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?