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Akamai Media Analytics: Driving Engagement

Akamai Media Analytics: Driving Engagement. Girish Bettadpur , Sr Product Manager Emily Glass, Sr Product Marketing Manager. 2011: The Hyper c onnected World. 40% adult Americans own smartphones, 5% tablets 2. ?. 86% of US Internet audience watched online video 1.

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Akamai Media Analytics: Driving Engagement

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  1. Akamai Media Analytics: Driving Engagement GirishBettadpur, Sr Product Manager Emily Glass, Sr Product Marketing Manager

  2. 2011: The Hyperconnected World 40% adult Americans own smartphones, 5% tablets2 ? 86% of US Internet audience watched online video1 Royal Wedding: 1.73M simultaneous streams3 1ComScore August 2011 data, 2Nielsen , 3Akamai

  3. What is Engagement? : Emotional involvement or commitment : To occupy the attention or efforts of

  4. How does the Industry Measure Video Engagement? 14.5B Streams 178M 16.8 142.6M June 2011 6.2B Sessions 4.5 Nielsen ComScore Total Streams Unique Viewers Hours per Viewer

  5. How Do You Measure Engagement? http://xkcd.com/523/ Data is powerful - Context is critical

  6. Drivers of Engagement % of premium content to CE Devices Bits per month World Population 6,928,198,253 (est.)

  7. Drivers of Engagement You Can Control QUALITY CONTENT PACKAGING

  8. Akamai Media Analytics • Audience Analytics • Content usage, viewership, and quality reports and dashboards • Quality of Service Monitor • Real-time visibility into performance • Cross-platform support • Live, VOD, and 24x7 streams <video>

  9. Engagement Case Study

  10. Engagement Case Study • Using Media Analytics: • We looked at range of Media publisher data on our network • Analyzed over 30M viewers, 75M plays, 100 titles • Sliced by content, packaging and quality • Focused on video on-demand content • Supplemented with IDC data from live events study for quality

  11. Does New Content driveviewer engagement? 49% 56% Viewers 19% 40% Plays Visits Play Duration

  12. Advertising Placement & Abandonment • Where do ads typically appear? 25% 74% Ad Starts: 1% Mid-Roll Content Post-Roll Pre-Roll Content Pre-Rolls drove 80% ofad abandons

  13. Advertising Abandonment by Content Length

  14. Quality Drives Engagement Correlation Between Session Time and Playback Bit Rates for Cases Up to the Optimal Bit Rate Threshold for Each Event ++500 kbps = 10% longer engagement (Correlation Coefficient) Source: Akamai Data

  15. Summary • View into Content, Packaging & Quality • Gain Insights into Audience behavior • Drive Decisions

  16. Product Demo

  17. Product Roadmap

  18. Media Analytics — Roadmap Summary Q4 11 Q1 12 Q2 12 Q3 12 Q4 12 V4.2 • Focus on LIVE events • Ease of use V4.3 • Diagnostic Tools • Support for new business models V4.4 • Self-healing abilities • Viewer-level insights Continuous innovation: connected device support

  19. Thank You

  20. Insight: Content Popularity varies by Geo, and genre

  21. Insight: Ad Targeting Works 3X 2.5X Ad was targeted at Mid West Audience 3X the average Ad was targeted at West Region Audience 2.5X the average 1.5X - South Region Abandoned at 1.5X the West Region Audience South and Mid West had the same Abandonment Rate

  22. Insight: Loyal Viewers wait twice as long for video to start 8X Difference in Startup Abandonment as Startup Time goes up from 2s to 3s 97% Abandonment Rate when Startup Time goes beyond 10s 3s Time that “loyal” viewers are willing to wait for video to start

  23. Insight: Buffering Sensitivity is not constant % of Total Plays AVERAGE LESS MORE Rebuffering 100 Indicates average rebuffering for top 3 categories (1.6s per minute of play time)

  24. Insight: Abandonment rates vary by Ad Type 16% Ad Abandonment Rate for Top 2 Ad Types 5% Ad Abandonment Rate for remaining Ad Types 2X Pre Roll percent higher than average for Top 2 Ad Types

  25. Insight: Buffering Sensitivity is not constant DAYTIME DRAMA COMEDY AVERAGE LESS MORE Rebuffering Comedy and Drama viewers are 50% more sensitive to rebuffering than Daytime show viewers 50%

  26. But Performance Has Never Been More Important… Correlation Between Session Time and Rebuffering Events per Hour (Correlation Coefficient) Rebuffering is the number 1 cause of decreased viewing times… Source: Akamai Data, 2010

  27. Insight: Ad Density Tolerance Levels should be monitored 80% Pre-rolls are driving 80% of the ad abandons 25% Portion of Ad Starts that were Pre Rolls

  28. Roadmap Summary • Support for subscription and hybrid ad+subscription models • Support for automated insights and recommendations so you can drill down from insights to data • Diagnostic features that will not only help find problems but isolate them quickly with easy to use decision tree like constructs • Support for data collection across all devices?? • adverts

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