It’s no World Series matchup but make no mistake…This is huge!
Adobe recently released their latest offering, Adobe Analytics for Video, a platform that provides marketers with new and improved measurement tools to gauge video performance. If you haven’t checked it out yet, it’s well worth the peruse. But beyond the incredible insight this platform promises to deliver, Adobe Analytics for Video signifies something much more important…
Video is on the verge of exploding…again!
Every time a mega-corp makes a pivotal shift in their service offering to support a trend, it’s like a giant neon sign with flashing lights and a siren screaming Follow the leader! Follow the leader!
As discussed in this article, digital marketing can be broken down into two parts: advertising and technology. If Adobe is one of the three top owners of the entire technological vertical in this market (which they are)…and they just made a play for stakes in video marketing…it’s a safe bet you should, too. Let’s take a closer look at Adobe Analytics for Video and what it means for the future of your video marketing strategy.
Adobe Analytics for Video
For starters, their product slogan reads, “Let your videos provide a stream of insight.” Basically, Adobe just created a new video analytics platform that acts like a pair of x-ray glasses for your campaigns. It’s cross channel, cross device, and it will help marketers turn data into marketing action.
Adobe Analytics for Video achieves this degree of insight by capturing how audiences engage with video content and video ads using their “video heartbeat library”. Here’s how it works:
When a viewer clicks play, the initial start server call is sent to Adobe Analytics. Next, “heartbeats” capture data every 10 seconds and sends that information to a new processing layer. This is where things get exciting. The new processing layer aggregates the data for the entire duration of the view. When the view session is complete, a second server call is sent to Adobe Analytics, and the session’s data set is completed.
What Does This Mean for Video Analytics?
Your ability to measure video performance is critical to your marketing success. We aren’t just talking about the number of impressions or views your video received. We mean deep level insights about how audiences interacted with your video and what those interactions mean. Adobe Analytics for Video will allow video marketers to capture information relevant to:
- Who viewed
- How long they viewed
- Where (geographically) they viewed
- On what device
- On what channel
- For how long they watched
- Whether or not they replayed a segment
- And more…
All of this information is then analyzed in one place. This will enable you to see beyond stop and start metrics to truly eliminate blind spots and achieve the deep-level insights necessary to make video marketing a lucrative investment.
- Note which marketing channels allow video to have the greatest impact
- Use insights to better target content and boost ad revenue
- Gather video data from all channels to identify universal trends
- Define the best mix of ad frequency and length to avoid losing revenue or viewers
So far, the platform rocks a 4.4- out of 5-star rating with Adobe. Not bad! If Adobe isn’t a clear enough sign for you, here is one more reason to join the video marketing revolution:
Did you know video is the new sales call?
Utilize and analyze then tell us what you think! We love pretty much everything Adobe offers. But, of course, it’s your opinion that matters most!
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