Website Analytics July 22nd, 2009
With the popularity of video sharing sites like YouTube, Google Video, Dailymotion, Metacafe skyrocketing, online video marketing has become an indispensable part of any search engine marketing strategy. Video marketing was not paid much attention to previously by most marketers but the recently changed scenario has meant that marketing by sharing videos has found its place among the tricks of the online trade. Indeed, we are seeing a rise in the amount viral visits to client sites simply because video is more accessible today. Thanks to higher bandwidth and the rise of video sharing sites online video has suddenly made its presence known.
So we need to begin measuring the effectiveness of online video now.
Video analytics just like web analytics involves many metrics that can be measured. But very few realize this. For many, video submission strategy is just creating a user login and upload their file/files to these video sharing sites and then moving on. Most people do not pay any attention in getting the analytical information such as how many views occurred, ratings, comments or traffic source by geographic area.
These metrics provide valuable information that can be a strong weapon to your online video marketing arsenal. Video metrics will track a wide range of factors without even delving into Google Analytics:
How many views – Shows the number of viewers for your video.
Viewing time – time spent by the visitors.
Demographics – Offers some idea of gender views by way of male and female visitor statistics.
Popularity – Tracks the popularity of your video based on ratings, commenting and other interactions.
Traffic Patterns – Reveals the geographic location/region from which the visitors sourced.
Overall, these metrics contribute an accurate analysis of what exactly is going on in the viewing of a video.
Tools which provide a varying degree of video measurement are online, but YouTube Insight and TubeMogul are the best ones for tracking multi-faceted aspects of video analytics. Insight is YouTube’s version of video analytics launched last year providing statistics of some key areas associated with the video exposure. Insight gives you a comprehensive report covering views, demographics, popularity, stats from various regions and more.
Check out this video to learn more:
You can view the tracking records for a particular period and traffic pattern by geographic region by choosing the required tabs. Besides, it shows metrics of all the videos uploaded by the same user.
TubeMogul is a service which offers video analytics for over 20 video sharing sites. It allows you to upload videos and generate analytics reports for the videos you had uploaded to the their partner sites. With TubeMogul you can distribute your video to other uploading sites with a single upload. For producing analytics report you need to enter your video link URL, and it takes a day to get this report. These reports let you know who really is watching all of that video online and from where these watchers are coming from, which helps you analyze video analytics data. Here is a sample report from TubeMogul.
There is no doubt that the tools available for video analytics allows you go deep and discover useful statistical data. They contribute to more accurate analysis of the visitor data and arm the online marketer with relevant information. Based on this information the online marketing department can make wise decisions, improve the site search engine strategy and build a strong video marketing strategy for him or his client. And there is a growing trend among other video sites to take on tools like this for online video marketers.
Think video isn’t here to stay? Think again!