Archives de catégorie : Video Marketing

PCC: des débats comme le «cirque» des républicains, redoute un candidat

OTTAWA – Alors que les candidats à la direction du Parti conservateur se bousculent au portillon, l’un de ceux qui songent à se lancer redoute que les débats prennent la même tournure que ceux ayant émaillé les primaires du Parti républicain.

«Ça va être un problème», a lâché mercredi matin en mêlée de presse le député Brad Trost, qui a annoncé en août son intention de briguer la chefferie.

«Certains d’entre nous avons suivi le cirque des primaires (républicaines) aux États-Unis. Alors oui, ça va être difficile», a-t-il poursuivi.

Au plus fort de la course à l’investiture républicaine, ils étaient 17 à se disputer la nomination. Face à cette surabondance de candidats, la chaîne Fox News avait organisé en août deux débats télévisés distincts — un avec les 10 favoris et l’autre avec les sept moins connus.

Le député Trost a offert cette analyse peu avant que son collègue Andrew Scheer n’officialise sa candidature, devenant la sixième personne à se retrouver officiellement sur les blocs de départ après Maxime Bernier, Tony Clement, Kellie Leitch, Michael Chong et Deepak Obhrai.

Il faudra possiblement prévoir plus de place sur scène pour les débats, puisque d’autres sont tentés par l’aventure: les députés Lisa Raitt, Steven Blaney et Erin O’Toole, l’ex-député Pierre Lemieux, l’ancien ministre Chris Alexander ainsi que l’homme d’affaires Kevin O’Leary.

En point de presse à la sortie du caucus conservateur, mercredi, le chef adjoint Denis Lebel a soutenu que la présence de nombreux candidats témoignait de la bonne santé du parti.

Il s’est permis une petite pique à l’endroit du Nouveau Parti démocratique (NPD), où personne n’a encore levé la main pour remplacer Thomas Mulcair, poussé vers la sortie en avril dernier par les militants de son parti.

«Je n’entends pas beaucoup parler des candidats à la chefferie du NPD pendant ce temps-là… Il n’y en a pas alors que nous, on nous dit qu’il y en a trop. J’aime mieux en avoir trop que pas du tout», a raillé le député de Lac-Saint-Jean.

Scheer se lance

Lors de l’annonce officielle de sa candidature, mercredi, Andrew Scheer a dit qu’il percevait lui aussi cette kyrielle de candidatures comme un signe de la vitalité du parti, lançant en souriant qu’il était pour le «libre marché» et un «plus grand choix pour le consommateur».

L’ancien président de la Chambre des communes a fait une démonstration de force en confirmant qu’il se lançait avec 10 membres du caucus derrière lui. Au total, ils sont 17 députés et trois sénateurs à l’appuyer, selon la liste fournie par son équipe de campagne.

Bon nombre d’entre eux sont des représentants de l’aile de droite sociale du parti. Le député Scheer n’a pas nié être opposé à l’avortement, au mariage entre personnes du même sexe et à l’aide médicale à mourir. Mais pour lui, les enjeux ne sont pas des priorités.

Pressé de questions par les journalistes, il a fini par dire que les «débats sur ces enjeux ne seront pas rouverts par un (futur) gouvernement conservateur» dont il serait le premier ministre.

Le député de la Saskatchewan natif d’Ottawa, qui parle couramment français, n’a jusqu’à présent aucun appui en provenance du Québec. Il s’est cependant dit certain d’en rallier à sa cause éventuellement.

Car les Québécois n’aiment pas plus que les gens de l’Ouest le type de gouvernement centralisateur qui est selon lui l’apanage des libéraux, a soutenu le père de cinq enfants qui dit vouloir mener une campagne «profamille».

«Plusieurs m’ont demandé pourquoi j’étais prêt à passer autant de temps loin de mes enfants pour me lancer dans cette aventure. La réponse est simple: je ne peux laisser Justin Trudeau faire à mes enfants ce que son père a fait à ma génération», a lancé M. Scheer.

En sautant dans l’arène avec des appuis représentant près de 20 pour cent de la députation, le député vient sans doute de s’imposer comme un favori dans cette course — un statut qui fera conséquemment de lui une cible de choix pour ses adversaires.

Les premières salves sont venues de son collègue saskatchewanais Brad Trost.

Dans une lettre datée de mardi envoyée au bureau de la chef intérimaire, Rona Ambrose, il a accusé le leader parlementaire adjoint, Chris Warkentin, qui fait selon lui «activement campagne» pour le camp Scheer, de manquer au devoir de neutralité qui vient avec son titre d’officier.

Lorsqu’on lui a demandé si M. Warkentin faisait effectivement campagne pour lui, que ce soit ouvertement ou en coulisses, Andrew Scheer a esquivé la question.

«M. Warkentin n’est pas sur la liste (des gens qui m’appuient). Nous sommes de bons amis (…) En ce moment, les députés qui m’appuient et qui font campagne pour moi sont sur ma liste», s’est-il contenté d’offrir.

Manifestation en Californie après la mort d’un Noir tué par la police

Une manifestation a eu lieu mercredi dans la banlieue de San Diego, au sud-ouest des États-Unis, après la mort d’un homme noir non armé tué par la police.

L’homme – qui aurait souffert de troubles mentaux – a été formellement identifié la police comme Alfred Olango, âgé de 38 ans et résident d’El Cajon, à environ 20 kilomètres de San Diego.

Alfred Olango a été tué dans la nuit de mardi à mercredi à El Cajon, après que la police eut reçu un appel décrivant un homme au comportement erratique au milieu de la circulation routière.

Des dizaines de manifestants ont mercredi défilé dans le calme à El Cajon, bloquant à un moment un croisement et faisant face à des policiers en tenue anti-émeute.

«Ces tueries absurdes doivent cesser, pas juste à El Cajon mais dans tout le pays», a déclaré une militante, Estela De Los Rios.

Selon le chef de la police locale Jeff Davis, Olango a ignoré les directives des agents lui demandant de retirer une main de sa poche. L’un d’entre eux a utilisé un Taser – qui envoie des décharges électriques – tandis qu’un autre a tiré avec son arme à feu.

«À un moment donné, le sujet a sorti rapidement un objet de la poche avant de son pantalon, joint ses mains et les a tendues vite en direction des officiers, prenant ce qui ressemblait à une position de tir», a expliqué M. Davis dans un communiqué.

«L’agent avec l’arme électrique a alors tiré», a-t-il poursuivi, et «simultanément, celui avec l’arme à feu a tiré plusieurs fois, touchant le sujet».

La police a ultérieurement précisé mercredi soir que l’objet sorti par M. Olango était «une cigarette électronique».

«L’inhalateur était un cylindre argenté» que M. Olango tenait dans ses mains et qu’il a «pointé vers un agent», a précisé la police locale dans un communiqué.

Appelant au calme, les autorités ont promis une enquête «transparente» menée conjointement par la police locale et fédérale et le procureur.

Plus de 100 personnes s’étaient rassemblées juste après la fusillade mardi soir sur les lieux de l’incident, et avaient scandé les cris de ralliement du mouvement Black Lives Matter contre les violences policières envers les Noirs.

Une vidéo postée sur le réseau social Facebook, filmée après l’incident, montre une femme en détresse qui se présente comme la soeur d’Olango et dit avoir appelé la police pour venir en aide à son frère, selon elle atteint de troubles mentaux.

«Je vous ai appelés pour aider mon frère. Vous l’avez tué devant moi», pleure-t-elle, dans cette vidéo vue plus de 82 000 fois mercredi.

La police a diffusé une image tirée d’une vidéo où l’on peut voir un homme en position de tir.

D’après M. Davis, les deux officiers impliqués ont chacun plus de 20 ans d’expérience et ont été placés en congé administratif le temps de l’enquête.

Mercredi des dizaines de manifestants ont également défilé à Los Angeles sur Sunset Boulevard, certains tenant des panneaux où l’on lisait «droits civiques», a constaté une journaliste de l’AFP.

La mort de M. Olongo survient dans un contexte racial tendu aux États-Unis, à la suite de la mort d’une série d’hommes noirs sous des balles policières.

La semaine dernière, la mort de Keith Lamont Scott, 43 ans, avait déclenché plusieurs jours de grandes manifestations émaillées de violences, puis avaient pris un tour plus calme.

Couillard en faveur d’un troisième lien

M. Couillard mise sur la rencontre entre le maire de Québec, Régis Labeaume, le maire de Lévis, Gilles Lehouillier, et le ministre des Transports Laurent Lessard, qui doit avoir lieu d’ici le 12 octobre, pour trouver les meilleures solutions au problème de fluidité entre les deux rives. 

«On vous reviendra lorsqu’on aura trouvé ensemble la façon d’aller de l’avant, mais je veux le dire très clairement : on va faire ça, on a besoin de le faire et, à la fin, on sait qu’il y aura une facture au bout de ça, tout le monde en est conscient», a-t-il soutenu en marge du dévoilement de la statue de Joseph-Elzéar Bernier sur le quai Paquet, à Lévis. 

Par ses propos, le premier ministre a en quelque sorte validé la position défendue par la ministre responsable de la Chaudière-Appalaches, Dominique Vien, qui s’est positionnée en faveur d’un troisième lien il y a deux semaines.

Le premier ministre n’a pas voulu s’avancer sur le type de lien ou de solution à privilégier, attendant de voir toutes les données pertinentes sur la question. «On a vu l’étude sur le tunnel, très, très cher, mais il y a certainement d’autres choses qu’on pourrait faire qui aurait un impact très concret pour les gens de la Rive-Sud qui voyagent à Québec tous les jours», a-t-il indiqué.

M. Couillard s’est également engagé à ce que toutes les études sur le troisième lien que possède le ministère des Transports soient rendues publiques, sauf une : celle qui pourrait interférer avec le processus d’appel d’offres pour le pont de l’Île-d’Orléans. 

Lehouillier satisfait

Du même souffle, le premier ministre a soutenu qu’il n’était pas question de reculer sur le service rapide par bus (SRB). «Il va être fait de toute façon, il est déjà dans les cartons, le SRB. C’est pas quelque chose sur lequel on revient, mais là, on voit bien l’importance d’aller plus loin. Oui, ça prenait absolument une solution de transport en commun […] mais il faut également une solution pour les automobilistes.»

Cette prise de position a réjoui le maire de Lévis, Gilles Lehouillier. «C’est de bon augure pour l’avenir, car on a une ouverture au ministère des Transports pour le troisième lien qu’on avait pas avant […] On sent de plus en plus l’ouverture du gouvernement du Québec.»

Même si le ministre Laurent Lessard est présentement au coeur de la tourmente pour des allégations de conflits d’intérêts, le maire Lehouillier aimerait continuer de travailler le dossier avec lui. «Dans les ministres qui se sont succédé, c’est le ministre qui nous offre le plus d’ouverture.»

M. Lehouillier est heureux également que son homologue Régis Labeaume ouvre la porte à cette avenue. «C’est une belle avancée, c’est une belle évolution. Les grands projets, quand ça se réalise, on va pas chercher le consensus tout de suite.»

Onion, Quaker State Poke Fun At Cheesy Marketing Ploys

The
Onion teamed up with Quaker State motor oil to create a series of online videos that poke fun at cheesy
marketing ploys used by motor oil brands. My favorite video, « The Dipstick 6s, » plugs a fictional product that I secretly wish was a real thing. I would check my dipstick more often if it were.

Rather than just checking the oil levels in a person’s car, the Dipstick 6s also serves as a ticker that delivers sports, weather and news. It’s also equipped with a camera, making the dipstick a
convenient selfie stick. « Stop the B.S. » interrupts a Quaker State voiceover. « No high-tech gadgetry. Just damned good oil. »

Onion Labs created the campaign.

Advertising and Video Marketing Company Merchant’s Arena Adds Green Screen Studio Production In Sudbury …

Adding a green screen studio, Merchant’s Arena will now produce green screen effect videos in house, using local talent and working directly with clients who want to be their own spokesperson. Green screen videos, also referred to as blue screen, allows the editor to edit the green background out and replace it with another setting, video or backdrop related to the theme of the video. Merchant’s Arena, a Sudbury, Ontario based advertising agency and video studio, owned and operated by Mike Tersigni will continue to produce videos at client locations in addition to the new in studio productions. This will produce content for their additional services including, video testimonials, social media marketing, re-targeting campaigns, branding packages and optimizing the newly produced green screen videos for video marketing submissions and opportunities.

“The green screen setup will allow us to reduce production costs for our clients. A strong barrier to video production and marketing for businesses and practices is the huge costs and time involved in producing high quality commercials and ads and then marketing those videos in a way that will attract more customers or clients,” said Mike Tersigni, founder of Merchant’s Arena “We can now make the entry level easier for even small businesses to get involved with promoting themselves with video.” said Tersigni.

For more information visit MerchantsArena.com or call 705-419-0922

With an interesting portfolio of eCommerce web properties, Merchant’s Arena is approaching 20 years in the online retail and eCommerce space with warehouse distribution of consumer products based out of Toronto, Ontario. Originally offering services related to website creation, design and search engine optimization services, including in the classroom, teaching business owners how to manage their online business marketing efforts, Merchant’s Arena has expanded these services to encompass video production, interactive video marketing, authority branding and positioning, pay per click and pay per view advertising.

LOOK Brands bite into the bizarre Pen-Pineapple-Apple-Pen craze

The internet has been besotted with a new earworm by Piko-Taro, a fictional character created and played by Kazuhiko Kosaka, a Japanese comedian.

Called “Pen-Pineapple-Apple-Pen”, the somewhat nonsensical song features Kosaka dressed in a yellow animal print get up as he dances along to a catchy beat. Its hard to explain, but you’ve got to hear it for yourself.

While the video quietly launched a month ago, it garnered global traction following 9GAG article.  Since then the gathered 8,795,285 views on YouTube, sparking parodies worldwide from celebrities. Meanwhile, stars like Justin Bieber to showed love for the spot.

Warning: This is actually addictive –

The hashtag #PPAP quickly became the next trending topic and brands in Singapore and Malaysia have not been slow to take notice. Here are some brands who were quick to take note:

Tesco Malaysia

When you talk about Apples and Pineapples, surely the thought of a supermarket isn’t far off. Tesco Malaysia was quick to showcase its supermarket and produce variety. The spot featured a bespectacled Tesco employee starting his dance to the song at the stationery section of the supermarket with – surprise surprise – a pen. The frame then cuts to the fruit section where he holds up an apple, followed by a pineapple, doing the signature pen in fruit motion and then breaking into an awkward dance.

The video concludes with a twist when a shopper takes the fruit from the employee’s hands and places it in her basket.The spot has gained 48,957 views, 704 reactions and 488 shares at the time of writing. Watch it here:

Netflix

To promote its stable of shows, Netflix pieced together clips from its programmes Narcos, House of Cards, Stranger Things and Orange is the New Black, in sync with the song. The short 18-second clip also features scenes from the iconic Spongebob Squarepants.

At the time of writing, the video got 15,568 views, 130 reactions and 39 shares on its Facebook page.

Huawei

Cashing in on the hype is Huawei, which took an opportunity to allude that the best pairing with a pen is not fruit but rather its Matebook product. Featuring GIF images of an apple, a pineapple the Huawei Matebook is featured along with its accompanying stylus pen. The post said:

“This pen is paired best with its mate.”

The Body Shop Malaysia

The Body Shop Malaysia took on a more subtle approach, taking the opportunity to promote its Pinita Colada body care range. Its Facebook post garnered 160 reactions at the time of writing.

7-Eleven

Meanwhile, convenience store 7-Eleven pitted the Pineapple Pen and Apple Pen against one another in its social media activation. The post asked social media users and fans if they were “Are you #TeamPineapplePen or #TeamApplePen?”

The effort garnered 1,400 reactions, 45 shares and 46 comments with netizens choosing their side of the debate.

Noticed any other brands giving a go at #PPAP? Let us know.

Vidyard Launches New Interactive Video Player to Enable Dynamic In-video Content

Kitchener, Ontario: Vidyard, the video platform for business, today launched its new interactive video player, giving marketers, sales teams and others users powerful tools to improve viewer engagement.

Organizations that aren’t using Vidyard’s new player for their B2B video campaigns are limited to annotating videos with small text boxes in a corner of their video. With Vidyard’s advanced annotations powered by HTML and JavaScript, the possibilities become nearly endless. Users can add real-time pricing to videos so that it’s always up-to-date, integrate other services such as help desk ticketing software into video, overlay lead capture forms and surveys, or insert a “buy now” button directly in the player to convert customers while their full attention is on the product or service.

“Video in and of itself is already more engaging than other media, but when you add interactive features, the experience becomes that much richer,” said Michael Litt, CEO and co-founder of Vidyard. “Like personalization, interactivity pulls the viewer in to the content and makes them part of the story while providing deeper insights into what they want.”

Powerful capabilities with Vidyard’s new interactive player include:

  • Choose Your Own Adventure: Guide customers on their own unique viewing journey by allowing them to choose which videos they would like to see next or directing them to additional resources like content assets and webpages.
  • Lead Capture: Add a fully customizable form to any part of your video, and the information entered and detailed analytics about the viewer’s engagement will be pushed directly into your Marketing Automation Platform.
  • Calls to Action: Turn a regular video into a powerful lead generation tool with call-to-action events. Pop-out CTAs capitalize on the value of an engaged viewer, and Final CTAs for post video actions such as signing up for an event. Setting these up are easy with our WYSIWYG editor.

With its new advanced annotations and interactive video capabilities, Vidyard continues its record of innovation in the video marketing industry. Vidyard is the only video platform provider to offer advanced interactive video, video personalization and audience engagement insights fully integrated with leading marketing automation, CRM and business analytics solution.

HTML5 May Not Pan Out for Comcast

At a workshop on « Delivering Video Services to Customer-owned Devices » at the SCTE Cable-Tec Expo event this week, the message to attendees was a cautionary one about the limits of HTML5 development as the industry begins to coalesce around the video player standards for HTML5. However, the foundation does not currently exist for the write-once/read-everywhere type of application development and all this as hybrid apps begin to gain traction in TV app development as native app platforms such as Roku, Android, iOS and Amazon Fire TV continue to leverage it. Continue reading this story here.

Stop HTML5 autoplay videos in Chrome, Firefox, Opera (but not Edge, Explorer, Safari)

Allan H was having issues with videos autoplaying in his browser (imagine that!), and read the previous article on this topic written by my esteemed colleague. Unfortunately, the links provided for Chrome in the article are no longer working, so I decided to update his article and address a few other browsers too.

The backstory here is that most of today’s browsers ship with the capability to natively block Adobe Flash-based videos. Unfortunately, many websites are now using HTML5 to display ads, videos, and other types of content that will play regardless of your Flash settings. Often they’ll start automatically when the page loads. 

Chrome

Get this extension, straightforwardly named Disable HTML5 Autoplay. Once enabled the video will load but will not begin playing, giving you the option of watching it or not.

Firefox

The instructions from the previous article still hold true, so I’ll reiterate them here. Thankfully there are no plugins to install for Firefox, as you can easily disable autoplay of media right in the browser’s settings. Here’s how you do it:

Firefox

Firefox has built-in controls to prevent autoplaying videos.

1. Type about:config into the URL bar, and confirm you’ll be careful by clicking the I’ll be careful, I promise button.

2. Search for the string labeled media.autoplay and double-click it to flip its status to off.

Oper

Opera and Chrome have an extension that prevents videos from playing automatically.

Opera

With Opera it’s as simple as downloading the same Disable HTML5 Autoplay extension we used for Chrome. Download the extension and you’re good to go! 

Microsoft Edge, Internet Explorer, and Safari

Both Microsoft and Apple are woefully behind the times: Neither Edge, Internet Explorer, nor Safari are capable of preventing HTML5 videos from playing automatically. Something to consider if you find yourself using one of these browsers. 

Online Video Metrics that Really Matter for Media Companies, Publishers, and Creators

I uploaded my first video to YouTube back in August 2006. It promoted an 11-part series in The Christian Science Monitor that was titled, “Hostage: The Jill Carroll Story,” and focused on Jill Carroll, a freelance reporter for The Monitor, who had been kidnapped by Sunni Muslim insurgents in Baghdad on January 2006, and held hostage in Iraq for 82 days. Deprived of control over the smallest aspect of existence, she feared for her life every day.

Now, when I reported our results to my client, the folks at The Monitor weren’t impressed that our 0:42-long video had received just 1,908 views. Although, they were surprised that we’d been able to negotiate coverage of their story in advance under embargo by providing CNN, MSNBC, Yahoo News, AOL News, The Huffington Post, and Boing Boing with a link to the YouTube video and a 150-word excerpt from the first part of the series. And they were amazed to learn that within the first 24 hours after our news embargo had been lifted at 6 p.m. on Sunday, Aug. 13, 2006, there were 247 news stories and 1,014 blog posts about “Jill Carroll.” But, they were astounded when we showed them their own web analytics data. It reported that with the first 24 hours after the story broke more than 450,000 unique visitors had flooded CSMonitor.com, seven times the site’s daily average in July. And their page views for the first 24 hours broke through the 1 million mark, a massive increase from the site’s average of 121,247 page views per day in July.

But, they were really astounded when we showed them their own web analytics data. It reported that with the first 24 hours after the story broke more than 450,000 unique visitors had flooded CSMonitor.com, seven times the site’s daily average in July. And their page views for the first 24 hours broke through the 1 million mark, a massive increase from the site’s average of 121,247 page views per day in July.

Online Video Metrics for 2016

That’s when I decided to add video marketing to my content marketing agency’s list of SEO, PR, and social media marketing services. That’s also when I decided that I needed to focus a lot more attention and thought to online video metrics that really matter. So, here we are in 2016. And over the past decade, video measurement has gotten much more robust – and a lot more complex.

For example, YouTube Insight was launched in March 2008 and then replaced by YouTube Analytics in November 2011. And that’s just on the organic side of things. Brand Lift surveys in AdWords were introduced in February 2013. And Earned Actions, which enable brands to track the actions people take after the initial YouTube view, such as subscribing or sharing, were introduced in December 2013. More recently, Google’s Brand Lift solution was expanded to include measuring lift in consideration, favorability and purchase intent for ads in June 2015.

And, let’s not forget Facebook video. The social network announced new video metrics in Page Insights and Ads Reporting in May 2014. The company launched conversion lift measurement in January 2015. And several weeks ago, Facebook in a post on its “Advertiser Help Center” that its metric for the average time users spent watching videos was artificially inflated because it was only factoring in video views of more than three seconds. The social network said it was introducing a new metric to fix the problem.

Meanwhile, Tubular Labs announced Tubular Video Ratings, a new group of online video metrics that measure views and engagements across videos and publishers, in April 2016. And last month, Tubular announced it is working with YouTube on their upcoming YouTube Measurement Program, which aims to provide YouTube’s clients and users with accurate, consistent, and relevant measurement data. For that announcement, Alexandra Watt, the Director of Business Development at Tubular Labs wrote in the company’s blog, “We’re all living through a once-in-a-generation shift … from linear TV to internet-enabled video. Tubular estimates that there are over 10,000 independent creators who make a living in online video; 66,000 media companies and brands generate 111 billion views/month; and over 3 million new videos are uploaded to the public every day.”

However, she acknowledged that most of the third-party measurement “solutions” currently on the market weren’t designed for the scale and pace of online video. So, Watt added, “As the online video industry matures and speeds towards 1 trillion video views per month and billions of dollars shift towards online video ads and sponsored integrations, it’s time for us as an industry to get serious about third-party measurement.” I couldn’t agree with her more. And I want to pitch in to help YouTube and the industry provide the online video metrics that really matter. So, what are the video metrics that matter these days?

Online Video Metrics That Matter

Well, there isn’t a simple answer to this question because different video marketers have different marketing goals and business objectives, so they need different key performance indicators (KPIs). For example, at least five different segments of video marketers and advertisers need very different sets of metrics to track their results across owned, paid, and earned media:

  • Owned: Media companies, publishers, multi-channel networks (MCNs), and YouTube creators are trying to build valuable audiences like the highly coveted 18- to 34-year-old demographic.
  • Paid: Brand advertisers and their ad agencies are trying to increase brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest.
  • Owned: B2C and B2B marketers are trying to get more customers to make a purchase (for an ecommerce site), complete a game level (for a mobile gaming app), or submit a contact information form (for a marketing or lead generation site).
  • Paid: Direct response advertisers are trying to Increase engagement with their video ad, drive visits to their website, encourage viewers to buy their products, or increase conversions.
  • Earned: Influencer marketing agencies and teams are trying to find the most influential rising video stars and move quickly to contact the creators they want to work with.

In other words, there isn’t one set of online video metrics that really matter these days. There are at least five sets – one for each of the different segments of video marketers and advertisers mentioned above. And there are at least three buckets of metrics to measure the impact of video on the viewer’s awareness, attitude, and behavior for each of the five different segments.

Yes, I know this is an over-simplification. But, we’ve got to start somewhere. So, consider the following buckets of the online video metrics as a starting point for a much longer and more interactive discussion of the ones that really matter.

For: Media Companies, Publishers, and Creators

So, let’s take a look at some of the metrics that media companies, and other video publishers must consider.

Awareness: Since YouTube was launched in 2005, the number of “views” has been used as a metric to measure success. But, its usefulness is being hotly debated these days. Part of this is because a “view” of a YouTube video isn’t equivalent to a “view” of a Facebook video. So, comparing the number of “views” on the two leading video platforms is like comparing grapefruits and kumquats. But, it’s also time to admit that no one really knows how many views you need to increase awareness. Fortunately, there’s an alternative. It’s “watch time.” YouTube added “estimated minutes watched” to the “Views” report in YouTube Analytics on Oct. 11, 2012. A day later, YouTube started adjusting the ranking of videos in YouTube search to reward engaging videos that kept viewers watching.

In June 2014, Facebook announced that it was adding how long someone watched a video to its ranking factors, which had previously included likes, comments, and shares. And in February 2016, Facebook added new video metrics to its reports that let advertisers see the percentage of people who have viewed their videos with sound in Page Insights and Ads Insights, too. And for comparison purposes, minutes equal minutes, hours equal hours, and days equal days — whether a video is watched on YouTube or Facebook. But, how much “watch time” do you need to increase awareness?

Well, the Google Agency Blog published some research in August 2015 which found that there is a consistent relationship between how long a video ad is viewable and increases in brand awareness and consideration. The longer a user views your ad, the higher the lift in these two important brand metrics.

twg_videoviewability_graphs

twg_videoviewability_graphs

So, I think media companies, and video publishers, and creators, should ALL use “watch time” as a metric that really matters.

Attitude: Since YouTube was launched in 2005, the “ratings” that a video received has been a metric that’s often gone overlooked. Why? Well, initially YouTube showed the number of stars that a small percentage of viewers had given a video. Five stars meant they loved it; one star meant they loathed it. But, in September 2009, YouTube replaced its five-star rating system. Why? Well, the overwhelming majority of videos on YouTube had a stellar five-star rating, while only a few viewers were moved to rate videos when they didn’t like them. In other words, people either liked the video they’d just watched or they couldn’t be bothered to rate it. That made the five-star rating system pretty useless. And shortly after that, YouTube replaced it with the thumbs up, thumbs down ratings that Facebook had made popular.

Today, there’s a better rating system than “Likes” to use as a metric. It is “engagements.” According to Tubular, “engagements” include Likes, Comments, and Shares. In addition, Tubular’s ER30 measures a video or publisher’s engagement rate benchmarked across all content (e.g. 2.2x more engaging than average). This is the new online video metric that really matters.

Behavior: Since April 2011, YouTube Partners have been able to track their results by looking at the “estimated earnings reports” in YouTube Insight, and then in YouTube Analytics. Then, in February 2016, the estimated earnings report was updated and renamed the “revenue report.” Why did the folks at YouTube do that? Well, the best explanation that I can share with you comes from Commander Leonard ‘Bones’ McCoy, M.D. (DeForest Kelley) in Star Trek: The Motion Picture, “I know engineers, they LOVE to change things.”

Nevertheless, you can use the Revenue report in YouTube Analytics to see:

  • Revenue-related details for the four partner content types — all claimed content, claimed partner and premium user uploaded content, claimed standard user uploaded content, and all partner uploaded content.
  • Revenue-related details at the channel and video levels.
  • Estimated revenue.
  • Estimated ad revenue.
  • Revenue derived from transactions, like paid content and Fan Funding.
  • Revenue derived from YouTube Red.

In other words, this bucket of online video metrics still really matters – no matter what it’s called.

Well, we covered a lot of ground, didn’t we? We’ll be following up this article with information on the online video metrics that really matter for B2B, B2C, Influencer Marketers, and for Brand Advertisers and Their Ad Agencies, so stay tuned.