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Akamai Media Analytics: Driving Engagement Girish Bettadpur, Sr Product Manager Emily Glass, Sr Product Marketing Manager.

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Presentation on theme: "Akamai Media Analytics: Driving Engagement Girish Bettadpur, Sr Product Manager Emily Glass, Sr Product Marketing Manager."— Presentation transcript:

1 Akamai Media Analytics: Driving Engagement Girish Bettadpur, Sr Product Manager Emily Glass, Sr Product Marketing Manager

2 Akamai Confidential©2011 AkamaiWe make the Internet work for you 2011: The Hyperconnected World 86% of US Internet audience watched online video 1 1 ComScore August 2011 data, 2 Nielsen, 3 Akamai ? 40% adult Americans own smartphones, 5% tablets 2 Royal Wedding: 1.73M simultaneous streams 3

3 Akamai Confidential©2011 AkamaiWe make the Internet work for you What is Engagement? : Emotional involvement or commitment : To occupy the attention or efforts of

4 Akamai Confidential©2011 AkamaiWe make the Internet work for you How does the Industry Measure Video Engagement? 142.6M Unique Viewers 178M June 2011 Nielsen ComScore Total Streams 14.5B Streams 6.2B Sessions Hours per Viewer

5 Akamai Confidential©2011 AkamaiWe make the Internet work for you How Do You Measure Engagement? Data is powerful - Context is critical

6 Akamai Confidential©2011 AkamaiWe make the Internet work for you Drivers of Engagement Bits per month % of premium content to CE Devices World Population 6,928,198,253 (est.)

7 Akamai Confidential©2011 AkamaiWe make the Internet work for you Drivers of Engagement You Can Control CONTENT PACKAGING QUALITY

8 Akamai Confidential©2011 AkamaiWe make the Internet work for you 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

9 Engagement Case Study

10 Akamai Confidential©2011 AkamaiWe make the Internet work for you 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 Akamai Confidential©2011 AkamaiWe make the Internet work for you Does New Content drive viewer engagement? Visits Viewers 49% 56% 40% Plays 19% Play Duration

12 Akamai Confidential©2011 AkamaiWe make the Internet work for you Advertising Placement & Abandonment Where do ads typically appear? Pre-Roll Content Mid-RollContentPost-Roll Pre-Rolls drove 80% of ad abandons 25% 74%1%Ad Starts:

13 Akamai Confidential©2011 AkamaiWe make the Internet work for you Advertising Abandonment by Content Length

14 Akamai Confidential©2011 AkamaiWe make the Internet work for you Quality Drives Engagement (Correlation Coefficient) Correlation Between Session Time and Playback Bit Rates for Cases Up to the Optimal Bit Rate Threshold for Each Event Source: Akamai Data kbps = 10% longer engagement

15 Akamai Confidential©2011 AkamaiWe make the Internet work for you Summary View into Content, Packaging & Quality Gain Insights into Audience behavior Drive Decisions

16 Product Demo

17 Product Roadmap

18 Akamai Confidential©2011 AkamaiWe make the Internet work for you Q2 12Q3 12Q4 11Q1 12 Media Analytics Roadmap Summary Q4 12 V4.2 Focus on LIVE events Ease of use Diagnostic Tools Support for new business models V4.3 Continuous innovation: connected device support Self-healing abilities Viewer-level insights V4.4

19 Thank You

20 Akamai Confidential©2011 AkamaiWe make the Internet work for you Insight: Content Popularity varies by Geo, and genre

21 Akamai Confidential©2011 AkamaiWe make the Internet work for you Insight: Ad Targeting Works 3X3X Ad was targeted at Mid West Audience 3X the average 2.5 X Ad was targeted at West Region Audience 2.5X the average 1.5 X South Region Abandoned at 1.5X the West Region Audience - South and Mid West had the same Abandonment Rate

22 Akamai Confidential©2011 AkamaiWe make the Internet work for you 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 Akamai Confidential©2011 AkamaiWe make the Internet work for you Insight: Buffering Sensitivity is not constant % of Total Plays Rebuffering LESSMORE AVERAGE 100 Indicates average rebuffering for top 3 categories (1.6s per minute of play time)

24 Akamai Confidential©2011 AkamaiWe make the Internet work for you 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 Akamai Confidential©2011 AkamaiWe make the Internet work for you Insight: Buffering Sensitivity is not constant LESSMORE AVERAGE Rebuffering DAYTIME DRAMA COMEDY 50% Comedy and Drama viewers are 50% more sensitive to rebuffering than Daytime show viewers

26 Akamai Confidential©2011 AkamaiWe make the Internet work for you But Performance Has Never Been More Important… Rebuffering is the number 1 cause of decreased viewing times… (Correlation Coefficient) Correlation Between Session Time and Rebuffering Events per Hour Source: Akamai Data, 2010

27 Akamai Confidential©2011 AkamaiWe make the Internet work for you Insight: Ad Density Tolerance Levels should be monitored 25% Portion of Ad Starts that were Pre Rolls 80% Pre-rolls are driving 80% of the ad abandons

28 Akamai Confidential©2011 AkamaiWe make the Internet work for you 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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