Video Analytics

Online video is drastically changing what people view and how they are viewing it. Consumers are moving away from their television sets and spending more time on online video sites to watch their favorite shows and other entertainment. According to Forrester Research, the online video channel is one of the fastest growing channels at 72% (CAGR) and online video spending is expected to sky-rocket to $7.1B by 20121. At the same time, the number of U.S. online video viewers who view online advertisements is expected to increase to over 183M by 2012, representing nearly 81% of all U.S. Internet users.

With such dramatic changes in consumer behavior, the new challenge and goal of marketers publishing video is gaining insight into the effectiveness and performance of online video and associated campaigns. With that comes challenges in measuring video content, its potential virality across video sharing sites, and understanding the potential for consumer acquisition and conversion. Marketers have faced difficulty in answering key questions such as what is driving viewers to the video, how video affects conversion, and how to monetize video advertising across popular video sharing sites such as YouTube.

Omniture SiteCatalyst® has been engineered to address the challenges in effectively measuring video performance and optimizing its revenue opportunity. SiteCatalyst provides one place to measure, analyze and optimize integrated data from across multiple Internet channels. The video analytics features in SiteCatalyst enable online marketers to identify the channels driving viewers to videos, how they are engaging, and the effectiveness of viral video campaigns to provide capabilities to better monetize online video.