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RESEARCH, ANALYSIS & TRENDS

Vigorous demand

for online videos

drives the need for

effective strategies

The increasing use of Internet protocol (IP) enabled de- Instead of taking the risk of investing in third-party OVA
vices has fuelled massive video consumption and, in solutions, the market has been using home-grown or
turn, has driven the need for online video analytics bespoke solutions. With no standardization in terms of
(OVA) solutions globally, states the research analyst, measuring audience engagement, viewership or quality
Frost & Sullivan, in one of its recent reports. of online video, the market has become fragmented. As
a result, there are only a handful of pure-play OVA so-
OVA is defined by Frost & Sullivan as the tracking, anal- lution providers globally, Frost & Sullivan concludes.
ysis, and measurement of video content viewed on In-
ternet Protocol (IP)-connected devices, such as person- "The OVA market will remain fragmented, as publish-
al computers (PCs), laptops, smartphones, smart TVs, ers, advertisers and service providers each try to con-
OTT streaming devices, and streaming-enabled gaming trol their ends of video delivery and claim control of the
consoles. OVA functionality," noted Jasani. "As video makes up
the bulk of online traffic, several big data and Web ana-
The new analysis from Frost & Sullivan finds that pub- lytics solutions providers will also compete with these
lishers, advertisers and service providers have come to players, further increasing market fragmentation."
the realization that OVA solutions are essential to de-
vice effective strategies to monetize from targeted video However, to be able to successfully monetize from
services and estimates the market earned revenues to online video, measurement of online video becomes a
reach $472.0 million by 2020. Indeed, it already be- business imperative. There is a need to track how view-
comes apparent that due to a rapid adoption of over-the ers discover video content and how they interact and
-top services (OTT), supported by the proliferation of engage with the same. The video content has to be of
mobile devices, user-generated online video has grown the right length to ensure viewer attention. It has to
substantially. As a result, advertisers and publishers meet viewers’ quality requirements, as any delay in
have begun to divert their resources to online channels, video buffering time may lead to the viewer dropping off
boosting the prospects of OVA solution providers. To- from the web page. Most importantly, by studying
day’s viewers, however, expect a TV-like viewing expe- online viewing behavior, content creators can deter-
rience on the device of their choice at a time they prefer, mine what type of audience they should keep in mind.
which makes OVA even more challenging.
OVA helps understand these attributes and deliver a
"The demand for premium TV content on online chan- seamless viewing experience. It also helps make mon-
nels has also increased due to the popularity of live ey from it and creates an effective business model
global sporting events," said Frost & Sullivan Digital Me- around online video consumption and delivery.
dia Industry Manager Hiral Jasani. "This has highlighted
the need to identify real-time consumption behavior and OVA solution providers help analyze and understand all
measure the effectiveness of online video and online aspects of a video - how it is played, on which device,
video advertising by adopting sophisticated OVA solu- by whom, and at what time. The metrics are gathered
tions." and examined to help end users comprehend viewing
behavior, patterns, preferences, and consumption con-
Besides, when compared to other mediums, online vid- version rates.
eo is able to drive more traffic and engage more view-
ers. However, the lack of standardization of measure- Hence, in the coming years, publishers will widely
ment metrics offered by OVA platforms, coupled with adopt the programmatic advertising approach, giving
the diversity of devices and video formats, has led to rise to larger ad inventories and driving the need for
confusion in the market and prevented these solutions OVA solutions.
from going mainstream.
For complimentary access to more information on this
research, please visit: http://bit.ly/1Bd4mHP ◊

8 Asian eMarketing March 2015 - Video Advertising By MediaBUZZ