Nowadays video traffic represents 60% of all Internet use, and it will make up to 91% by 2014, according to Cisco.
YouTube has reached 3 BILLION video views per day. That would be like half of the world population watching a video on the site daily.
Thinking about that, we’ve created OvermediaCast, the first audience-based video analytics of the world! We are able to tell the story of each video viewer. With our solution, you may target campaigns, qualify offers, provide relevant videos, and measure the engagement of your audience.
Monitoring videos hosted on any platform (YouTube, Vimeo, Brightcove, etc.), we map every viewer’s individual data, crossing information on behavior, interests, consumption habits and public data from social networks.
Now that we are reaching 50.000 videos monitored (in our closed beta still!), we’re going to share 5 lessons we’ve learned so far. far:
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1) The gap in video marketing is global
Even global leaders in analytical solutions, such as Google Analytics and Adobe Omniture, are not able to monitor and track the consumption behavior and profile of the audience, since they analyze only the video page and not the video itself nor the data within it.
Video metrics go beyond web metrics, since videos have different durations and are continuous, so it cannot be treated as individual pages.
Until now there was no analytical solution with audience-based metrics able to monitor videos from any platform.
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2) PLAYING is one more conversion
Posting the video is not enough, you should be concerned about issues such as analysing if the video player is embedded in a visible location on the page, whether you’ve chosen a video thumbnail that seems relevant and inviting, and if the player is quickly loaded.
All these factors influence one of the most important video metrics: the play rate. From our 50.000 video sessions monitored, we’ve observed an average play rate of 15,25%. We can conclude that way that PLAYING is a conversion and a part of the marketing funnel.
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3) Match objectives with audience and find your targets
But when adjusting the content to audience profile, we’ve seen call-to-actions on the end of videos converting 80% more than the ones in the beginning.
Therefore, in order to boost your performance you should discover your audience profile.
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4) You need audience-based video metrics
To discover audience profile and consumer behavior it’s essencial to capture metrics focused on people. Collecting data about each viewer individually enable us to understand not only each viewer activity but also allows you to consolidate global data into clusters behavior.
You can specify your actions per target, filtrating the audience based on demographic data or psychographic profiles, knowing therefore the perfomance of your results.
Capturing video heatmaps for each viewer session not only makes it possible to follow the viewers interaction with the content, but it also allow us to pattern the average engagement of every user along the video, creating usefull insights.
More important than tracking and monitoring your videos is to know your audience!
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5) The history matters
As we identify each viewer individually and follow their history along the videos monitored, we can categorize interests and tell what each one of them tends and want to consume.
An example is that we noticed that 50% of the viewers who watched over 75% of the videos about startups also watched videos about business and news.
That way, you can recommend videos and capture leads faster.
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Want to know the profile and consumption behavior of your audience?
