What’s New at Blinkfire Analytics: Video & Web Integration with Brightcove, Adobe, & Google Analytics
With the numerous social and digital tools available to track and measure content, we’re continually enhancing the platform to create an all-in-one solution for customers — from Instagram Stories and Twitch to VOD and live streaming.
We’re excited to announce we’ve increased support for video analysis and web analytics. Customers can now track and analyze content from video platforms like Brightcove and Ooyala (used in many cases to power OTT content delivery) and Adobe Analytics in addition to web traffic data from Google Analytics.
Brightcove, Ooyala, & Adobe Analytics – Video content analysis
With our extended video tracking abilities, rights holders can:
- Receive insight on viewership, including devices used to watch content
- Assess audience retention throughout the video
- Analyze which brand partners were detected in a video
- Overlay brand exposure and retention data to see when brands appear during high viewership moments
- Understand viewer segmentation by country
Google Analytics – Web content analysis
Social and OTT platforms aren’t the only places where content lives. Most, if not all teams, post content on their websites giving brand exposure to partners. So, we’ve integrated with Google Analytics to track and analyze exposure driven via webpage traffic. Teams are able to track partner exposure across their website by pulling web pages into Blinkfire and applying BrandSpotter™ technology (the same way we do with social media posts). Some of the metrics available are page views, unique page views, average time on page, and bounce rate. It’s important to note that we aren’t using a third-party to estimate page views, but rather the actual data provided by Google Analytics.
For both video and web content analysis we’ve modified our default valuation methodologies to calculate media equivalency based on the way those mediums are purchased by advertisers. In the case of OTT videos, we’ve defaulted to a cost per view model based on the ad exchanges that currently sell ads across these channels. For our customers who usually sell and traffic ads on their site via Ad Manager, we use a CPM value (which can be provided by DFP / Ad Manager) to calculate media equivalency.
Be on the lookout for more news from us on platform updates, enhancements, and new integrations!