Allegations of cultural imperialism from left-wing bloggers are sure to abound, but I was thoroughly entertained by this latest viral video from Burger King:
Full disclosure: we are tracking this video for BK using TubeMogul InPlay.
Today, video platform Brightcove announced an expansive list of new affiliate service providers. Among them: TubeMogul InPlay, which can now be activated within minutes for any Brightcove user. The plugin tracks rich statistics like audience engagement, geographic region, viewer attention span and site performance — all in real-time.
Here is what Greg Baumann, Editor of TV Week and the Brightcove plugin’s first user, had to say: “TubeMogul InPlay statistics are infinitely useful. In an instant, I know how many new viewers we have, our salespeople know by geographic region where our most engaged viewers are and our technical team knows who is experiencing errors.”
Given that YouTube and most other video sites count a “view” regardless of how much of a video is actually watched, we often wondered: how much are people actually watching before they click away? To answer, we utilized TubeMogul InPlay to measure viewed-seconds for a sample of 188,055 videos, totaling 22,724,606 streams, on six of the top video sites for two weeks.
Most videos, it turns out, steadily lose viewers once “play” is clicked, with an average 10.39% of viewers clicking away after ten seconds and 53.56% leaving after one minute (below). More here.
The office is buzzing over our recent acquisition of Illumenix, an in-depth video metrics startup. Illumenix’s suite of patent-pending measurement tools, which can be set up in any flash player within minutes, are going to be wrapped up into something we are calling TubeMogul InPlay. If you host your own Flash video, here are some of the metrics we now offer:
What else do we gain from the deal? The value of Illumenix’s brain-trust of executives and engineers can’t be overstated, and we are excited to have them working in our Emeryville, California offices. Here’s our first team photo, taken at our Halloween Party last week:
I hope that Iman (”Alphacat” on YouTube) makes another one of these after tomorrow’s debate, if only because it’s such a great impersonation.
Below are viewership numbers for the original video (blue) and Lisa Nova’s re-post (red)–note Nova’s star-making power:
We are attending New Media Expo in full force, and would love to see you there! Here is what we are doing:
Displaying: Booth 208. We will be showing off new features currently in development, as well as giving out American Apparel T-Shirts.
Ad-Hoc Partying. We splurged on a suite, and there’s sure to be some (wholesome) mischief. Subscribe to our Twitter feed to get the down-low on when and where; we would love to have you by.
Our friends at Viddler will also be there:
For our latest study here at TubeMogul, we took a sample of 200,000 videos deployed by us and compared average views across video sites and categories.
The results? In comparing sites, the data is unequivocal: YouTube consistently gets more average views per video than any other site, regardless of category. Since YouTube pits the largest catalogue of content against the largest audience, this result was far from certain (and surprising to us). It’s worth noting that while YouTube dominates the averages, a video producer could still almost double their audience by distributing to additional video sites.
Breaking down average views by category also yielded some interesting results. “Autos,” for instance, is the category with the most average views per video. Also, MySpace only ranks fourth in the music category, behind YouTube, Yahoo! and Veoh. MORE HERE.
Sphere: Related ContentAbout a month ago, we launched a “Top 40″ list of the users getting the most views from videos deployed by us (an admittedly biased list, but an interesting one). We will be releasing an updated list shortly, but it’s worth pondering: what is the key to their success? Great content, for one. An additional insight came after we released our recent research on “Online Video’s Short Shelf Life.” A blogger savvily pointed out that most successful content creators already understood that online video fans have a short attention span, and thus put out a high quantity of videos.
Curious if that was actually the case, I tested it using our Top 40 list, and found it to be largely true. In the month of June, Chris Pirillo (#2 on our list), deployed 803 videos. Similarly, mojosupreme (#6) put out about 691. Further on down the list, Vlaze media (#35), put out a decidedly humbler 74 videos, and Sony (#40) deployed 32–and so on.
The data shows the brilliance of this. Since average online video viewership tends to peak on day three, putting out videos often allows producers to constantly ride the highest point of the wave. While individual videos rise and fall fast, a given producer can always have a steady audience.
Sphere: Related Content