Best Practices in Video                                 Measurement                       John Clark – Principal Consultan...
Agenda•  The Video Explosion•  The Good, The Bad and The Ugly•  Video Measurement Strategy•  Key Video Metrics & How We Me...
Best Practices in Video MeasurementTHE VIDEO EXPLOSION
Digital Video Viewers Increase
Exponential Digital Video Growth                         Source: CISCO - 2012
Mobile Video Explosion       “Seventy-one percent of mobile        traffic will be video by 2016”
Marketing Focus On Mobile Video
Smartphones Driving Mobile Video           Growth                         Source: Nielsen - 2012
Video Is Social
Source: eMarketer - 2012
Best Practices in Video MeasurementTHE GOOD, THE BAD ANDTHE UGLY
The Good: Video Works    Expanding Audiences and Building Brands         Converting Browsers Into Buyers            Drivin...
The Good: Video Works“Video in emails will drive more  clicks. Email click-thru rates increased by 50% when video   was in...
The Good: Video Works       “Videos are 53 times more        likely than text pages to        appear on the first page of ...
The Bad: No Clear Standards{…}But the relative newness ofonline video, as well as the absenceof any clear measurementstand...
The Bad: No Clear StandardsAccording to agencies, clients’ take onthe best way to measure audienceswas also spread almost ...
The Ugly: Hundreds Of Players In           The Market
Best Practices in Video MeasurementVIDEO MEASURMENTSTRATEGY
The Path To Success#1 Define Business Goals        #2 Map Business Goals               to KPIs               #3 Establish ...
The Path To Success•  Understand Your Business Goals. Different channels and   different sections per channel will often h...
Define Your Business Goals•  Common Business Goals:  –  Product Sales  –  Brand Awareness  –  Lead Generation  –  Ad Reven...
Map Business Goals To KPIs•  Common KPIs by Goal  –  Product Sales     •  Orders, Returns, Revenue  –  Brand Awareness    ...
Define Your KPI Targets•  Example KPI Targets  –  Product Sales     •  20% YOY Decrease In Product Returns  –  Brand Aware...
Segment•  Popular Segmentation Strategies  –  By Geography     •  Which videos are working in which locations.  –  By Devi...
Take Action•  Example Actions  –  Video Removal     •  Use measurement to understand what videos should and        shouldn...
Best Practices in Video MeasurementKEY VIDEO METRICS & HOWWE MEASURE VIDEO
Key Data Elements•  Video Name  –  What video did they watch•  Player Name  –  What player did they use•  Media Type  –  W...
Video Success Metrics•  Play Rate  –  How many plays did the video generate•  Engagement  –  How long did the visitor watc...
Data Collection: Video Plugin•  A plugin is necessary to collect the data   from the player•  Many players have JavaScript...
Measurement
Demo of HTML5 Video•  http://wttraining.clark-data-center.com/video.html
Best Practices in Video MeasurementTOP 5 TAKE AWAYS
1. The Importance Of Video Will Only  Continue To Increase. IP ConnectedTelevisions & Mobile Will Be Key To The           ...
2. Start With The Audience.Develop For People & Dollars          Will Follow.
3. Focus On Getting The Right Video Content To The Right People At TheRight Time. Different People Will Have         Diffe...
4. Make Use Of Interactivity.Video Should Be Designed To  Engage & Provoke Action
5. Strategy Is Key. Most Initiatives Fail Due To A Lack Of Understanding Of           Business Goals.
Rate Session   &Speakers/Panelists
Thank YouDash Lavine, Director of Mobile/Partner Integrations         John Clark, Principal Consultant                  jo...
Engage 2013 - Best Practices in Video Measurement
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Engage 2013 - Best Practices in Video Measurement

  1. 1. Best Practices in Video Measurement John Clark – Principal Consultant, WebtrendsDashiell Lavine – Director of Mobile/Partner Integrations, Webtrends
  2. 2. Agenda•  The Video Explosion•  The Good, The Bad and The Ugly•  Video Measurement Strategy•  Key Video Metrics & How We Measure Video•  Top 5 Take-Aways
  3. 3. Best Practices in Video MeasurementTHE VIDEO EXPLOSION
  4. 4. Digital Video Viewers Increase
  5. 5. Exponential Digital Video Growth Source: CISCO - 2012
  6. 6. Mobile Video Explosion “Seventy-one percent of mobile traffic will be video by 2016”
  7. 7. Marketing Focus On Mobile Video
  8. 8. Smartphones Driving Mobile Video Growth Source: Nielsen - 2012
  9. 9. Video Is Social
  10. 10. Source: eMarketer - 2012
  11. 11. Best Practices in Video MeasurementTHE GOOD, THE BAD ANDTHE UGLY
  12. 12. The Good: Video Works Expanding Audiences and Building Brands Converting Browsers Into Buyers Driving Social Engagement Improving Internal and Corporate Communications
  13. 13. The Good: Video Works“Video in emails will drive more clicks. Email click-thru rates increased by 50% when video was included. Up from 18% without it.”
  14. 14. The Good: Video Works “Videos are 53 times more likely than text pages to appear on the first page of search results”
  15. 15. The Bad: No Clear Standards{…}But the relative newness ofonline video, as well as the absenceof any clear measurementstandards, will likely presentchallenges to marketers as thesetypes of campaigns mature.In its “US Video Advertising Report,” a survey of agencyexecutives conducted in April 2012, digital videoadvertising network Brightroll found that ad agencieshad yet to settle on any one metricas the agreed-upon measure of anonline video campaign’s success.{…} Source: http://www.emarketer.com/Articles/Print.aspx?R=1009195
  16. 16. The Bad: No Clear StandardsAccording to agencies, clients’ take onthe best way to measure audienceswas also spread almost evenly amonga number of approaches, illustratingthat a standard metric has yetto be established. {…} Source: http://www.emarketer.com/Articles/Print.aspx?R=1009195
  17. 17. The Ugly: Hundreds Of Players In The Market
  18. 18. Best Practices in Video MeasurementVIDEO MEASURMENTSTRATEGY
  19. 19. The Path To Success#1 Define Business Goals #2 Map Business Goals to KPIs #3 Establish KPI Targets #4 Segment #5 Take Action
  20. 20. The Path To Success•  Understand Your Business Goals. Different channels and different sections per channel will often have different business goals (sales, lead gen, awareness, ad revenue, etc…)•  Map Business Goals to KPIs. Determine what you want your visitors to do after and/or while interacting with your video content.•  Define Your KPI Targets. You must define your goals for each of your conversion types to understand what is working. Numbers without context are not enough.•  Segment. Not every video, session, visitor, or action is alike. Use segmentation to understand what types of combinations are driving your desired actions.•  Take Action. Always use what you learn to drive change.
  21. 21. Define Your Business Goals•  Common Business Goals: –  Product Sales –  Brand Awareness –  Lead Generation –  Ad Revenue –  New Customer Acquisition
  22. 22. Map Business Goals To KPIs•  Common KPIs by Goal –  Product Sales •  Orders, Returns, Revenue –  Brand Awareness •  Brand Exposures –  Lead Generation •  Contact Form Submissions, Whitepaper Downloads –  Ad Revenue •  Ad Mins, Engagement Metrics (Duration, Views, etc…) –  New Customer Acquisition •  Registrations
  23. 23. Define Your KPI Targets•  Example KPI Targets –  Product Sales •  20% YOY Decrease In Product Returns –  Brand Awareness •  100K More Brand Exposures in March –  Lead Generation •  2X Increase in Average Whitepaper Downloads Per Visitor Per Year –  Ad Revenue •  10K More Add Minutes Per Month –  New Customer Acquisition •  5K New Registrations in Q1
  24. 24. Segment•  Popular Segmentation Strategies –  By Geography •  Which videos are working in which locations. –  By Device •  Which videos are working on which types of devices –  By Traffic Source/Referrers/Search Phrases/etc… •  How are people finding your videos and how are your acquisition channels performing –  By Domain/Page/Section •  Which domains, pages, and/or sections are driving people to view your video content –  By User Segment (Demographics, Psychographics, etc…) •  What type of users are consuming what types of video content and for how long
  25. 25. Take Action•  Example Actions –  Video Removal •  Use measurement to understand what videos should and shouldn’t be kept active –  Change Video Placement •  Different placements can increase or decrease engagement –  Adjust Ad Types/Length/Timing •  Different ad types (linear vs. non-linear), ad lengths (15 secs vs. 30 secs for instance), and timing (pre-roll, mid-roll, and post-roll) will work in different situations –  Content Modifications •  Content modifications can often result in dramatic changes when it comes to behavior. If most people are not getting to the point in time in your video that drives your desired actions, think about modifying the content so they do.
  26. 26. Best Practices in Video MeasurementKEY VIDEO METRICS & HOWWE MEASURE VIDEO
  27. 27. Key Data Elements•  Video Name –  What video did they watch•  Player Name –  What player did they use•  Media Type –  What type of media is playing (MP4,MOV,SWF,AVI)•  Content Type –  What type of content was shown•  Quartile/Time –  How much did they watch•  Player Interaction –  Play, Pause, Seek
  28. 28. Video Success Metrics•  Play Rate –  How many plays did the video generate•  Engagement –  How long did the visitor watch the video•  Plays Over Time –  Is the video getting shared and watched•  Conversion –  Did the visitor exhibit the desired behavior
  29. 29. Data Collection: Video Plugin•  A plugin is necessary to collect the data from the player•  Many players have JavaScript API’s that can be used to develop plugins•  But with no standards it can get trickey – unless the player is HTML5 compliant
  30. 30. Measurement
  31. 31. Demo of HTML5 Video•  http://wttraining.clark-data-center.com/video.html
  32. 32. Best Practices in Video MeasurementTOP 5 TAKE AWAYS
  33. 33. 1. The Importance Of Video Will Only Continue To Increase. IP ConnectedTelevisions & Mobile Will Be Key To The Growth Of Video.
  34. 34. 2. Start With The Audience.Develop For People & Dollars Will Follow.
  35. 35. 3. Focus On Getting The Right Video Content To The Right People At TheRight Time. Different People Will Have Different Behaviors
  36. 36. 4. Make Use Of Interactivity.Video Should Be Designed To Engage & Provoke Action
  37. 37. 5. Strategy Is Key. Most Initiatives Fail Due To A Lack Of Understanding Of Business Goals.
  38. 38. Rate Session &Speakers/Panelists
  39. 39. Thank YouDash Lavine, Director of Mobile/Partner Integrations John Clark, Principal Consultant john.clark@webtrends.com dashiell.lavine@webtrends.com blogs.webtrends.com @dashlavine

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