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Measuring Online Video
1.
Measuring Online Video ©
Copyright 2008 Sapient Corporation 1
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 2
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 3
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 4
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 5
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 6
7.
Same if the
video is uploaded to YouTube Use YouTube Insights For engagement and Geolocation measurement of YouTube Videos © Copyright 2007 Sapient Corporation 7
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 © Copyright 2007 Sapient Corporation 8
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 9
10.
Ads and Monetarisation
© Copyright 2007 Sapient Corporation 10
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 11
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 12
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 13
14.
Still measure Engagement
as Entry Page © Copyright 2007 Sapient Corporation 14
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 15
16.
Videos get uploaded
to several sites ...reach and virality need to be compared © Copyright 2007 Sapient Corporation 16
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 17
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 18
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 19
20.
Measure Viral Effects
on Placement and Growth © Copyright 2007 Sapient Corporation 20
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 21
22.
Move from Viral
Analytics to a full Social Media Strategy © Copyright 2007 Sapient Corporation 22
23.
Thank you! Oliver Schiffers
// oschiffers@sapient.com Head of Analytics, Continental Europe © Copyright 2007 Sapient Corporation 23
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