Tools emerging to track online video viewers

Several companies hope online videos do what Web analytics did for Web traffic

With recent research reports showing that traffic to YouTube and other online video sites doubled last year, the race is on among companies looking to advertise their wares to that wide audience.

But the potential advertisers also want to be able to measure who is watching the online videos and whether the content is resonating with them. But to date, other than knowing that a user clicked on a video, it has been difficult for online video publishers to determine how effective its content is based on how a user views it.

A whole crop of online video measurement and analytics tools emerged this week at the DEMO 08 conference in Palm Desert, California.

Several companies, including Visible Measures and TubeMogul debuted new technology to gauge the effectiveness of online videos. These firms are trying to maneuver quickly to capture the need for analytics due to the fast-growing use of Internet video. For example, research firm eMarketer projects that by 2011 more than 85% of the US Internet population will watch Internet videos, up from roughly 63% in 2006.

Visible Measures, a start-up focusing on measuring the behavior of Internet users, unveiled VisibleSuite, a tool that measures the in-stream viewing of online videos.

The VisibleSuite technology captures every video interaction in every video from all users, from play to pause to rewind, the company said. As a result, video publishers and advertisers can get exact performance data including how audiences find, interact with and share videos, according to Matt Cutler, the company's vice president of marketing and analytics.

"We specialize in understanding what user behavior is inside the video stream - what happens beyond the click," he said. "We're trying to open up this world of audience interaction that is totally opaque. You need to be able to figure out how well you are connecting with your users so you can monetize and share that with your advertisers."

VisibleSuite is available now as a service; pricing is based on overall video consumption and starts at US$2,000 per month.

For its part, TubeMogul unveiled tools for advanced data analytics, demographic and geographic reporting, video transcoding, scheduled video deployment, and multi-campaign functionality. The tool set, dubbed premium Products, issues reports that aggregate viewership information based on keywords.

Nicholas Robinson of former Walt Disney Co. CEO Michael Eisner's new media production company, Vuguru, said in a statement that TubeMogul's Premium Products provide the most advanced single source of metrics on where, when, and how often videos are viewed on the Web.

TubeMogul Premium Products are available immediately and ranges in price, starting at US$500 per month.

Finally, global online video service WorldTV debuted new technology Wednesday aimed at allowing Web video publishers to track and analyze the habits of their viewers. The new statistics features offer analytics including charts, graphs and tables of viewership totals per day for the past month. geographic viewer location by country, average time spent per viewer, and trends in viewership - new viewers vs. regular viewers

WorldTV, which launched in November, allows users to create their own branded video channels with Flash by aggregating clips from user-generated and video-sharing sites.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Heather Havenstein

Computerworld
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?