In between we all know that online video requires a new approach regarding key performance indicators.
To measure …
To measure and analyze how video content is consumed you have to check on engagement, consumption and how viewers interact with their content.
For an overview on the most established performance indicators, let’s check on the statistics Streametrics’ Vstat offers us:
- Active Video Sessions
- Videos Being Watched Right Now
- In Streams | Out Streams
- Access [referrers, auto-referrer, partners, direct, search engines]
- Video – Entries | Video – Exits
- Number of unique videos
- Connections
- Completions
- Completion rate
- Unique viewers
- Returning viewers
- New viewers
- Number of video sessions
- Total time (viewing)
- Average Time by Viewer
- Average Time by Video
- Average Video by Viewers
- Average Video by Session
- Video Audience Rates from 0% to 100%
- Geolocalization [countries, regions, cities]
- Organizations
- Internet Providers
And now
And now, after all this is listed, let’s see what Jaffer Ali, CEO of Vidsense, thinks of metrics [as written @ Chiefmarketer a few days ago]:
“For my money and hopefully yours, results are better measured by the true end user —the advertiser—in terms of quality, not quantity. Who cares how many millions of impressions are generated if the message falls on deaf ears?” [...]
“The explosive emergence of online video offers us a fresh opportunity to take up the gauntlet thrown down years ago by Turner and put the quality horse before the quantity cart once again.” [...]
“I propose a simple new term to describe the online marketing experience, one that is increasingly video-driven: Value Per Engagement (VPE), which is not a metric per se. VPE describes whatever litany of metrics such as duration, customer satisfaction and conversion an advertiser might deploy in any given campaign to determine the quality of the engagement.
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The online video market is hot - blast it!
Posted by johnsonlab 
