Oliver Schiffers at Emetrics Stockholm 2008

1. Measuring Online Video
© Copyright 2008 Sapient Corporation
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2. Basics for Measuring Success
Measure on Goals Select Tools
 Determine your Business Goals  Engagement? Viral?
Advertising?
 Select appropriate
Metrics and KPI  Convert?
 Set Benchmarks ?  Own Player? Upload?
 Follow measurable Goals  Both?
 Look for insights to start  How many dashboards?
optimisation
© Copyright 2008 Sapient Corporation
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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
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4. Why do Sites use Video?
Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals
Visit Duration Media / Publisher Send user to site Branding & Growth
Stickier Content
Pre- and Postroll Grow Online Reach Brand Content to
Longer Visits Video Ad Sales new initial users
Clear Conversion
Send to other content Targeted Ads to Video Goals Engage outside of
areas Content own site reach
Clickthrus?
© Copyright 2007 Sapient Corporation
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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
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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
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7. Same if the video is uploaded to YouTube
Use YouTube Insights
For engagement and
Geolocation measurement
of YouTube Videos
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8. Tools to measure completion and other Video Metrics
Nedstat 9 Essential Online Video Metrics
Webtrends Online video started
Online video Pre-roll advertisement started
Omniture
Online video core content started
Google Analytics
Online video Post-roll advertisement started
YouTube Insights
Online video positive consumption action
Online video negative consumption action
A more expensive tool
if you move into other Online video ended
areas / goals Online video played, percentage of total
Online video played, seconds
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9. Ads and Monetarisation Goals
Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals
Visit Duration Media / Publisher Send user to site Branding & Growth
Stickier Content
Pre- and Postroll Grow Online Reach Brand Content to
Longer Visits Video Ad Sales new initial users
Clear Conversion
Send to other content Targeted Ads to Video Goals Engage outside of
areas Content own site reach
Clickthrus?
© Copyright 2007 Sapient Corporation
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10. Ads and Monetarisation
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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
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12. Onsite Referall and Conversion Goals
Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals
Visit Duration Media / Publisher Send user to site Branding & Growth
Stickier Content
Pre- and Postroll Grow Online Reach Brand Content to
Longer Visits Video Ad Sales new initial users
Clear Conversion
Send to other content Targeted Ads to Video Goals Engage outside of
areas Content own site reach
Clickthrus?
© Copyright 2007 Sapient Corporation
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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
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14. Still measure Engagement as Entry Page
© Copyright 2007 Sapient Corporation
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15. Viral Video Goals
Onsite Engagement Ads and Monetarisation Onsite Referall Viral Video Goals
Visit Duration Media / Publisher Send user to site Branding & Growth
Stickier Content
Pre- and Postroll Grow Online Reach Brand Content to
Longer Visits Video Ad Sales new initial users
Clear Conversion
Send to other content Targeted Ads to Video Goals Engage outside of
areas Content own site reach
Clickthrus?
© Copyright 2007 Sapient Corporation
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16. Videos get uploaded to several sites
...reach and virality
need to be compared
© Copyright 2007 Sapient Corporation
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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
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18. Viral Video Tracking // Process Considerations
Process Considerations
Build a Viral Media Plan Analytical Process
• Determine Seeding Strategy • Define actual “doing” of analytics and
how to generate the most tangible outputs
• Determine initial placement of Seeding
internal and external • Define Reporting Groups, KPI and
Dashboard Layout and distribution
• Define viral and social goals in the four
major areas (Consumation, Sharing, Speed, • Accountability, not Monitoring
Reach)
• Fundamental goal: Deliver “value” back to
• Build comparable KPI to measure on goals the internal groups (marketing, design,
management, etc.) - Define Value
• Define campaign / seeding duration and Proposition, Goal and Group before
timing of id campaign optimisation
• Researching and integrating new ideas
• Assign internal ownership and measures
• Determine and Track Return on investment • Track reactions, changes and results on
Reportings
© Copyright 2007 Sapient Corporation
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19. Video Content Content Pool YouTube, etc. Video
Engagement
Video Virality
User
Onsite.com
Video
Engagement
Web Social Cloud
Analytics
Editorial Staff
Social Virality
Video
Engagement
Analytics tools and services Analytics tools and services
© Copyright 2007 Sapient Corporation
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20. Measure Viral Effects on Placement and Growth
© Copyright 2007 Sapient Corporation
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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
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22. Move from Viral Analytics to a full Social Media Strategy
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23. Thank you!
Oliver Schiffers // oschiffers@sapient.com
Head of Analytics, Continental Europe
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