Online video technologies firm Ooyala launched a new product that enables video publishers to access real-time information about the numbers, demographics, geographic location and other data about the audience viewing their content.
Ooyala’s Custom Analytics with Business Dimension Reporting platform works with Facebook Connect to track the social network’s 800 million active users who view and share video. The company said publishers could use it to create more targeted and relevant video viewing experiences for their users, and marketers could better match messages to the most appropriate audiences.
“Online, panel data is dead. In a connected world, it’s all about real data that is produced in real-time,” Bismarck Lepe, president of products and co-founder, Ooyala, said in a statement. “The future of targeted video campaigns will revolve around making analytics much more actionable and personalized. Our Custom Analytics offering and Facebook integration marks the beginning of this evolution.”
The collected data is based on tags rather than on individually identifiable data, but it still gets pretty granular. As examples, Ooyala said publishers could compare the viewing behavior of distinct audience groups like males vs. females, Californians vs. New Yorkers, or consumers who love anime vs. those who prefer drama.
“This approach for advanced and customizable analytics positions Ooyala as a clear leader to become the preferred provider of streaming video services as the market evolves from simply getting the video out there to getting the video to the right audience to optimize revenues,” Gerry Kaufhold, research director of digital entertainment, In-Stat, said in a statement.
In September the company received a strategic investment from Motorola Mobility and also launched Ooyala Social, a platform designed to let Facebook users share video with their friends and family, live chat while viewing, discover new content, and watch video across multiple screens and devices. Ooyala’s customers include ESPN, Rolling Stone, Fremantle Media, News International, Vans, Virgin Media and others.
Related links:
Product manager Ryan Jackson’s blog post – http://tinyurl.com/3s54nf9
