buto.tvIndustrial-strength web video

for every organisation

Will Grant | Technology Director

Steffan Aquarone | Business Development Director

Make Better Decisions

with Video Analytics– transcript from online seminar 8/7/10 15:00

• We're going to be telling you about Buto's

analytics features, but what we're saying about

analytics should be relevant to you even if you

don't go down the Buto route.

• So you can see all the tabs across the top for the

different parts of the system.

• The statistics tab will show you all the reports

that the system generates.

• Down the left hand side are

some controls. These change

what you're looking at,

including the time period you

want to report on.

• You can also filter the data by

tags (each video can be

assigned any number of tags)

or filter to data so it doesn't

include views from your own

company using the IP

address filter.

• The key thing here is spotting trends in your traffic over

time to inform future content.

• The top-right button “Download XLS" means you can

download data from any report in a format that you can use

for Excel reporting

The first tab shows you

how many views you've

had on a given day.

Remember we're a

pretty niche business

and this is our account

we‟re looking at.

• Will's now clicked on „Views per video‟ which lets

you look at the number of views per piece of video

content. We'll come back to this in a moment. But

at its most basic level this is showing you how

many people have watched each video.

• On the left hand side, going down: the next button is

„Views per host site' which is showing which sites the

content has been viewed on (within the date range

selected). This is particularly relevant for those of you

trying to help your content spread.

• It lets you see where your content has been shared,

which pages are displaying your content and how many

people have watched your content from each source.

• We did a very limited trial here: out of five impressions on

16th June, four people hid the ad, and one person clicked

through. Although our retail clients are seeing amazing

results with click through rates of between 5 and 7 % on

their in-player adverts. If your in-player ad is 'drop into

basket' that could mean a lot more sales conversions.

Next: in-player adverts. We

launched this about a month

ago, and all sorts of clients are

taking advantage of this. If you

joined us last time you'll have

heard about in-player adverts

which let you build your own

calls to action in your content.

• Views per device: this is the kind of thing you'd expect

to see - showing you which devices people are using to

see your content.

• Social networks - pretty much the same thing as views

per host site, but it's showing you how and where your

content's being shared on social networks.

• Comments: shows you a breakdown of the comments

your video's received (if you've switched them on).

• Bandwidth: displays your bandwidth usage per video.

• You can also drill down to local or city levels. We're not

trying to replicate Google Analytics here, but we're trying

to relate the same concept to the things that are

specifically relevant to video.

And now: geographic. A

pretty map! But you've also

got a download option.

Possibly less relevant to a

corporate video company,

but very relevant if you're

running international

websites or global

marketing campaigns.

http://blog.buto.tv/help/how-to-video-how-do-films-become-viral/

• Every time someone watches a video, the player tells our

server at intervals throughout the video that they're still

watching. The key thing this graph then shows us is how

far through people have watched. This tells you, basically,

how interesting your content is.

Back up to views per

video, and Will‟s clicked

on one of the videos in

the list: a short film we

made called “what is a

viral video”. We're now

just looking at stats for

that particular video.

• So the reason we‟ve made these features is to help you

make better decisions.

• For a start, the views will give you some idea of how

many engagements you‟ve had. At the most basic level,

measuring the cost per engagement is a useful metric.

• But it‟ll also help influence your spend and strategy

elsewhere: by showing which websites people are

sharing and watching your content on your target market

is able to identify itself!

• This might influence where you carry out re-enforcing

PR, which websites to place advertising on, or which

social networks you invest time in.

• Analysing in-video ads lets you see which in-video ads

are working best, and whether people are interested in

buying straight away or want more information. It can

help you remove distracting ads, improve well-

performing ads, and can inform and influence your

journey mapping throughout your site.

• Sometimes it‟s hard showing customers the duration

monitoring stats, when they realise people are only

watching 20% of their super expensive new corporate

video. But it‟s essential insight if you‟re going to know

whether your call to action is being seen, or whether you

need to shorten your content, move bits around in it, or

take out that shot that causes everyone to drop out.

• Overall: we‟ve put these features in to help you find out

whether your video is working for you and if so, how

hard? What is the improvement on click-through-rate?

What is the uplift in sales? Is it achieving the desired

cost-per-engagement? Was it worth the investment?

• Thanks for reading – remember you can find out more

about Buto, open a trial account, log a support ticket

(one hour response time within business hours) or just

get in touch for a chat:

• Via our website: www.buto.tv

• By phone on 0121 224 8265

• By email on info@buto.tv