or efforts of
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
How does the Industry Measure Video Engagement?
142.6M
Unique Viewers
178M June 2011
Nielsen ComScore
Total Streams
14.5BStreams
6.2BSessions
Hours per Viewer
4.5
16.8
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
How Do You Measure Engagement?
http://xkcd.com/523/
Data is powerful - Context is critical
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Drivers of Engagement
2009 2010 2011 2012 2013 2014 -
1,000,000,000
2,000,000,000
3,000,000,000
4,000,000,000
5,000,000,000
6,000,000,000
7,000,000,000
Smartphones
Tablets/Netbooks
Connected TVs
PC
Bits per month % of premium content to CE Devices
World Population
6,928,198,253 (est.)
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Drivers of Engagement You Can Control
CONTENT PACKAGING QUALITY
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Akamai Media Analytics
Audience Analytics• Content usage, viewership, and
quality reports and dashboards
Quality of Service Monitor• Real-time visibility into
performance
Cross-platform support
Live, VOD, and 24x7 streams
<video>
Engagement Case Study
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Engagement Case Study
Using Media Analytics:• We looked at range of Media publisher data on our network• Analyzed over 30M viewers, 75M plays, 100 titles• Sliced by content, packaging and quality• Focused on video on-demand content• Supplemented with IDC data from live events study for quality
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Does New Content drive viewer engagement?
Before After0
5
10
15
20
25
2.60
2.80
3.00
3.20
3.40
3.60
Total Viewers Total VisitsTotal Plays Play Duration
Million
s
Million
Hou
rs
VisitsViewers49% 56%
40% Plays 19% Play Duration
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Advertising Placement & Abandonment
Where do ads typically appear?
Pre-Roll Content Mid-Roll Content Post-Roll
Pre-Rolls drove 80% of ad abandons
25% 74% 1%Ad Starts:
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Advertising Abandonment by Content Length
Pre Roll Mid Roll Post Roll0%
20%
40%
60%
80%
100%
60%
12%3%
82%
37%
6%
% Ad Abandonment
Full Episodes Clips
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Quality Drives Engagement
Sports Event C
Sports Event B
Sports Event A
Soccer C
Soccer B
Soccer A
-0.4 -0.3 -0.2 -0.1 0 0.1 0.2 0.3 0.4(Correlation Coefficient)
Correlation Between Session Time and Playback Bit Rates for Cases Up to the Optimal Bit Rate Threshold for Each Event
Source: Akamai Data
++500 kbps=
10% longer engagement
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Summary
• View into Content, Packaging & Quality
• Gain Insights into Audience behavior
• Drive Decisions
Product Demo
Product Roadmap
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Q2 12 Q3 12Q4 11 Q1 12
Media Analytics — Roadmap Summary
Q4 12
V4.2
• Focus on LIVE events
• Ease of use
• Diagnostic Tools• Support for new
business models
V4.3
Continuous innovation: connected device support
• Self-healing abilities• Viewer-level insights
V4.4
Thank You
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Content Popularity varies by Geo, and genre
North East South Mid West West 2.00 2.10 2.20 2.30 2.40 2.50
All Geos
Plays/Viewer
-
2,000,000
4,000,000
- 200,000 400,000 600,000
Plays Play Duration
Pla
ys
Hou
rs
20%
15%49
%
17%
DaytimeMW
NE
S
W
21%
18%
35%
26%
ComedyMW
NE
S
W
19%
17%40
%
25%
DramaMW
NE
S
W
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Ad Targeting Works
(350) (250) (150) (50) 50 150 250 350 450 550 0%
5%
10%
15%
20%
25%
30%
35%
MID WEST
SOUTH
WEST
CONSUMER PACKAGED GOODS AD
(100) - 100 200 300 0%
10%
20%
30%
40%
50%
60%
MID WEST
NORTH EAST
SOUTH
WEST
ENERGY AD
3X Ad was targeted at Mid West Audience 3X the average 2.5X Ad was targeted at West Region
Audience 2.5X the average
1.5X South Region Abandoned at 1.5X the West Region Audience- South and Mid West had the same
Abandonment Rate
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Loyal Viewers wait twice as long for video to start
0-1s 1-2s 2-3s 3-5s 5-10s 10+s0%
20%
40%
60%
80%
100%
120%
Abandonment by Categories
Bottom 3 Categories (by plays) Top 3 Categories (by plays)
Startup Time
0-1s 1-2s 2-3s 3-5s 5-10s 10+s0%
20%
40%
60%
80%
100%
120%
For Top Title in Top 3 Categories
Comedy Top Drama Top Daytime Top
Startup Time
8X Difference in Startup Abandonment as Startup Time goes up from 2s to 3s
97% Abandonment Rate when Startup Time goes beyond 10s
3s Time that “loyal” viewers are willing to wait for video to start
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Buffering Sensitivity is not constant% of Total Plays
Rebuffering
LESS MOREAVERAGE
40 60 80 100 120 140 160 180 2000%
10%
20%
30%
40%
50%
DRAMA
COMEDY
DAYTIMETALK
SHOWS NEWS PROGRAMS
SPORTS
100 Indicates average rebuffering for top 3 categories (1.6s per minute of play time)
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Abandonment rates vary by Ad Type
0%
5%
10%
15%
20%
25%
Abandonment Rate - Overall
0%5%
10%15%20%25%30%35%
Abandonment Rate – Pre, Mid, Post Rolls
Abandon Rt (Pre Rolls) Abandon Rt (Mid Rolls) Abandon Rt (Post Rolls)
- 50
100 150 200 250 300
Number of Ads Delivered
Pre Roll Mid Roll Post Roll
16% Ad Abandonment Rate for Top 2 Ad Types
5% Ad Abandonment Rate for remaining Ad Types
2X Pre Roll percent higher than average for Top 2 Ad Types
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Buffering Sensitivity is not constant
0 20 40 60 80 100 120 140 160 180 2000
2
4
6Play Duration
LESS MOREAVERAGE
Rebuffering
DAYTIME
DRAMACOMEDY
50%Comedy and Drama viewers are 50% more sensitive to rebuffering than Daytime show viewers
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
But Performance Has Never Been More Important…
Rebuffering is the number 1 cause of decreased viewing times…
(Correlation Coefficient)
Correlation Between Session Time and Rebuffering Events per Hour
Source: Akamai Data, 2010
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Insight: Ad Density Tolerance Levels should be monitored
Mid Roll74%
Pre Roll25%
Post Roll1%
% of StartsMid Roll17%
Post Roll3%
Pre Roll80%
% of Abandons
25% Portion of Ad Starts that were Pre Rolls
80%
Pre-rolls are driving 80% of the ad abandons
Pre Roll Mid Roll Post Roll0%
10%20%30%40%50%60%70%80%90%
% of Abandons
Full Episodes Clips
Akamai Confidential ©2011 AkamaiWe make the Internet work for you
Roadmap Summary
Support for subscription and hybrid ad+subscription models
Support for automated insights and recommendations so you can drill down from insights to data
Diagnostic features that will not only help find problems but isolate them quickly with easy to use decision tree like constructs
Support for data collection across all devices??
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