Digital video isn’t the next big thing: it’s already here. As people continue to consume content where they want, when they want (TV Everywhere, or TVE, video viewing grew 107 percent between 2015 and 2016), it’s clear that optimizing and analyzing this experience is a must for any publisher or programmer. And with one of the largest broadcasting conferences, IBC, around the corner, Adobe is thrilled to announce our newest video analytics release, providing new and improved measurement for both content and ads.
Measurement is one of the major friction points when it comes to television consumption across devices. While traditional television ratings are a longstanding institution, and the foundation for major decisions for everything from programming to ad buys, the digital transformation currently happening simply wouldn’t be possible without standardized metrics. As video measurement grows increasingly important for marketers to drive major decisions, the significance of these metrics comes into focus daily. 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.
Adobe Analytics for Video offers brands a variety of benefits, including:
- Lighter, simpler implementation: Implementations are 50–60 percent faster than before.
- Greater flexibility: The SDK is much more flexible with respect to how the API calls are triggered.
- Streamlined configuration: Enjoy easier control as all API calls are centralized in one place.
- Error state recovery: Adobe’s Video Heartbeat Library keeps track of the current state of the playback and can automatically ignore any errors that may pop up. For example, if a buffer complete is sent without a previous buffer start, this won’t be included in the report.
Adobe has a strong footprint in the video analytics space, working with 10 out of 10 of the world’s largest media companies, 4 out of 4 of the world’s top broadcasters, 5 out of 5 of the largest cable companies, and 4 out of 5 of the top digital news sites. With more than 100 billion videos measured in 2015, this new measurement model will help marketers more clearly understand video engagement, faster.
One of the biggest challenges broadcasters and programmers face is getting detailed insights into viewing patterns. In the past, brands would pick how many server calls to send in for playback (i.e., every minute, every quarter of the video, or at the halfway mark and ending). While this approach provided insights for many brands, ultimately it presented a problem due to the lack of granularity, and the decision was often based on cost.
Adobe’s video analytics model measures engagement (time spent) with “heartbeats” pinged every 10 seconds during a video playback and/or during a live event. The initial start server call is sent directly into Adobe Analytics; however, all heartbeats are sent to a new processing layer, which aggregates those heartbeats until the viewer ends the session (i.e., completes the video, closes the browser, switches to a new video, etc.). 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. The 10-second heartbeat measurement eliminates the blind spot and offers a much more thorough view of how content is being consumed.
By analyzing video streams, rather than just starts and stops, brands can gain a more complete picture of how content is being consumed. 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. Adobe also provides the ability to democratize video analytics—such as sharing video metrics with syndication partners for greater transparency beyond simply a brand’s properties. Additionally, stream-based measurement is the foundation data required for Adobe Certified Metrics, the standardized digital census data that Nielsen Digital Content Ratings and Federated Analytics require.