"I think that the integration of analytics into everything that we do, the concept of web analytics will go away and I think you'll have just a unified analytic platform that's just tracking events."
"Interestingly, the evolution we have seen is from starting with, "We want to create content" to "How are going to define success and how are we going to measure success?" and without those things in place we're not even going to start."
"What you do need to know is (1) what group they belong to, the basic demographic information (2) what is the viewing behavior of that group (3) when they are viewing, what is the appetite for consuming advertising (4) what platform are they on, since you're going to optimize the viewing experience for them (5) if you have all that information, what bucket are you putting them in, in the traditional ad sense. So that they're effectively being targeted with the right kind of ads."Brett Wilson noted that,"the hardest part of online video is getting your video watched," and that approximately 50% of all the videos on YouTube have under 500 views and there's only .33% that have over 1 million views. He cited a Tubemogul research study that looked at how much a typical online video is watched, which found that most viewers click away from the video after the first minute.
"I think one thing we'd all agree on is that a metric we would all like to see become more standard is viewed minutes. So right along side a view you'd see how long they actually watched."
- See my related post for detailed bios of each panelist - Online Video Platform Summit Analytics Panel - Measuring Success
- Also, see these Red Carpet interviews with Brett Wilson, Brian Shin and Ben Weinberger