Global Online Video Analytics Marketplace

Additional Information

Report Excerpt

Market Segmentation:

Frost & Sullivan defines online video analytics as the identifying, locating, tracking, reporting, and data analysis associated with the what, where, who, and how a video is accessed, played and viewed by the audience, the audience’s level of engagement and their actions related to it, as well as the performance of an online video.

This process includes gathering, interpreting, and understanding associated data, assigning context, and devising strategies to optimize online video performance (by increasing viewership, the number of return visitors, consumption, and conversion rates, if applicable) and content monetization.

For this study, online video analytics are defined as unique products or solutions with distinctive features and functionality, often separable from packaged or bundled solutions and able to function and generate revenue as independent solutions.

Quantitative analysis and projections within this study are based on the definition above, and further analysis of the larger marketplace is provided as applicable.
The value proposition for online video analytics and measurement is focused on how video publishers make money from the channel—through tracking syndication, performance, viewer behavior, audience measurement and advertising—and how advertisers are using sophisticated reporting and algorithms to reach consumers in new, innovative ways.

The on-demand nature of the Internet allows consumers to take more control over their content. It allows an increased time-shifted and place-shifted consumption of commercial content, as well as growing viewership of alternative and user-generated content. Networks, studios, and advertisers have taken notice and are aggressively pursuing consumers where they live.

Advertisers have embraced the online advertising environment due to the number of visitors, the multiple solutions available to optimize advertising performance, and the quality and detail of measurement, reporting, and targeting.

Web and online video analytics are the engines that provide confidence to content publishers to make their content accessible online, while ensuring advertisers of market reach, user engagement, value, monetization, and revenue opportunities.