Akamai Media Analytics: Driving Engagement

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Akamai Media Analytics: Driving Engagement. Girish Bettadpur , Sr Product Manager Emily Glass, Sr Product Marketing Manager. 2011: The Hyper c onnected World. 40% adult Americans own smartphones, 5% tablets 2. ?. 86% of US Internet audience watched online video 1. - PowerPoint PPT Presentation

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Akamai Media Analytics: Driving EngagementGirish Bettadpur, Sr Product ManagerEmily Glass, Sr Product Marketing ManagerAkamai Confidential2011 AkamaiWe make the Internet work for you12011: The Hyperconnected World86% of US Internet audience watched online video1 1ComScore August 2011 data, 2Nielsen , 3Akamai

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40% adult Americans own smartphones, 5% tablets2

Royal Wedding: 1.73M simultaneous streams3Akamai Confidential2011 AkamaiWe make the Internet work for you2

What is Engagement?: Emotional involvement or commitment: To occupy the attention or efforts of

Akamai Confidential2011 AkamaiWe make the Internet work for you3How does the Industry Measure Video Engagement?142.6MUnique Viewers178MJune 2011NielsenComScoreTotal Streams14.5BStreams6.2BSessionsHours per Viewer4.516.8Akamai Confidential2011 AkamaiWe make the Internet work for you4How Do You Measure Engagement?

http://xkcd.com/523/

Data is powerful - Context is critical

Akamai Confidential2011 AkamaiWe make the Internet work for you5Drivers of EngagementBits per month% of premium content to CE Devices

World Population6,928,198,253 (est.)

Akamai Confidential2011 AkamaiWe make the Internet work for you6Drivers of Engagement You Can ControlCONTENTPACKAGINGQUALITY

Akamai Confidential2011 AkamaiWe make the Internet work for you7Akamai Media AnalyticsAudience AnalyticsContent usage, viewership, and quality reports and dashboardsQuality of Service MonitorReal-time visibility into performanceCross-platform support

Live, VOD, and 24x7 streams

Akamai Confidential2011 AkamaiWe make the Internet work for you8Engagement Case StudyAkamai Confidential2011 AkamaiWe make the Internet work for youEngagement Case StudyUsing Media Analytics:We looked at range of Media publisher data on our networkAnalyzed over 30M viewers, 75M plays, 100 titlesSliced by content, packaging and qualityFocused on video on-demand contentSupplemented with IDC data from live events study for qualityAkamai Confidential2011 AkamaiWe make the Internet work for youDoes New Content drive viewer engagement?VisitsViewers49%56%40%Plays19%Play DurationAkamai Confidential2011 AkamaiWe make the Internet work for you11Advertising Placement & AbandonmentWhere do ads typically appear?Pre-RollContentMid-RollContentPost-RollPre-Rolls drove 80% of ad abandons25%74%1%Ad Starts:Akamai Confidential2011 AkamaiWe make the Internet work for you12Advertising Abandonment by Content LengthAkamai Confidential2011 AkamaiWe make the Internet work for you13Quality Drives Engagement(Correlation Coefficient)Correlation Between Session Time and Playback Bit Rates for Cases Up to the Optimal Bit Rate Threshold for Each EventSource: Akamai Data++500 kbps=10% longer engagementAkamai Confidential2011 AkamaiWe make the Internet work for you14SummaryView into Content, Packaging & Quality

Gain Insights into Audience behavior

Drive DecisionsAkamai Confidential2011 AkamaiWe make the Internet work for you15Product DemoAkamai Confidential2011 AkamaiWe make the Internet work for youProduct RoadmapAkamai Confidential2011 AkamaiWe make the Internet work for youQ2 12Q3 12Q4 11Q1 12Media Analytics Roadmap SummaryQ4 12V4.2Focus on LIVE events Ease of useDiagnostic ToolsSupport for new business modelsV4.3Continuous innovation: connected device supportSelf-healing abilitiesViewer-level insightsV4.4Akamai Confidential2011 AkamaiWe make the Internet work for you18Thank YouAkamai Confidential2011 AkamaiWe make the Internet work for youInsight: Content Popularity varies by Geo, and genreAkamai Confidential2011 AkamaiWe make the Internet work for you20Insight: Ad Targeting Works3XAd was targeted at Mid West Audience 3X the average2.5XAd was targeted at West Region Audience 2.5X the average1.5XSouth Region Abandoned at 1.5X the West Region Audience-South and Mid West had the same Abandonment RateAkamai Confidential2011 AkamaiWe make the Internet work for you21Insight: Loyal Viewers wait twice as long for video to start8XDifference in Startup Abandonment as Startup Time goes up from 2s to 3s97%Abandonment Rate when Startup Time goes beyond 10s3sTime that loyal viewers are willing to wait for video to startAkamai Confidential2011 AkamaiWe make the Internet work for you22Insight: Buffering Sensitivity is not constant% of Total PlaysRebufferingLESSMOREAVERAGE 100Indicates average rebuffering for top 3 categories (1.6s per minute of play time)Akamai Confidential2011 AkamaiWe make the Internet work for you23Insight: Abandonment rates vary by Ad Type16%Ad Abandonment Rate for Top 2 Ad Types5%Ad Abandonment Rate for remaining Ad Types2XPre Roll percent higher than average for Top 2 Ad TypesAkamai Confidential2011 AkamaiWe make the Internet work for you24Insight: Buffering Sensitivity is not constantLESSMOREAVERAGE RebufferingDAYTIMEDRAMACOMEDY50%Comedy and Drama viewers are 50% more sensitive to rebuffering than Daytime show viewersAkamai Confidential2011 AkamaiWe make the Internet work for you25But Performance Has Never Been More ImportantRebuffering is the number 1 cause of decreased viewing times

(Correlation Coefficient)Correlation Between Session Time and Rebuffering Events per HourSource: Akamai Data, 2010Akamai Confidential2011 AkamaiWe make the Internet work for you26Insight: Ad Density Tolerance Levels should be monitored25%Portion of Ad Starts that were Pre Rolls80%Pre-rolls are driving 80% of the ad abandonsAkamai Confidential2011 AkamaiWe make the Internet work for you27Roadmap SummarySupport for subscription and hybrid ad+subscription modelsSupport for automated insights and recommendations so you can drill down from insights to dataDiagnostic features that will not only help find problems but isolate them quickly with easy to use decision tree like constructsSupport for data collection across all devices??advertsAkamai Confidential2011 AkamaiWe make the Internet work for youChart1-0.025-0.05-0.05-0.21-0.23-0.13

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Sheet1Series 1Sports Event C-0.025Sports Event B-0.05Sports Event A-0.05Soccer C-0.21Soccer B-0.23Soccer A-0.13To resize chart data range, drag lower right corner of range.

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