Online video analytics
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
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