Before starting my post on the Web Analytics World Blog, I would like to thanks Manoj for inviting me to contribute! Let me present myself; I’m the CEO of Streametrics: a new generation of metrics for online video. My partners and I are bringing strong background of expertise in Web analytics, video streaming and Internet TV. We love what we’re doing and we’re here to help the online video industry grow!
A new generation of Web analytics or what we should call “online video metrics” is emerging in a growing space! Do not fall into the trap of searching for “video analytics” in Google! You might find solutions out of context related to camera i.e. Intelligent Video Surveillance 😉
We, at Streametrics believe that online video requires new key performance indicators (KPI) to measure and analyze how video content is consumed. Before thinking of measuring video content and trying to monetize it with video advertising models, or tempting to find the right model of video revenue sharing and royalties with producers and majors, we need to establish what is it that we need to measure! …Why?
Because it is the metrics, not just in terms of traffic but also in terms of engagement that give medias credibility to attract advertisers!
Because it is how people interact with video content that will help advertisers introduce new way of reaching the audience without impacting viewers experience!
Because numbers talk when it’s time to validate the deal!
Dear readers, we have to wake up! Online video metrics are now available to measure, analyze and monetize the success of online video content.
I still see a lot of video play lists with counters that show video views?!? This is the easy part and it is completely biased! Counters measure the page every time it’s loaded without necessarily counting if the video started!
What medias will need to know for understanding how video is consumed and probably what they will need to show to advertisers and producers is more than clicks on play! It’s all about engagement, consumption and how viewers interact with their content. Let me introduce you with new key performance indicators KPI:
- Number of viewers (visitor become viewer)
- Number of viewing sessions (visit become session)
- Number of video view (page view become video view)
- Number of video view per viewer
- Number of video view per session
- Total viewing time
- Average viewing time per video
- Average viewing time per viewer
- Viewing audience rate (% of viewers consuming what % of content)
- Number of connections (click on play), dropouts, completions and completion rate
From those new KPI, we can start building the new model into this passionate adventure of Online Video revolution!
Streametrics solution Vstat, can track online video content through its homemade player or requires a certain integration if the client wants to use its own player. For more information please visit http://www.streametrics.tv