Analytics for traditional television broadcasts basically starts and stops with whether or not the TV is turned on.
Online broadcasts, on the other hand, have infinite data at their disposal.
As long as they use the right analytics.
Here are seven ways that you can optimise your videos and engagement with Webtrekk video analytics.
1. Track live streams in real time
Webtrekk lets you analyse your live video streams as they broadcast.
Discover how traffic evolves, and see which channels are driving the most (and least) traffic to the live streams.
If your last live stream had solid Facebook traffic but your current one does not, promote your Facebook post to boost engagement. Or if not many people are streaming from your app, shoot out a push notification to get users involved.
2. Integrate live and on-demand data
Live stream and on-demand video data is 100% compatible with Webtrekk.
Compare referrers, devices, average visit duration, conversion – anything – between your on-demand and live viewers.
Merge your data and get the insights you need in a single report.
3. Player analysis
Track all interactions with your online and in-app video players.
You will know if your users rewind, fast-forward or even switch to a different tab (or app) during a video.
This gives you information that can be used to optimise adverts and marketing. For instance, did engagement lag for videos that had two pre-roll ads instead of one? What about mid-roll ads? In which videos or video category should you implement post-rolls?
You can also use this data to fuel optimised marketing campaigns. Maybe people who have watched at least 75% of a programme category should see a call-to-action to subscribe to a channel. Or maybe people who have watched at least five episodes of a series could be offered a discount for a DVD.
All of that engagement data is available in Webtrekk DMP, where you can create segments to optimise your campaigns.
4. Device analysis
Dissect video performance and analyse patterns that emerge between devices.
Do people finish videos more on tablets than PCs? How do iPads perform versus Galaxy? What is desktop retention compared to mobile?
Such analyses will help you optimise your videos and ads. If conversion rates are higher on, say, iPhones, then you can charge more for iPhone ad placements.
5. Watch your videos in your analytics
Webtrekk Analytics lets you watch your actual videos with engagement data presented directly underneath.
Use a line graph or a heatmap to see in a glance what parts people liked and what parts they didn’t.
This way, instead of knowing simply that video engagement spiked at 2:30, you can see exactly what content appeared at 2:30.
This gives your analysts and your content teams a common framework to work with. Use popular content for trailers in the next episode, and make sure the editorial team knows what your viewers like best.
6. Quartile metrics
You can also analyse engagement with “quartile metrics”, which show you what percent of your viewers engaged with what percent of your videos.
Engagement quartile 0, for instance, shows the number of views/viewers that have a run time of less than 25% of your video. Engagement quartile 25, meanwhile, shows the number of views/viewers that have a run time of more than 25% of video length but less than 50%, and so on.
These metrics let you analyse engagement between different groups. A publisher could place “News” videos next to “Sports” videos in a quartile analysis, and see in a glance how each group performed compared to the other.
7. Consulting and support
Webtrekk will help implement your video analytics to ensure that you get exactly the data you want.
If you have questions about how to gather data, how to optimise your reports or how to turn your insights into automated marketing campaigns, our consultants and support staff are here to help.