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Online Video Analytics in Digital Analytics

- Harsh Kabra A Digital Analytics Evangelist

Disclaimer: The views and opinions expressed in this presentation are my personal and do not necessarily represent that of my current or past employer(s) or any other 3rd party.

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Let’s watch a Video on “Video” … !! Videos – One of the Most Powerful Mediums of Communication Some Digital Video Stats Some More Digital Video Stats Say Hello To – Online Video Analytics Why Video Analytics? Online Video Platforms – OVPs Evolvement of Video Analytics- Initial Days Basic Video Tracking- These Days A New Age Tracking Solution…..! Video Analytics for Technology Optimization Deals of the Day Engagement Analysis of Videos & Video Heat Map

What are we going to talk about?

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Videos – Do You Remember Them Often?

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There’s no doubt that web videos are cool and fun to watch –more engaging than reading page after page of text books. But does it actually stick with you for a long time? Absolutely!

Outside the fun part, we now know that there are core reasons hidden deep within the brain that make explanatory video an extremely valuable tool for business owners.

Let’s start by looking at it in terms of time. Did you know that you only have

about 8 seconds to capture the attention of a visitor to your website? Most people leave before they have read a single word on your landing page.

And for those who stick around and start reading, what are the odds that they will remember your message once they’re gone?

Well, with text or Auditory mediums, 72 hours later your visitor will only

remember 10% of what they read or heard. How much will they remember if they watch a video that stimulates both their auditory and visual senses? Wait for it…..

Whooping 68%!

Video- One of the Most Powerful Mediums

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Some Digital Video Stats

Sources: digitalistmag.com, Animoto.com, eelnreel.com, Forbes,com, Insivia.com, ReelSEO, CMO.com

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Some More Digital Video Stats

Sources: digitalistmag.com, Animoto.com, eelnreel.com, Forbes,com, Insivia.com, ReelSEO, CMO.com

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Say Hello To - Online Video AnalyticsIn Digital Analytics space, Video Analytics is nothing but Measurement, Collection, Analysis and Reporting of Video Data for purposes of understanding and optimizing Video Usage. However, do not do the mistake of thinking it just a process for measuring Video Traffic, it can be used as a tool for business and market research and to assess and improve the effectiveness of a Videos, Website Goals & Conversions.

What Wiki Says:

Online Video Analytics (also known as Web video analytics) is the measurement, analysis and reporting of videos viewed online. It is used for the purposes of understanding the Consumption patterns, Behavioral analysis and optimizing viewing experience.

Online video analytics differs from traditional Video Analytics. Leveraging the Online Video Analytics, every event that a viewer does while watching a video online can be captured and analyzed precisely

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Ever thought about why do we actually need Video Analytics? How does it help the markets and analyst to gain actionable insights? The study of consumption patterns helps video publishers gain insights into the end-user preferences. These insights are then used to drive monetization by ad placements, and to tailor future videos and its positioning to maximize/optimize Sales, Lead Generations, ENGAGEMENT, etc.

It aims to answer business questions such as:

Which are the most popular videos? Where do the viewers come from? How long do viewers watch a particular video? Which portion of the video is most popular? Which ad placements are most effective - pre-roll, mid-roll or post-roll? Do they take any action during or after watching the videos (e.g. share, embed, like)? Do they face any technical issues like, Compatibility, Loading, Bandwidth, etc.

A few Metrics of Interest:

Unique Viewers - per day or month for on-demand, per event or show for live Plays/Pauses/Completes - number of times the video was started/played/paused/completed Play Duration - time spent consuming the videos Ratios of these metrics - e.g. Plays per Viewer, Play Duration per Play, Play Duration per Viewer And other obvious dimensions (like Geographical Location, Browser, Device etc.), a particularly

interesting dimension is Video Portion. Measured as a percentage of video length, for a particular video, Plays by Stream Position indicates which portion of the video is watched how many times. It helps with conclusions like 60% of the viewers drop off from the video after watching only 25%.

Why Video Analytics?

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HTML5 First Responsive Fast Load Cross-Platform HLS

HTML5 First Responsive Highly customizable with JS API Inbuilt Video Engagement Stats

Brightcove JWPlayer

More focused on Monetization Dedicated Advertising Solution Pre-Game Ad Wrapper Responsiveness Deployment Support

MPX Accelerate Rapid File conversion – Elastic

Transcoding MPX Dev KIT Built in underlying service-orinated

architecture for greater scalability and reliability

Playwire TheVideoPlatform

Online Video PlatformsWeb Videos are hosted with the help of Online Video Platforms (OVPs). To enable Analytics on the Videos, one has to have some basic understanding about the OVPs. Based on my past experience, Some of the popular ones are:

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A Journey …Not a Destination !

Evolvement of Video Analytics

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Videos Tracking – Initial Days With the advancement of Web Analytics, analyst started analyzing each and every component of Web and Video was no exception. During the initial days, the focus of Video Analytics was limited to the consumption of Video content – Overall.

What we used to track?

A basic implementation tracks Video Views / Video Starts as the major performance metrics. A Event Tracking code is Fired at the time of Video Start & Video Complete along with the Video

Namd as the Dimension.

• Video Views/Starts• Video Complete• Video Name• That’s It ?????

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Sample Report

Video Name Starts Completes Conversion Rate

Digitocas 2015 2000 990 50%

Digitocas 2016 10000 7489 75%

Networking 4000 1000 25%

Teaser 7000 3500 50%

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Basic Video Tracking – These Days !!With the advancement of Web Analytics, analyst started analyzing each and every component of Web and Video was no exception. Apart from basic starts and completes, there is more interest to know what happens in-between which resulted in a tracking practice called as “Milestone Tracking”.

It is nothing but tracking certain predefined milestones to understand the fallout and depth of engagement with the Video.

• Video Time Played• Video Views• Video Complete• Video Segment Views• Milestone -25%• Milestone -50%• Milestone -75%• Video Name• Video Segments

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Sample ReportVideo Name Starts 25% 50% 75% Avg.

Play Time

Completes Conversion Rate

Digitocas 2015

2000 1700 1668 1154 2:21 990 50%

Digitocas 2016

10000 9435 8755 7969 7:45 7489 75%

Networking 4000 3980 2489 1658 4:33 1000 25%

Teaser 7000 6209 5613 3600 8:55 3500 50%

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Let’s See a New Age Video Tracking Solution

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Video Analysis with Heartbeat TrakingLike a Heart Beat this new age Video Tracking Solution sends the Tracking Beats in every 10 seconds and finally collects all the data in your reporting database/servers.

What is "Video Heartbeat“ tracking mechanism?

Video heartbeat is a new data collection service provided by one of the leading Digital Analytics tool that collects and aggregates video metrics. During video playback, frequent "heartbeat" calls are sent to this service to measure time played. These heartbeat calls are sent every 10 seconds, which results in granular video engagement metrics and more accurate video fallout reports.

When a video or video ad is played, a single server call is sent to your Analytics data collection server with the video/ad name, player name, channel, and any additional custom variables that you want to track for that video/ad.

During playback, "heartbeats“ are sent at regular intervals to the heartbeat data collection service to track time played.

After the video/ad is completed and/or abandoned, the heartbeat service calculates time spent metrics and then sends the data to Analytics Servers. Phenomenal accuracy and granularity of Video Analytics data !!

The new 10-second heartbeat measurements will provide time spent with a rolled-up minute granularity that offers a more complete picture of how content is being consumed

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How does it actually report the data?Now Marketers & Analysts will have access to more granular level of Video Tracking data which off course would result in better and in-depth Analysis and Recommendations.

How does it actually work in real world?

This new video tracking approach gives us some amazing data in form of these Reports:

Video Overview Video Detail and Video Day-part

Image Source: Adobe Analytics Help Section.

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Sample Report

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Sample Report

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Sample Reports

Sample Report

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Video Analytics for Technology Optimization

The study of online video viewer experience (user experience) helps OVPs identify shortcomings in their network infrastructure and to tweak the quality of their source content to better suit the end-users' internet connection speeds and device types.

This Video analysis type deals with understanding the effect of low quality on usage. For example, after clicking the play button, do viewers wait for more than “X” seconds before the video starts playing? The interesting metrics for this type of analysis would be:

Start Up Time - time between click to play button and actual video start

Rebuffers - # of times and the duration of disturbances due to re-buffering

Availability - % of times the video playback start successfully

Bitrate - Avg. bits/Sec. of video play time. The higher the bitrate, the better the user experience would be.

Network and Connection Speed are among the most important aspects. Measuring the Abandonment Rate due to bad quality (higher start up time, higher rebuffering or lower bitrate etc.) is of precise interest.

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Deal of The Day #1 Video Tracking Heat Map:

We all would have heard if not seen the Heat Map for traffic data in Digital Analytics but applying the same on a Video Play Journey could uncover some fascinating truth about the Video and Viewers behavior with it .A graphical summary that helps to figure out how viewers are engaged with a specific video is called a Video Heatmap. Unlike heatmaps used in website analytics, which highlight different areas of a web page depending on the click-through rate, a video heatmap aggregates stats from every viewing session and calulates an average engagement rate (also known as watch rate) throughout the entire video. Try it and you would LOVE IT !!

0% 20% 40% 60% 80% 100%

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Deal of The Day #2 Video Engagement Scoring

Here, I have experimented with the Engagement Score, typically used to measure the engagement levels of a Visit/Visitor. After successfully implementing and reporting the Engagement Scoring for a site, Used this on Videos to understand a collective indicator of Viewer Engagement with the Videos.

Video Engagement Scoring:

By no means I have mastered this yet but I have successfully developed a basic yet powerful formulae to get the Video Engagement Score.

Video Engagement= (Video Starts*X+Video Share*X1+VideoLike*X2…) / Video ViewsWhere,

X1/X2/Xn Any positive integer depending on the importance and impact of that metric on your business goals.

You can also take “Visits“ as the denominator instead of Video Views

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Thank youhttps://in.linkedin.com/in/TheWebAnalyticsEvangelist

HarshVKabra@Gmail.com