Adobe designs new video measurement model

CMO Innovation editors
CMO Innovation

Adobe has launched a new video analytics offering that promises to provide marketers with new and improved measurement for both content and ads.

“As video measurement grows increasingly important for marketers to drive major decisions, the significance of these metrics comes into focus daily,” said Chris Wareham, the senior director of product management at Adobe in a blog entry.

“The ability to obtain data such as time spent, ad performance, device, geography, bounce rates, impressions, and more is now a crucial piece of the pie.”

New video measurement model

A key update would be the measuring of video engagement with substantially greater granularity than in the past. This is done by sending “heartbeats” packets every 10 seconds during a video playback or during a live event.

On top of the initial start server call that Adobe Analytics receives whenever a video is played, a new processing layer will now aggregate all heartbeats until the viewer ends the session – either by completing the video, closing the browser, or switching to a new video. This data is then transmitted as part of a final server call to complete the playback data set.

“The 10-second heartbeat measurement eliminates the blind spot and offers a much more thorough view of how content is being consumed,” explained Wareham. “By analyzing video streams, rather than just starts and stops, brands can gain a more complete picture of how content is being consumed.”

A move away from simple monitoring milestones that is based solely on server calls means that stream can not only provide standardization across basic video performance metrics, but is also able to provide deeper insights into media consumption, said Wareham.

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