Guido Hettema (Akamai) @ Cross Media Café:'Online Video'
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Slides van: Guido Hettema (Akamai) Event: Cross Media Café 'Online video' Datum: 9 december 2014 Meer informatie vind u op de site:http://immovator.nl/agenda/cross-media-cafe-geld-verdienen-met-online-video
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Guido Hettema (Akamai) @ Cross Media Café:'Online Video'
- 1. Media Analytics Guido Hettema
- 2. ©2014 AKAMAI | FASTER FORWARDTM 130122 Trends Driving Video Audience Behavior Watched video online on a computer 84% • Premium content moving online • Shift to mobile Watched video online on a mobile device 74% Source: Nielsen Global Survey of Multi-Screen Media Usage, Q3, 2012 * As Reported by online consumers http://blog.nielsen.com/nielsenwire/global/global-report-multi-screen-media-usage/
- 3. ©2014 AKAMAI | FASTER FORWARDTM What is Media Analytics? Designed specifically to track video analytics and display trends and insights Viewer on Connected Device Media Analytics Viewer on Computer Viewer in Living Room (Television) Up to 60 days of activity history Detailed Connection, Activity, and Quality Summaries Visual representation of activity quality for an individual user Viewer Diagnostics Monitor operations in real time Troubleshoot, isolate problems, and resolve technical issues proactively Instant visibility into performance QoS Monitor Content Usage Statistics Viewer & Activity Summaries Audience trends & detailed behavioral analytics Quality Reports & Dashboards Audience Analytics
- 4. CONTENT PACKAGING QUALITY ©2014 AKAMAI | FASTER FORWARDTM Key Drivers for Success with Audience Engagement What format is best suited to your online audience and content, (audio, video)? What devices or sites is the content available to? Is your content ad-supported, if so which types of ads are being inserted? Are there any quality issues hindering your audience’s viewing experience?
- 5. ©2014 AKAMAI | FASTER FORWARDTM 130122 Audience Analytics – Sample Ad Engagement Data 43% Pre Roll Mid Roll Post Roll 97% 100% 92% 57% % Ad Plays 2% 0% 4% 0% 2% 0% 4% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Episodic TV News Religious Sports 11% Ad Abandonment Rate Pre Roll Mid Roll Post Roll 4% 3% 17% 1% 6% 0% 2% 26% 86% 0% 25% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Episodic TV News Religious Sports 10.0 8.0 6.0 4.0 2.0 - Episodic TV News Religious Sports 9.7 5.3 0.1 11.8 Ads per Play 6.7 Average Ads Viewers Watched per Play Pre Rolls drive 3X the abandonment for Sports over other categories 3X Pre Roll Abandonment is 4X Mid Roll Abandonment 4X
- 6. ©2014 AKAMAI | FASTER FORWARDTM 130122 QoS – Sample Startup Time Data 3% Startup Abandonment Episodic TV News Religious Retail Sports 9% 42% 71% 1% 1% 9% 55% 1% 0% 3% 34% 3% 1% 20% 66% 5% 30% 71% 84% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% < 2s 2-5s 5-10s 10+s Abandonment rises 5X 5X over 2s startup time per minute for Sports content 1.6X Startup time drives 1.6X the abandonment for Sports content over the other categories
- 7. ©2014 AKAMAI | FASTER FORWARDTM 130122 QoS – Sample Rebuffering Data 0% 3% Rebuffer Abandonment Episodic TV News Religious Retail Sports 10% 12% 14% 20% 34% 0% 2% 26% 34% 44% 54% 66% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 secs < 2 secs 2-5 secs 5-10 secs 10-20 secs 20-30 secs > 30 secs 13X Abandonment rises 13X over 2s rebuffer time per minute for News content 3X Rebuffers drive 3X the abandonment for News content over the other categories
- 8. Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks. ©2014 AKAMAI | FASTER FORWARDTM Akamai is in the Heart of Analytics Video is increasingly becoming the dominant media being served over the Internet and Akamai is at the heart of capturing analytics.
Editor's Notes
- Welkom, mijn vader zei altijd, meten is weten. Oude wijzheid welke vooral in de wereld van monetizing online video goud waard is.
- According to Nielsen’s global survey of multi-screen media usage, watching video content on computers has become just as common as watching video content on television among online consumers. More than 80 percent of Internet respondents in 56 countries reported watching video content at home on a computer (84%) or on TV (83%) at least once a month. Wij zien hier dat het verschil tussen TV en Internet kijkers nagenoeg gelijk is. De verschuiving naar de digitale mobiele wereld. 30% kijkt al meer dan 1 x per dag een online video.
- Meten is weten zoals ik al zei. Inzicht in gebuirkers hen gedrag, de kwaliteit of service impacting performance en kijkers analysesis is van kritiek belang binnen media bedrijven. Begrijp je publiek. Wanneer haken zij af, hoe is de kwaliteit, waar zit mijn groep kijkers, welke video is populair, relevantie zaken om te bepalen waar je investeringen doet om je roi te garanderen en nieuwe projecten succesvol te starten. Audience analytics: content gerelateerde stats – kijkers en hen activiteiten, trends en gebruiks analyses Viewer diagnostics, tot 60 dagen terug in de tijd omgedetaileerde information te bekijken van connecties, acties en kwaliteit metingen, dit alles kan visueel nagebootst worden QOSM: real time monitor bij live events. Goed om probleem analyse te maken en technische problemen meteen op te aan te pakken. Understanding audience behavior, the quality of service impacting performance, and viewer level diagnostics for live and on-demand digital media offerings is critical for media companies. This insight addresses the many issues businesses face including maximizing monetization, optimizing product portfolios, prioritizing marketing efforts, managing distribution strategies, addressing rights holder requirements, monitoring quality and allocating costs. Content publishers require a video analytics solution that addresses these intelligence necessary to grow their business l To meet the needs of the different user personas and answer the three key questions, we have built three different interfaces on the same data: Reporting & analytics that for usage and behavioral analytics Monitoring to know how well Akamai did when you used them Viewer or individual diagnostics to help you look at performance and behavior at an individual level – this is the module that we are launching with the 5.0 version of Analytics This analytics platform can ingest data from any data source, process voluminous amounts of information in real time, and it provides insightful interfaces to this data The platform can be quickly and easily customized for new and different use cases as we proved with Security Monitor. From concept to go to market for 3 months. And now we are in conversation to extend the reporting & analytics as well as the individual diagnostics features to provide an attack forensics type feature for that group.
- Dankzij 15 jaar ervaring in het landschap van media en Entertainment hebben wij 3 key maatstaven gevonden die bepalend zijn voor audience engagement en business growth. 1. We hebben het hier over alles omtrent de actuele media files (audio.video). Dit wordt bepaald tijdens productie/editing (bijvoorbeeld format/codec beslissingen). 2. Hoe presenteer je de content, waar stop je reclames in en op welk moment. Welke reclames gebruik je voor welke doelgroep. 3. Kwaliteit is in dit geval aan de afspeelzijde. Krijgt de gebruiker de optimale ervaring die hij of zij verwacht? Due to our experience with media publishers over 15 years, we discovered that there are three key drivers of audience engagement that you can monitor and control to change how your audience behaves effecting your business growth: Content. That is, everything about the actual media, whether it is audio or video. This has to do with the content production and editorial decisions being made: for example what format is best suited to your online audience? Packaging. That is, how you present the content to your audience. Is it ad-supported, and if so, how many and which types of ads are being inserted? What devices or sites is the content available to? Quality of playback. That is, are there any quality issues impeding your audience from experiencing the best quality content experience when and how they want it? And this is the really the essence of tracking audience engagement. Measuring how content, packaging and quality impact your audience will provide insights that can help you grow your business.
- Heleboel bedrijven bieden online content aan, maar vervolgens weten heleboel bedrijven niet wat het effect ervan is en wat de kjiker ervaart Kort wat zaken die inzicht geven in waar Media Analytics je kan helpen met observaties zoals: Gemiddeld aantal kijkers van een Advertentie Abandonment rate of pre en post roll En impact per ingestelde categore. Voor een grote amerikaanse broadcaster In dit voorbeeld zien wij - 6.7 reclames per play worden bekeken. 4x zo veel kijkers haken af bij preroll dan bij midroll. En bij oa de categorie sport is het kijkgedrag 3x zo groot dan bij andere categoriem . Part of the value proposition of this tool is that you can make analytical observations about your viewers behavior such as: The Average Ads Viewers Watched Per Play The abandonment rates of a pre-roll vs. a mid-roll Which categories are effected by abandonment over others. In this example it’s: 6.7 is the Average Ads Viewers Watched Per Play 4X is Pre Roll Abandonment is 4X Mid Roll Abandonment 3X Pre Rolls drive 3X the abandonment for Sports over other categories. These stats can be calculated from existing reports or have reports built around them. (Ads Viewers Watched on Average Per Play (9.7 + 5.3 + 0 + 11.8 / 4 = 6.7))
- Dit is ook iets wat bekend is in de ecommerce industry Kijk wat er gebeurd na 2 seconden startup tijd… Hoe enorm je kijkverlies is geworden. Ook dit kan je weer onderverdelen in categorien Belangrijke data voor je business en het waarborgen van reclame inkomsten en kijkers loyaliteit. In this chart, you’ll find Start-up Abandonment rate which greatly influence audience perception and likelihood of coming back. In this example, you’ll see that: Abandonment rates increase by 5X after a 2 second start-up time for sports content in gray Also unlike the other categories, for sports, additional delays in start-up time adds 1.6X more in abandonment
- Hier hetzelfde als net maar interessant om te zien dat bij rebufferingen kennelijk de nieuwskijkers sneller weggaan dan eerder sport kijkers. Interessante materie voor het juist aanpassen van reclame strategie. In this chart, you’ll find Rebuffer Abandonment rate which also greatly effect audience perception and engagement. In this example, you’ll see that: Abandonment rates increase by 13X after a 2 second rebuffer time for news content in green Rebuffering is causing 3X the abandonment rate for news content compared to other categories – one can deduce that people expect to see their breaking news content quickly, otherwise, they will abandon to another news site to get their story, where as they might be more tolerant/patient with other types of content
- Traditioneel TV naar internet Computer to Mobile Meer en hogere kwaliteit content online Advertisement Strategy moet aangepast worden.