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Oliver Schiffers at Emetrics Stockholm 2008
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© Copyright 2008 Sapient Corporation 1
Measuring Online Video
© Copyright 2008 Sapient Corporation 2
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?
© Copyright 2007 Sapient Corporation 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 4
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
© Copyright 2007 Sapient Corporation 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 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 7
Same if the video is uploaded to YouTube
Use YouTube Insights For engagement and Geolocation measurement of YouTube Videos
© Copyright 2007 Sapient Corporation 8
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
© Copyright 2007 Sapient Corporation 9
Ads and Monetarisation Goals
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
© Copyright 2007 Sapient Corporation 10
Ads and Monetarisation
© Copyright 2007 Sapient Corporation 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 12
Onsite Referall and Conversion Goals
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
© Copyright 2007 Sapient Corporation 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 14
Still measure Engagement as Entry Page
© Copyright 2007 Sapient Corporation 15
Viral Video Goals
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
© Copyright 2007 Sapient Corporation 16
Videos get uploaded to several sites
...reach and virality need to be compared
© Copyright 2007 Sapient Corporation 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 18
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
© Copyright 2007 Sapient Corporation 19
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
© Copyright 2007 Sapient Corporation 20
Measure Viral Effects on Placement and Growth
© Copyright 2007 Sapient Corporation 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 22
Move from Viral Analytics to a full Social Media Strategy
© Copyright 2007 Sapient Corporation 23
Thank you! Oliver Schiffers // [email protected] Head of Analytics, Continental Europe