Online video analytics
Online video analytics, also known as web video analytics, is way of measuring how viewers get to an online video and what they do when they watch it. A video is any length of video stream, such as a movie clip, video advertisement, movie trailer, television show or full-length video. Web video analytics aim to answer such questions as:
- How long did the viewer watch a particular video?
- Did they pass it along to a friend? Embed it in their home page?
- If there was an advertising overlay with the video, did they watch it? If so, for how long? Did they click through to complete a sale proposed by the ad? (a conversion)
- Where do the viewers come from that watch videos on a particular site?
In May 2008, according to comScore, viewers watched 12 billion videos online [1] and online video is expected to grow at nearly 40% annually through 2011[2], while viewership on traditional television is falling [3].
Online video analytics differs from traditional television analytics because it can be measured using census-based methods instead of panel-based metrics. Every event that a viewer does while watching a video online can be captured and analyzed precisely.
[edit] References
- ^ comScore [1], Jul 14, 2008
- ^ Reuters [2], Wed Jul 25, 2007
- ^ David Bauder, Associated Press, May 7, 2007
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