One of the main things missing from the web video landscape is proper analytics.
A recent article on Media Week quoted CBS Interactive’s VP of Marketing Patrick Keane as saying how “no one has a solution” for them now.
Keane said CBS plans to release some information on how its audience network is fairing based on internal data. But right now, that requires combining streaming data from its own video player with data from multiple partners using different methodologies. “That data is not as clean as we’d like it to be,” Keane said. “We’d be doing a disservice to our advertisers.”
Sure, you can measure how many people view a video on YouTube, you can even measure how successful videos are across more than one site, there are some so-so tools out there… but for a major producer, publisher and syndicator of web video like WatchMojo.com, it’s a Black Box.
I took advantage of the calm of Turkey Day to run some numbers. And indeed, at best, you get a fuzzy picture. I’m not going to call out anyone in this post, but a lot of distribution sites that are trying to be the next big player are not cutting it.
Essentially, our total reach has grown 5x in the past 5 months, and if you look at peaks alone, then it’s 10x.
Our Total Reach of Video Streams =
Streams on WatchMojo.com Property + Streams on Network [Push Network + Pull Network]
We have a push and pull network, the nuance is technical. The Push network allows us to push out clips to some of the partners we have. The Pull network is different, in that we upload our clips to the clouds and syndication partners pull them into their content management systems. The following graph is one of the many analytics tool we use, but it only measures the growth and scale of our Push network, but it does justice to the trendline of our total reach:
Not bad, heh?
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