The impact of the internet on our shopping patterns is immense, right from enabling online shopping to becoming a pre-purchase research aid. Customers seek and receive ample data, such as product details, reviews, comparative reports, etc. online, irrespective of geographic boundaries, sectors, and product-type. Among all the content types sought online, videos have proven to attract a large number of customers with its ability and ease to explain and provide information.
From the consumers’ perspective, video content is highly influential at almost every step in their relationship with the brand. In a 2013 survey among US consumers, while 96% of the respondents claimed videos help them make online purchase decisions, 73% opined of likely making a purchase after watching an explanatory video. Shedding light over the impact of videos on the consumer-brand relationship, 71% expressed having a positive impression about the company after watching a corporate video.
Videos have also proven to be a useful tool for brands to understand their customers and to make appropriate corporate decisions. Retail video analytics is one such area where video analytics has leaped from being a security-check system to identify the customers’ purchase and preference trends. With retail video analytics in brick and mortar stores, brands have been able to measure footfalls, identify purchase patterns and trends.
Consumers’ crave content personalization
The advent of all the current technologies and the on-going technological advancements has led to increasing consumers’ demands and expectations. There has been a constant urge among consumers for personalized content, as 72% of consumers in a survey said they engaged only with personalized marketing messages. Whereas, 63% were firm that they would cease purchase from the companies with poor personalization. According to another consumer survey, 48% of the respondents expected the brand videos to show-up specific products and services as per their interest, and 33% demanded personalized recommendations for future decision-making. However, 43% emphasized on having interactivity in the videos and looked for choices to decide the information they want to watch.
OneDash analytics doesn’t merely collect video analytics in numbers. It’s capable of assembling detailed insights such as total views as well as unique views that record the actual number of viewers, excluding multiple views by a single viewer. To track interactivity, it also captures data on interactions with the video, such as clicks on hotspots and buttons, play, pause, etc. This data can provide a clear picture of viewership drop-offs during the video, which can aid in understanding the exciting areas and elements.
OneDash analytics pulls-in all the video viewership data and efficiently classifies the same country-wise to know which part of the world viewed the video. It also presents a filtered insight on the top countries with viewership figures from there.
Digital devices are one of the significant determiners of the video experience, as it differs per screen sizes. OneDash analytics provides data on device types the video was viewed on such as desktop, mobile, tablet, etc. along with the number of views. This data can aid in content modification and customization to plan the next content design, considering the device-type used more.
While in videos, the number of views and related details matter, in the case of interactive videos, data about interactions within the videos are highly valuable. Hence, clicks on each hotspot, buttons leading to external links and add to cart can be extremely beneficial to understand viewers’ video interaction preferences and patterns. Further, it tracks in-depth interactions in terms of videos sound, such as volume increase and decreases. To dive into more comprehensive sonic data, it also provides information on audio tempo in beats per minute throughout the video duration.
While dealing with plentiful data, it is very convenient and desired to be able to filter and get a concise view. On the OneDash platform, video analytics data can be filtered, and precise analytical data can be viewed as per time range, region, device-type, and audio-type (in the case of audio-branching)
Manasa Chandran (Content Executive)