WebMetricsGuru » Online Video Measurement

Online Video Measurement

Posted by Marshall on June 27, 2007 | Link It

Reading Online Marketing Blog tonight and Lee Odden mentioned the coverage Jeremiah Owyang was doing yesterday at Searchonomics in San Jose. Several people I know spoke at Searchonomics today including Eric T. Peterson, Bill Hunt and Gary Angel. There was a pretty big roster of speakers for a one day conference and I found several gems that could be useful, depending on the situation.

One interesting study was done on the inconsistency of Online Video Measurement

"..TubeMogul, an innovative company started by two UC Berkeley grads is aiming to help measure online video, they’ve got some interesting technology which lets them measure online video usage.

Graph Below: TubeMogul reports that each Video network counts file usage differently

This report indicates that plays of a video are counted differently by each video network. Depending on the network a video that is played all the way through vs partially may change the way the play was counted.

Looking at the counting methods of each video network…which one do you think best counts the number of plays a video clip has?

For example, AOL Uncut's Video Play numbers must be liberally high since they're counting everything while Yahoo! Video counts just the IP Address once if it's played - so if you play it 5 times in 10 minutes, that still counts as one play (even if you showed it to 5 different friends - Yahoo! Video doesn't care. Interesting.

YouTube, according to the chart above, considers you viewed a video clip hosted on their network if you played the whole clip - I suppose, if you keep on playing the clip all the way through, over and over, you'll generate extra counts - but I haven't tested it.

But like Jeremiah's post points out - there's no agreed upon standard for the measurement of Social Media.

This brings me to my final point for the post - this Online Video Measurement Inconsistency is a perfect place to start for creating a standard on what constitutes a Video Play.

If I watch half of a clip should it count? What about 3/4 of a long clip… doesnt that count for something? Yes and No, depends on the Online Video Network that is streaming the video your watching and what they count as a Video Play.

I had dinner with Gary Angel the other night in New York City and he verbalized exactly what the challenge and opportunity is here … and it's going to be one of the major things my Social Media and Community committee within the Web Analytics Association will accomplish in the next two years of my Directorship - we're going to come up with Standards for what needs to be measured, what it's called and how to measure it and bring it all the major Web Analytics Vendors. BTW, that's Gary Angel and I having dinner and talking about Social Media Measurement in the Online Video below.

Filed in Online Video

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Mark Rotblat

06/28/07 @ 11:14 am

Hi Marshall,
Your final point for the post - creating standards is required - is right in line with our conclusion from our view study. In fact, we’d like to get everyone together from the top sites to get the dialog going. We’d love to talk more with you about the Social Media and Analytics Committee to hear about your plans and join efforts. From our standpoint, we see that video publishers care very much about their viewership across sites (as users, they tell us so) and advertisers care about publishers viewership, too, but say they need the ability to compare.
Mark
mark at tubemogul.com

Anonymous

07/05/07 @ 4:30 am

An interesting product within tracking of videos is Viraltracker

It tracks and shows all results of your viral marketing and member-gets-member campaigns. ViralTracker is able to track online videos, internet commercials, movie trailers or digital music files. ViralTracker shows your viral campaign results per period (hour, day, week) as well as geographically (IP, country, continent). Simple and easy, via your personal micro-website.
(That’s what their website says)

The Net-Savvy Executive

07/26/07 @ 9:08 pm

I’ve seen a lot of discussion of social media measurement lately, and some of the conclusions don’t look anything like what I’ve learned about some of the services out there. If you put some of these posts side-by-side, you might…

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