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research Archives - The X Gene

Feature for blog with stats on what counts as a video view

What Counts As A Video View? You’d Be Surprised!

By | Research, Technology, Video | No Comments

Just because someone sees your video, doesn’t mean it’ll count as a view! Turns out there are varying definitions of what counts as a ‘view’ on video content.

Depending on the website that’s hosting your video, TubeMogul informs us that a half view, and autoplay or a refresh can an affect on whether your view count goes up or stays as it is. Below is the table of results from TubeMogul’s research, updated in 2010 and found here via Creative Commons license. One/session is one count per session (monitored via the viewer’s IP address), > 1/2 view means the viewer got through more than half the video. Note that autoplays aren’t always counted, which is important if you want that intro video on your homepage to gather a nice collection of views. You’ll have to weigh up the importance of people seeing your video vs raising the view count.

III. Summary of Findings

Site Full View >1/2 View Refresh Embedded Embedded Autoplay 
blip.tv one/sess. one/sess. no count one/sess. one/sess.
Dailymotion count count count count count
Metacafe count count no count count count
MySpace count count count count count
Viddler count count count count count
Vimeo one/sess. one/sess. no count count count
Yahoo! Video count count count count count
YouTube count count count count no count

By David Burch, Director of Communications – Link to Report

Feature for blog explaining shorter videos are better for engagement

How Long Your Web Video Should Be

By | Research, Video | No Comments

Wistia are a neato burrito video hosting company that love the moving image as much as we do. Every couple of years they seek to answer the eternal question: how long should a video be? Click the article link to read more, but here’s the overview graphs.

http://wistia.com/blog/does-length-matter-it-does-for-video-2k12-edition/

Wistia

Wistia

Wistia


Effectiveness of video and ads online

Length, Placement & Rolling Over: How Do You Perfect A Video?

By | Advertising, Research, Video | No Comments

We know video is the best one of all the ones. Radio is audio. Design is static images. Copy is reading word. Video combines all of those, and moves! C’mon!

Still, proof is better than jabbering unfounded, so we’re gonna show you some examples not only of the effectiveness of video, but how to achieve the optimum effectiveness. (Hint: it’s half science, half art, just like The X Gene)

The Interactive Advertising Bureau is like our mothership. Their research council undertook a study to see just how long a video should be, and where the best place to pop it is. Here’s a quick overview, but click the link below to see the gritty details:

  • 15 seconds appears to be an optimal length for digital video creative in the pre-roll position. 5-second spots had trouble conveying a message; while 30-second spots risked turning off a viewer waiting to watch something else.
  • 30-second spots do well at conveying a complex or emotionally resonant message, but work best in user-initiated placements (where the user must take an action, like clicking on an ad or rolling over an in-text link, to begin playing the ad) where viewers display more patience for long messages.
  • Pre-roll, in-text, and in-banner video ad placements can all contribute to achieving the goals of a campaign; however, different placements may perform optimally with different creative lengths.

LINK: IAB Digital Video Ad Effectiveness Case Study