Written by: Roshan Dwivedi
Content security, top notch content delivery network, viral social presence and original programming; probably everything you would ever want to rock at the video streaming business. But what about ‘knowing’ what works and what doesn’t? How do you chalk out a ROI strategy? How do you know who to target with the new sci-fi show you just licensed? Or the art film you just got suggested?
As any good marketer knows, creating and sharing content is only part of the battle. The final key to an effective video marketing strategy is creation and analysis of reports through integrated analytics. Most analytics tools today measure video with two key classes of metrics.
MOS: The tried-and-tested ‘Mean Opinion Score’ (MOS) method of determining the audience’s opinion of the broadcast either through votes or feedback programs is the most visible form of engagement tracking.
Duration: Average play time per device, usage session, platform and household are the go-to metrics for making play duration based analysis for video assets.
Geographical: Reporting based on geographical location of the viewer.
Time Span: Reporting based on minute, hour, day, week, month and year of broadcast.
Operational: Subscription, initiation of signup or order and download can be tracked with this set of operations based metrics.
Profile: Viewing device type and subscriber details can be tracked through this metric.
Startup: Video start time, video start failures and the number of users leaving in the middle of a session are key to detecting flaws in quality of experience (QoE) and quality of service (QoS) in the stream.
Playback: Rebuffering time, rate ratio and the stutter, average bitrates, frame rate (played/dropped/encoded) and playback errors are important while assessing the QoS of a stream, the streaming platform’s architecture and the delivery network.
Video marketing strategy is a continuous process. You want to keep testing and you want to keep analyzing. It’s not something that you’re going to figure out overnight. Try posting at different times of the day, different days of the week, and so on; assess the effectiveness of each strategy and proceed based on what’s working and what isn’t.
One other thing when it comes to analytics is that if you have the availability to see how people are getting to your video, whether it’s through keywords or whether they’re watching on other sites, that’s huge. You can really take advantage of that. If, say, XYZ blog is posting your video and you’re getting thousands of views and people sharing it, then you want to make sure you’re partnering up with that blog and working and producing more videos similar to the one you did. The metrics are huge and they’re what will help you create future content and improve your video marketing efforts going forward. In fact, it’s become such an instrumental part of VOD revenue cycle today that a VoD platform just can’t do without an integrated analytics tool.
At Muvi, we got you the best-in-class Video On Demand platform with an integrated analytics support to help you skim through the big data, exercise metrics and help decision making for your video streaming business. Now you can access you dashboard and in the matter of a few clicks, see the exact number of initiated sessions, subscriptions, cancellations and many other key metrics. The in-built report maker now helps you prepare an exhaustive usage report in seconds!
Signup for a 14-Days FREE trial right now and take a test drive of the one of a kind VoD Platform builder with integrated analytics support and maximize your content’s potential with custom revenue models.
With Muvi, the growth story never halts, never stops.