1. Best Practices in Video
Measurement
John Clark – Principal Consultant, Webtrends
Dashiell Lavine – Director of Mobile/Partner Integrations, Webtrends
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
12. The Good: Video Works
Expanding Audiences and Building Brands
Converting Browsers Into Buyers
Driving Social Engagement
Improving Internal and Corporate Communications
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. The Good: Video Works
“Videos are 53 times more
likely than text pages to
appear on the first page of
search results”
15. The Bad: No Clear Standards
{…}But the relative newness of
online video, as well as the absence
of any clear measurement
standards, will likely present
challenges to marketers as these
types of campaigns mature.
In its “US Video Advertising Report,” a survey of agency
executives conducted in April 2012, digital video
advertising network Brightroll found that ad agencies
had yet to settle on any one metric
as the agreed-upon measure of an
online video campaign’s success.
{…}
Source: http://www.emarketer.com/Articles/Print.aspx?R=1009195
16. The Bad: No Clear Standards
According to agencies, clients’ take on
the best way to measure audiences
was also spread almost evenly among
a number of approaches, illustrating
that a standard metric has yet
to be established. {…}
Source: http://www.emarketer.com/Articles/Print.aspx?R=1009195
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. 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. Define Your Business Goals
• Common Business Goals:
– Product Sales
– Brand Awareness
– Lead Generation
– Ad Revenue
– New Customer Acquisition
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. 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. 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. 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. Best Practices in Video Measurement
KEY VIDEO METRICS & HOW
WE MEASURE VIDEO
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. 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. 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
39. Thank You
Dash Lavine, Director of Mobile/Partner Integrations
John Clark, Principal Consultant
john.clark@webtrends.com
dashiell.lavine@webtrends.com
blogs.webtrends.com
@dashlavine
