Online video analytics

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Online video analytics, also known as web video analytics, is way of measuring how viewers get to a online video and what they do when they watch it. A video is any length of video stream, such as a movie clip, video advertisement, movie trailer, television show or full-length video. Web video analytics aim to answer such questions as:

  • How long did the viewer watch a particular video?
  • Did they pass it along to a friend? Embed it in their home page?
  • If there was a advertising overlay with the video, did they watch it? If so, for how long? Did they click through to complete a sale proposed by the ad? (a conversion)
  • Where do the viewers come from that watch videos on a particular site?

In May 2008, according to comScore, viewers watched 12 billion videos online [1] and online video is expected to grow at nearly 40% annually through 2011[2], while viewership on traditional television is falling [3].

Online video analytics differs from traditional television analytics because it can be measured using census-based methods instead of panel-based metrics. Every event that a viewer does while watching a video online can be captured and analyzed precisely.

A related concept is that of Digital Media Performance Management, a term coined by Skytide [4], that involves combining online video analytics data with that from other sources to provide a 360-degree view of online media company performance and profitability.

References

  1. comScore [1], Jul 14, 2008
  2. Reuters [2], Wed Jul 25, 2007
  3. David Bauder, Associated Press, May 7, 2007 [3]


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