engage emea 2010 - video analytics
Post on 14-Jan-2015
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Video AnalyticsStephen Ridd
Session Overview
• Online Video
• What can be tracked
• Flash video tracking
• 3rd Party player video tracking
• HTML5 video tracking
• Webtrends video reporting
Videos are an excellent medium to get a message across to your audience.
Online video can be used for:-Advertisement \ Campaigns-Product demonstrations-Education-Entertainment
But how do we know if we are succeeding in keeping our audience engaged?
Online Video
Online Video
On watching the example video 2 simple but key questions first come to mind:
• How many times has the video been watched ?
• Are viewers watching the video through to completion?
There are many questions…
Online Video
Video Analytics can answer these....
Online Video
Webtrends provides detailed analytics for every major video platform
Video Analytics starts with a tagging or API integration strategy
What can be tracked?
What can be tracked?
Attributes:
•Name•Id•Length•Description•Custom fields (e.g. category, type)
Events:
•Video loads•Video starts•Video progress (25%, 50%, 75%)•Video completes•Video pause•Video seek•Volume change•Ad starts \ completes (pre\post roll)•Ad progress•Replays
While all interactions are capable of being tracked, the following is a list of common key attributes and events.:
FlashEvents captured using ExternalInterface and the Webtrends dcsMultiTrackfunction
dcsMultiTrack• Used to track events which are not normally captured as part of a page load
event• Part of the Webtrends base tag• Creates virtual page view and appears in Pages report (WT.dl)• Picks up all parameters (e.g. META tags) from calling page
Any event in Flash can trigger a dcsMultiTrack call
Many organisations implementing online media are using 3rd party hosted solution to distribute media (e.g. Brightcove).
A swf plugin is used to capture data from the players using the 3rd Party players APIs.
3rd Party Providers
Webtrends can build a customised plugins to meet your tracking needs.
3rd Party ProvidersUses Actionscript together with ExternalInterface , URLRequest and dcsMultiTrack
The plugin checks for the presence of dcsMultiTrack
If not found a direct image request is sent
Any available event listener or attribute can be added to the plugin and tracked
3rd Party ProvidersWebtrends
Reports
Plugin
ViewerActions
HTML5Currently under development (working draft), as the next major revision of the HTML standard.
The HTML5 specification for Video elements contains properties and event handlers that make it easy to track.
HTML5The HTML5 videos are not altered in any way
Does not require any additional files to be hosted.
Events tracked through modification of the base Webtrends JavaScript tag
Uses the WebtrendsdcsMultiTrack function.
Webtrends ReportingWebtrends custom reporting allows you to create the reports you need based on the information you collect.
Questions?
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