Comments on: 3 Up-and-Coming Video Analytics Startups

By: ginger’s thoughts » Video Metrics: an emerging industry category

ginger’s thoughts » Video Metrics: an emerging industry category — Mon, 29 Jun 2009 01:34:06 +0000

[...] number of players in the field is still small and FAIK we are the only Australians to offer these [...]

By: Mark Rotblat, TubeMogul

Mark Rotblat, TubeMogul — Fri, 07 Mar 2008 02:26:49 +0000

JohnM and JohnnyBoyD,
We at TubeMogul have had a few issues in the past several weeks, but you’re incorrect to note that it’s an issue with scraping technology. The reality is that our data from video sharing sites is only as good as the data these partners provide us. For example, YouTube stats got funky on us Feb 11, which they were great to point out in an alert on their site (http://youtubestatus.blogspot.com/2008/02/system-alert-video-view-counts-not.html). But other data issues go unannounced. Try going to Yahoo! video, choosing a video, and clicking refresh several times and watch the counter. The views often go up and then back down (this is a known issue and they are working to fix it).

The good news is that everyone recognizes the need for better data, and this is a priority for both the video sharing sites and the analytics providers. It’s also relevant to note that advertisers and agencies are used to much looser data from large, well-established analytics companies, whether it be on clicks or television viewing, and many analytics companies have recently been castigated for inaccuracies.

We recognize the recent data issues in our reporting and have been working closely with our partners to resolve any issues so that as this nascent industry grows, their will be complete confidence in the metrics.

By: Dave

Dave — Thu, 06 Mar 2008 16:13:29 +0000

Patrick – We have been talking a lot internally about providing that feature. We are planing to add it eventually. But since we support all sorts of assets (photos, blogs, music ) and not just videos, it makes it a little more challenging to implement. We are also looking at users feedback to help us decide when and how. So it’s not our top priority now, but it’s up there (your comment just added a +1 vote to it though :-) ).

By: Patrick

Patrick — Thu, 06 Mar 2008 06:48:36 +0000

Dave – Any plans for uploading those videos, photos, blog posts, music, to multiple spots? IF you guys do, that will be HUGE!

By: Dave

Dave — Thu, 06 Mar 2008 05:23:50 +0000

Liz,

Thank you for mentioning Traackr.com.

I wanted to point out a couple of things about Traackr.

We are not providing stats just for videos but also allow our users to track the rest of their digital creations: photos, blog, music ...

And while analytics are a big part of what we do, our goal is to really help content creators better understand who their audience is, offer strategies to improve net influence and help them promote themselves better.

So come visit us and register ... it's free!

By: Manuel Angelini

Manuel Angelini — Thu, 06 Mar 2008 04:19:47 +0000

I have to agree with Loic's last comment. The video analytics universe is quite confusing at the moment for most people. We're seeing segmentation of the industry with different technological and market approaches.

A few years back, you would only rely on logs, which is still good for some technical purposes. But today, more innovative and efficient approaches are using tags and analyzing user behavior.

By: LucasM

LucasM — Thu, 06 Mar 2008 04:05:17 +0000

I don’t think Traackr goes in the same category as TubeMogul or Vidmetrix. They seem more interested in measuring the digital footprint of their users than simply how their videos perform. They call it users’ Social Net Worth. Sounds interesting but I’m not sure what’s behind it. I signed up for an account so I guess I’ll see when my stuff gets on Traackr…

By: Loic Guillard

Loic Guillard — Wed, 05 Mar 2008 23:17:23 +0000

I think we have to inform people about different tools that measure online video or it will become confusing. Like it is for Webanalytics technologies » site centric, server centric (logs), user centric (panels).

Streametrics and Visible Measures analyze online video behavior in terms of time and content consumption. Those two companies develop advanced tracking reports for publishers and advertisers. They track specific interactions within the video (play, pause, skip, rewind, fast-forward, connections, completions, duration, geolocation).

Tubemogul and Traackr as for Vidmetrix (acquired by Visible Measures) are offering a free service that provides a single point for deploying uploads to the top video sharing sites and gives basic analytics on views (play clicked), comments and ratings.

Divinity Metrics "would not disclose ;-)" seems to be more in relation with targeting online audience by positioning brand video across the Web. In other terms knowing from where and who is consuming a certain brand video when it's getting lost over a large amount of Web site.

What do you think?

By: JohnnyBoyD

JohnnyBoyD — Wed, 05 Mar 2008 23:14:29 +0000

First poster is right on their data. It is okay at best. They need to fine tune their scraping technology because half of the time the charts are completely off the wall. If I was a content creator dependent on advertising, there is no way I could rely on that data. Looking forward to the newcomers having more depth.

By: Liz Gannes

Liz Gannes — Wed, 05 Mar 2008 20:40:56 +0000

JohnM --

Hey, it's still part of this space. We are starting to see a split between internal publisher video analytics and external analytics, just like everywhere else. I agree TubeMogul does need to get deeper data, though.

Liz

By: JohnM

JohnM — Wed, 05 Mar 2008 20:20:44 +0000

TubeMogul does not compete with Visible Measures or Omniture and is quite rudimentary for metrics, Its more of a publishing platform:/