Page 21 - index
P. 21
BEST PRACTICES & STRATEGIES
And here are the analytics that marketers should also Top Traffic Sources - View lists of the top referring
consider: sites to your video, the number of views and minutes
viewed, and the percentage of your account’s total
Video Analytics Metric 2.0 views.
Video analytics can go much deeper than plays and Adaptive Bitrate - Most marketers usually are una-
engagement score. For starters, Brightcove’s cloud ware of this but creating multi-bitrate streaming fea-
based online video platform, Video Cloud, tracks all ture improves a viewer's experience by delivering vid-
kinds of video analytics metrics across devices, destina- eos with the resolution and bit rate that best matches
tion and geography to measure interest, interaction and the viewer's connection speed. With video analytics,
engagement. Video Cloud is also integrated with most marketers can drill down to see which renditions of
of the major marketing automation platforms in order to the videos were viewed the most and spot patterns
provide marketers a view of video engagement levels at across countries.
an individual tier. Video Cloud can provide marketers
with granular level of detail - who specifically clicked, Interactive Video Cues - Use interactive cue points
how they accessed the video, how many times they within videos to gain insights into a buyer’s clickability
viewed it and how much of it they watched. Here are with the content and clues into the buyer’s interaction.
some of the criteria that deep dive into measuring video Examples of such interactivity include calls-to-action
content performance: on the page, custom end screens, lead forms and
related links.
Geographic Viewership Data - Launched a cam-
paign in India but unsure which cities or states are Segmenting leads - Relevant content targeted at the
generating the most amount of views? Video analytics right consumer engages prospects more effectively.
can provide useful insights into a selected country with Therefore, the better the segmentation, the better the
drilled down details by geography, region/state, and/or marketer’s ability to drive the next step in the custom-
city. er's’ journey. To segment viewers based on video
views, marketers can set up the following triggers:
Unique Viewers - What are the total number of
unique video views during a particular time span, or Automatically send emails based on percentage of
the average, max and total unique viewers and video watched, which page video was watched on,
minutes per day. Drill down in the views metrics to and type of video watched
learn when customers are most likely to view new vid- Segment email campaigns based on whether a
eos, the regions with the strongest viewership, and contact watches a video or not
which videos resonate best or does not resonate with
the viewer. Segment and personalize video content based on
data provided from a CRM or form submission
Error Monitoring - You can measure performance by
tracking the rate of buffering or failure to play video Marketers can build out segmentation rules and apply-
error rates. This is what we determine as the quality of ing them to nurture tracks, start to group and build
the video stream. themes around the content. To make the nurture and
segmentation as effective as possible, carefully ob-
Browser and OS Trends - Which browsers are being serve the viewer's behavior using your video and mar-
used to watch video and what is the duration of the keting automation data, and make tweaks to your strat-
video watched across browsers? Which OS are most egy as you gain more behavioral information and evalu-
frequently used to watch your video, what is the length ate campaign results.
of video completion across all OS and determine if a
video drops off more often for some browsers and OS By going beyond metrics such as clicks and views,
than others. marketers can get the full picture and gain impactful
insights into content performance and viewer experi-
Video Engagement - Determine how long viewers ence data. Video metrics are one of the most useful
watched each video, with percentage of views that tools for marketers to determine the value of their cam-
reached the 50%, 75% and 100% completion mark. It paigns. By using video’s deep analytics, marketers can
is often said that the longer the video, the shorter the go beyond mere views and clicks, and truly change the
audience retention. But it depends on the nature of the conversation from “budget” to “ROI” and ROI is where
content. If it’s a video ad, best practice is less than 15 marketers truly shines. ◊
seconds. If it’s a product demo video, the length can
be anywhere between 3 minutes to 15 minutes, de-
pending on the complexity of the content served. By Antoine Bouchacourt,
Regional Sales Manager,
Top Domains - Track video players embedded on
your site and other locations. The Top Domains report Brightcove
lists the top 1,000 domains that host your players, the
number of video views, and minutes and percent of
total views for that domain.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
And here are the analytics that marketers should also Top Traffic Sources - View lists of the top referring
consider: sites to your video, the number of views and minutes
viewed, and the percentage of your account’s total
Video Analytics Metric 2.0 views.
Video analytics can go much deeper than plays and Adaptive Bitrate - Most marketers usually are una-
engagement score. For starters, Brightcove’s cloud ware of this but creating multi-bitrate streaming fea-
based online video platform, Video Cloud, tracks all ture improves a viewer's experience by delivering vid-
kinds of video analytics metrics across devices, destina- eos with the resolution and bit rate that best matches
tion and geography to measure interest, interaction and the viewer's connection speed. With video analytics,
engagement. Video Cloud is also integrated with most marketers can drill down to see which renditions of
of the major marketing automation platforms in order to the videos were viewed the most and spot patterns
provide marketers a view of video engagement levels at across countries.
an individual tier. Video Cloud can provide marketers
with granular level of detail - who specifically clicked, Interactive Video Cues - Use interactive cue points
how they accessed the video, how many times they within videos to gain insights into a buyer’s clickability
viewed it and how much of it they watched. Here are with the content and clues into the buyer’s interaction.
some of the criteria that deep dive into measuring video Examples of such interactivity include calls-to-action
content performance: on the page, custom end screens, lead forms and
related links.
Geographic Viewership Data - Launched a cam-
paign in India but unsure which cities or states are Segmenting leads - Relevant content targeted at the
generating the most amount of views? Video analytics right consumer engages prospects more effectively.
can provide useful insights into a selected country with Therefore, the better the segmentation, the better the
drilled down details by geography, region/state, and/or marketer’s ability to drive the next step in the custom-
city. er's’ journey. To segment viewers based on video
views, marketers can set up the following triggers:
Unique Viewers - What are the total number of
unique video views during a particular time span, or Automatically send emails based on percentage of
the average, max and total unique viewers and video watched, which page video was watched on,
minutes per day. Drill down in the views metrics to and type of video watched
learn when customers are most likely to view new vid- Segment email campaigns based on whether a
eos, the regions with the strongest viewership, and contact watches a video or not
which videos resonate best or does not resonate with
the viewer. Segment and personalize video content based on
data provided from a CRM or form submission
Error Monitoring - You can measure performance by
tracking the rate of buffering or failure to play video Marketers can build out segmentation rules and apply-
error rates. This is what we determine as the quality of ing them to nurture tracks, start to group and build
the video stream. themes around the content. To make the nurture and
segmentation as effective as possible, carefully ob-
Browser and OS Trends - Which browsers are being serve the viewer's behavior using your video and mar-
used to watch video and what is the duration of the keting automation data, and make tweaks to your strat-
video watched across browsers? Which OS are most egy as you gain more behavioral information and evalu-
frequently used to watch your video, what is the length ate campaign results.
of video completion across all OS and determine if a
video drops off more often for some browsers and OS By going beyond metrics such as clicks and views,
than others. marketers can get the full picture and gain impactful
insights into content performance and viewer experi-
Video Engagement - Determine how long viewers ence data. Video metrics are one of the most useful
watched each video, with percentage of views that tools for marketers to determine the value of their cam-
reached the 50%, 75% and 100% completion mark. It paigns. By using video’s deep analytics, marketers can
is often said that the longer the video, the shorter the go beyond mere views and clicks, and truly change the
audience retention. But it depends on the nature of the conversation from “budget” to “ROI” and ROI is where
content. If it’s a video ad, best practice is less than 15 marketers truly shines. ◊
seconds. If it’s a product demo video, the length can
be anywhere between 3 minutes to 15 minutes, de-
pending on the complexity of the content served. By Antoine Bouchacourt,
Regional Sales Manager,
Top Domains - Track video players embedded on
your site and other locations. The Top Domains report Brightcove
lists the top 1,000 domains that host your players, the
number of video views, and minutes and percent of
total views for that domain.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
