With an eye on the increasing popularity of video as a marketing platform for both content and advertising, Adobe has launched a new video analytics offering focused on providing marketers with new and improved measurement for both.
Adobe Analytics for Video gives marketers measurement tools to gauge and illustrate video performance, which is becoming increasingly important as video has evolved into a major platform for marketers – especially in the mobile space.
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“As video measurement grows increasingly important for marketers to drive major decisions, the significance of these metrics comes into focus daily,” Chris Wareham, senior director of product management for Adobe’s Analytics Solution, wrote in this blog post. “The ability to obtain data such as time spent, ad performance, device, geography, bounce rates, impressions and more is now a crucial piece of the pie.”
The solution focuses on detailed data on how audiences engage with video content and advertising. According to Adobe, the new video analytics model measures engagement with “heartbeats” that are pinged every 10 seconds during a video playback. The initial start server call goes to Adobe Analytics, but the heartbeats are sent to a new processing layer that aggregates the data until the viewer stops engaging.
“When the viewing session is complete, a second and final server call is sent to the Adobe Analytics platform to complete the playback data set,” Wareham wrote. “The 10-second heartbeat measurement eliminates the blind spot and offers a much more thorough view of how content is being consumed.”
This focus on video stream data gives marketers new insight on how viewers are engaging with video content and ads that goes beyond traditional stop and start metrics.
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“Moving away from simply monitoring milestones based on server calls, streams not only provide brands standardization across video performance metrics (such as video, ads, segments and quality of experience) but also provide deeper insights into media consumption,” Wareham wrote.